deciem deciem

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THE ABNORMAL BEAUTY COMPANY  We are changing everything in beauty. Brands: Hylamide, NIOD, The Chemistry Brand, The Ordinary, Stemm, Fountain, Hair Is Fabric, WhiteRx and More.

We monkeys have our own Pinocchio ๐Ÿคฅ with a nose bigger than his tail. We said no more awards stuff but one more came in (we're done now; we promise; monkeys never cry wolf.) Our geek baby @niod Non-Acid Acid Precursor (NAAP) has just won best in The Exfoliator category in Tatler's Beauty Awards 2017. We said non-acids are better than acids for exfoliation and Tatler agrees. Now that awards fluff is out of the way, a few serious bits: bit 1) exfoliating acids like AHA and BHA work fast and are very effective, but they may cause inflammation; modern non-acid options work more slowly but don't cause any inflammation; bit 2) AHA/BHA acids are cheap (for you and us) whereas non-acids forms are new technologies that are still more expensive (for you and us); bit 3) a big shoutout (the scream kind) to @victoriahealth and Gill for sending us to an intensive care unit when NAAP launched last year and she had mistaken an allergic reaction to raw tuna for one to NAAP; bit 4) @victoriahealth is highly sensitive so, for clarity, we really โค๏ธ them; bit 5) we are confident you're sick of clicking the colourless Instagram heart to make it red but please do it and we will do something bigger than big if we hit 5K likes on this post this week. ๐Ÿ’๐Ÿ™ˆโค๏ธ

The media must be playing a late April Fools' Day joke with us to get back for our "mean" ๐Ÿ˜ˆ Colours post. As if two nominations in two days weren't enough, The Ordinary's blush has now gone into very critical condition ๐Ÿค• as it has just won best "It-Does-It-All Range" in Tatler's Beauty Awards 2017. We want to hug all of you for causing big tears to ball up in our eyes after seeing the love and reading the words you have been so so kind to share. This love is by far the most important fuel for our passion โค๏ธโค๏ธโค๏ธ We are going to continue to work very hard day and night thankful that you're beside us. (PS1: We are going to stop on awards after this one because it's getting ridiculous ๐Ÿ™ˆ; PS2: This time we had to bring extra support from Hylamide Sensitive Booster for The Ordinary bottle as the blush was starting to blister. PS3: The Ordinary doesn't have room for 3 award logos on its boxes ๐Ÿ˜ซ) โค๏ธ๐Ÿ’

The Ordinary has diagnosably turned red from a medical-grade ๐Ÿฅblush. As it was getting used to one nomination, our baby brand has made it to the top 3 finalists in the 2017 CEW Beauty Awards (known as "Oscars of the Beauty Industry") for Best New Brand. We can't even ask for your help to vote because all the voting is done by CEW members (beauty experts) and all we can do is cross our fingers, but please please cross your fingers too with us, and if we win, we will share the love in some big monkey way with everyone who likes, loves, cuddles with or comments on this post. (PS: We are misting the poor red bottle of The Ordinary here with @niod SDSM to calm it all down a bit.) ๐Ÿ’โค

Adults call babies cute and stuff but they never take them seriously. We have just changed that attitude a bit. The finalists for the influential Sunday Times Style Beauty Awards 2017 are out. There are 10 brands in the Anti-Ageing Brand category: 8 of these brands are the big adults of the beauty business having been around as early as 1910 to as late as 1994 (7 are owned by major multi-brand beauty conglomerates ๐Ÿ’ฐ). The other 2 brands are our babies: NIOD, founded in 2015 and The Ordinary, founded in 2016. We should be proud but we are instead really thankful; thankful to you, our humbling supporters who have held our hands along some very tough and emotional times. Your words of both encouragement and criticism have helped us serve you better and we look forward to many more years of being alongside each other. Please vote for our babies (it takes a few seconds) by visiting ๐Ÿ’โค๐Ÿ’โค

Colours has (or debatably have) arrived! All 42 of them! Colours is an evolving collection of colour formulations from The Ordinary. The offering begins with lightweight Serum Foundations and highly-pigmented Coverage Foundations with each form available in a comprehensive shade range across 21 shades. Serum Foundations are very low in viscosity and offer moderate coverage that looks natural with a very lightweight serum feel. Coverage Foundations contain higher pigment levels in a non-oily cream texture but still offer a smooth finish that avoids the heavy makeup look that can make skin appear more aged. The pigments used in both formats are treated for a rich, highly-saturated effect. These pigments are suspended in our proprietary spreadability system that allows pigments to look natural on the skin, resist collecting within fine lines and stay on for longer. Both formulations offer SPF 15 protection that's mineral-based and avoid the use of chemical sunscreens entirely. The formulations are and will be the same in all markets but the packaging will claim SPF 15 only in the European Union initially while regulatory processes for claiming SPF in other markets are carried out individually. Serum Foundations: ยฃ5.70 (UK)/$6.70 (US/CA); Coverage Foundations: ยฃ5.90 (UK)/$6.90 (US/CA). (Hint 1: it's April 1st. Hint 2: Monkeys are always late. Hint 3: It's all coming mid April because everyone wanted pumps instead of droppers and caps ๐Ÿ™ˆ) ๐Ÿ’โค๏ธ

Say hello to our extended collection of AHA and BHA formulations from The Ordinary ๐Ÿ™ˆ Our Glycolic Acid 7% Toning Solution is a daily-use formula for all skin types to enhance skin radiance and texture quickly. The Salicylic Acid 2% Solution is a daily-use, lightweight, dry-finish formula for blemish-prone skin. And finally, our AHA 30% + BHA 2% Peeling Solution is a 10-minute liquid masque treatment to be used no more than twice weekly for a stronger effort to improve texture, enhance brightness and visibly even skin tone. Both AHA formulations have a pH of approximately 3.6 which matches the pKa of Glycolic Acid, meaning there is a balance between acidity and salt to maximize effectiveness with minimized irritation ( โš—๏ธ). These formulations include plant technologies from Tasmanian Pepperberry and black carrot to help reduce irritation and oxidative stress associated with topical peels. Explore the full collection at (Please note that our preferred care for healthy skin renewal is use of modern non-acid technologies such as those offered through our brand @niod. Please also note that AHA 30% is not available for sale to direct customers in Canada and is available only for professional sale due to Canadian regulations.) ๐Ÿ’โค๏ธ

If you date plant oils in your skincare routine, get ready to get engaged to 100% Plant-Derived Squalane now available from The Ordinary. Squalane may sound like a boring thing but it actually is a simple thing that does so much for skin and hair that we can just go on and on without end. It is a natural hydrocarbon that is present in the skin, helping to prevent loss of hydration and to improve suppleness. Unlike plant oils, Squalane is completely non-greasy, is exceptionally pure and stays stable in varying UV, temperature and oxidative conditions. Its non-comedogenic emollience hydrates while improving visible elasticity and texture. If you use it on your hair, it offers heat protection, stops moisture loss and prevents breakage. We basically use it everywhere. Our Squalane is 100% pure, 100% colourless, 100% odourless, 100% non-greasy and comes from 100% sustainable plant sources. You will 100% fall in love with it from the very first date. (30ml ยฃ5.50/$7.90).

It's been a really slow week for monkeys... we have flown back from London to open another store at home (yes, monkeys can fly)! Our Greater Toronto Area fans (โค๏ธ) can expect hugs at our @shopsquareone location which is now finally open!!! ๐Ÿ’๐Ÿ”ฒ

It's happened! Our first London store has opened its hug-friendly doors in Old Spitalfields Market on Lamb Street. We monkeys have obviously already filed a petition to rename the street as a matter of emergency. Come in for a hug please? ๐Ÿ’๐Ÿ’๐Ÿ๐Ÿ’๐Ÿ’

The light at the end of this tunnel is very bright. And only a few miles away (monkey hint: coming in March). ๐Ÿ“†๐Ÿ•›๐ŸŽจ๐Ÿ˜ฎโค๐Ÿ’๐Ÿ’๐Ÿ’๐Ÿ’๐Ÿ’

Our last monkey in North America was just boxed on its way to hug someone. But our UK office still has British monkeys waiting to be boxed. UK orders placed today until 11:59pm EST will received a huggable stuffed (love-stuffed) monkey while love-stuffed monkeys last. When we run out of our love-stuffed British monkeys, we'll make another sad announcement here. (In case you don't know about these love-stuffed monkeys. They're very loving. If you take a photo holding one and post it on Instagram with #deciemmonkey and @deciem, we monkeys will send you a discount code for 20% to be used on any single order from us. The post must be done by end of February 2017. One discount code per post and per customer. Discount codes will be valid until June 15, 2017 and can be used only once. Offer valid in Canada, USA and U.K. only but we only have monkeys lefts for U.K. orders now.) โœˆ๏ธ๏ธ ๐Ÿต

Monkeys have a lot of love to give and have always been really jealous because there's no Valentine's Day for monkeys. It's time for big changes... We monkeys are sending a really adorable, fluffy, huggable stuffed (love-stuffed) monkey with every order from Canada, USA or U.K. placed from now until 11:59pm EST on February 14th or while love-stuffed monkeys last. When we run out of love-stuffed monkeys, we'll make a sad announcement here. (Oh and a side note about our love-stuffed monkeys. They're very loving. If you take a photo holding one and post it on Instagram with #deciemmonkey and @deciem, we monkeys will send you a discount code for 20% to be used on any single order from us. The post must be done by end of February 2017. One discount code per post and per customer. Discount codes will be valid until June 15, 2017 and can be used only once. Offer valid in Canada, USA and U.K. only) ๐Ÿ’โค

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