Deciem is a skincare company known for its minimalist approach and science-oriented formulations. It focuses on single-ingredient products and does not use models in marketing. Deciem aims to improve skincare rather than compete, and makes the brand about customers rather than profits. During the COVID-19 pandemic, Deciem provided education on proper skincare and produced hand sanitizer for health facilities to address shortages, demonstrating its commitment to customers.

1. Deciem
The lowkey company making highkey
impact.

2. About The
Abnormal
Beauty
Company
DECIEM has been making waves in the beauty industry since 2013 with their
no-nonsense, genuine approach to beauty – especially skincare.
With their most popular brand, The Ordinary, among with other, just-as-
quality, skincare brands, they have been redefining what it means to be in the
skincare market. They’ve kept to a minimalist and essentials-only strategy
with their packaging as well as with their products. There’s no questioning
what it is you’re buying, the label says it all in as little as one line.
They are more science-oriented in their formulations – sticking to one-
ingredient products – and more human-oriented in their marketing strategy.
They don’t use models for their website or social media images at all, and this
alone makes the company so much more inclusive and personable than other
brands currently in the market.
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3. “ DECIEM is open to anything
that feels right. And ‘right’
changes every minute.”
― Brandon Truaxe, Cosmetics Business, 2017
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4. About The
Abnormal
Beauty
Company
Deciem’s flexibility and adaptability to current
situations is their greatest strength. The COO, Stephen
Kaplan, said in a presentation he gave that they don’t
really seek to “compete” with other brands, just that
they want to keep improving themselves and keep to
their values.
I think them making their brand all about the skincare
and the people who use it rather than selling more or
profiting more is what makes them a genuine beauty
brand.
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5. What They’re Doing
Now
The Company’s Response to COVID-19

6. Deciem at Home
This effort of theirs is especially helpful in
a time when “skincare gurus” are rampant
on TikTok and are giving misleading or
even harmful advice to unsuspecting
viewers.
Plus, this gives new users the opportunity
to learn how to use the products properly
from the brand’s experts.
It also reinforces how despite the
pandemic, people can still keep to their
usual self-care routines.
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7. The Ordinary Hand
Sanitizer
Because of the shortage, Deciem quickly
worked to create and donate The Ordinary
Hand Sanitizer to health establishments.
They made sure it wasn’t for commercial
purposes, emphasizing that they are a
brand that lives up to their values and isn’t
all about the profits – they genuinely care
about their consumers and the world.
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8. Final Thoughts

9. After listening to the presentation by Stephen
Kaplan as well as reading more into the brand, I
really believe in Deciem’s genuine efforts as a
beauty brand and I think they are a unique brand
in that aspect – that they really don’t care about
profits or selling a lot. They believe in their
products and they leave the rest up to their team
of experts and the consumers to either love or
hate their products.
My dream job is to work as a brand manager and I
believe that getting to uphold Deciem’s values
and continue their legacy of “beauty is human”
would be a great accomplishment for me.
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10. Sources
Kaplan, Stephen. “Deciem.“ Brand Management, Blackboard Collaborate, 1 October 2020,
Guest Lecture.
Kaplan, Stephen. “Seneca Marketing.“ Brand Management, 1 October 2020, Adobe PDF file.
“Deciem at Home." Deciem, https://deciem.com/athome. Accessed 5 October 2020.
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