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 are all over the place, both literally and figuratively. The "figuratively" bit is super-easy: we have got no clue what we are doing as a business but it's working. Now the "literally" bit: last July, we opened our very first store in Toronto. Our 12th store is due to open in London's Covent Garden Market late next week. And here is a summary of where we are and where we are going on the map. It would be really mean if we are close to you and you don't come in for a hug.
Now Open: Toronto (Queen W, Yorkville, Cabbagetown, Kensington Market, Square One, Distillery District), Sydney (The Rocks), Melbourne (Chapel St), Seoul (Gangnam), London (Old Spitalfields Market), Mexico City (Antara Polanco)

Coming REALLY Soon (dirty work has begun): London (Covent Garden Market, Boxpark and another Boxpark), New York City (Fifth Avenue @ Library), Miami (Design District), Toronto (Exchange Tower), Vancouver (Metropolis at Metrotown)

Coming Soon But Less REALLY Soon (2017ish): New York City (Multiple Locations), Vancouver (Multiple Locations), San Francisco, Manchester

2018 (looking for space): Los Angeles, Chicago, Calgary, Madrid, Amsterdam, Berlin, Hong Kong (and obviously more). Oh and... HA Blur and Marula Oil are coming back in stock mid next week. 🐒🍌🍼

We said ABNOMALY is everything but everyone started guessing what it is. It's everything. We swear. Pinky swear. And it's coming.

Our really big store is now finally open at Toronto's beautiful Distillery District. This store was originally planned to be home of our upcoming uber-happy brand LOOPHA and, for overly obvious reasons, LOOPHA has been delayed... but it's coming and we will become roommates soon here. For now, come for a cozy and historic hug at our 11th store at 18 Distillery Lane. 🐒❤️ (PS Glycolic Acid Solution 7% and Vitamin C Suspension 23% are now back in stock. Our warehouses are having a highly zen moment.)

ABNOMALY is coming. It is not a thing. It is everything.

We are making the confusing topic of Vitamin C even more confusing: Look out for Vitamin C 30% Suspension in Silicone (C30) and 100% L-Ascorbic Acid Powder (C100), both really affordable, both using pure L-Ascorbic Acid and both coming in July.
Why are we introducing even more Vitamin C products? Because you told us what you liked and what you didn’t like. Vitamin C is a very simple compound that is very complicated to work with and no single Vitamin C formula can suit everyone. It’s really important to us that we offer a solution for everyone to incorporate this amazing and affordable ingredient in their routine. See our previous post for more verbiage. ❤️🐒

Yes, we are writing about Vitamin C while our top-selling Vitamin C formula has been (and is) out of stock for over a month. If that doesn't make sense, please refer to our name... but it's coming back really soon.
The Ordinary currently offers four Vitamin C formulations: Vitamin C Suspension 23% + HA (C23), Ascorbyl Glucoside Solution 12% (AG12), Ascorbyl Tetraisopalmitate Solution 20% in Vitamin F (ATS20) and Magnesium Ascorbyl Phosphate 10% (MAP10). We are about to introduce two additional Vitamin C formulations to make things worse: Vitamin C 30% Suspension in Silicone (C30) and 100% L-Ascorbic Acid Powder (C100), both really affordable and both coming in July.
Pure L-Ascorbic Acid (LAA) formulas (C23/C30/C100) are strongest but they sting as they are super potent. They are suspensions (since LAA is only soluble in water but it’s unstable in water) which means you must use tiny amounts per application to avoid balling up and product waste. C23 avoids silicones to maximize skin utilization of LAA and, as such, can feel a bit gritty despite the very fine mesh of LAA that we use. It can be mixed with hydrators to avoid this grittiness. C30 will include silicones to sting less and feel super smooth with no grittiness, but it will have slightly less skin utilization of LAA (which is why we included more LAA at 30%). C100 can be mixed with other formulas to incorporate LAA as you prefer.
What does this all mean? If you want easy, use AG12 (water base) or ATS20 (light oil base). They are less potent but user-friendly to fit any regimen. If you want maximum LAA exposure, use C23 (can mix with other formulas) or C30. If you are an expert, use C100 (mix the powder with other products in your regimen). If skin brightening is your key goal with Vitamin C, use MAP10. Ideally, don’t use LAA formulas at the same time as retinoids or peeling acids; alternate between AM and PM. (PS LAA is soluble only in water but oxidizes quickly in water which is why water formulations of LAA are simply never a good idea regardless of how they are packaged. They turn orange due to oxidation and some products mask this change in colour with added ingredients that are orange.)

One of our favourite but least-talked-about products, Hylamide's HA Blur, won Best Primer at Best Beauty by Stylist Awards last night in sweltering, un-air-conditioned London. The sensible business thing to do is to offer discounts on products that don't win anything but being sensible is boring and we want everyone to get a chance to try this really extraordinary product. HA Blur is now available at more than 50% off online and across all our DECIEM stores around the world until 11:59pm ET on Thursday. And if you have already bought HA Blur this week at the regular price, don't feel bad... just send us a note and we will ship you a second one for free.
While many things sound like HA Blur, there is nothing like HA Blur. Blurring products promise to scatter light in many directions to hide pores and lines and create a retouched skin finish. There are two types of blurring products on the market: the ones that really work well but don't get along with makeup well (and also aren't suitable for normal to dry skin) and then there are the blurring products that don't work so well but they are compatible with makeup and all skin types (we call such products mediocre––they make everyone happy but no one super happy). Instead of relying on older silica technologies, HA Blur includes an unusual new form of Hyaluronic Acid powder base for its blurring approach. Hyaluronic Acid hasn't traditionally been used for this purpose before and renders HA Blur compatible with all makeup and all skin types, while the blurring effect is exceptional. In fact, it's so compatible with makeup that you can apply under or over foundation, or mix it with any liquid foundation for an ultra-high-definition skin finish. (Oh, and it goes without saying that HA Blur makes skin look perfect without makeup.) ❤️🐒

Brandon has turned 39 (or basically 40). And he has lost his voice from talking too much (happens once a week). And everything is still out of stock here. It's a good day. (Oh and no more Brandon stuff after this for a while. He's getting too much attention.) ❤️🐒❤️🐒

SDSM2 is here (you know the drill; there is some free stuff at the end of this read)! Say hello to the second generation of SDSM, NIOD's dermal treatment mist that acts as a fundamental daily force against oxidative stress, water loss and the look of inflammation, all of which contribute to loss of visible skin quality over time. This update introduces two additional features to the formula: 1) a more potent form of Superoxide Dismutase derived from yeast originally isolated from grape skin with an extremely high activity of up to 55,000 pyrogallol autoxidation inhibitor units per ml resulting in exceptionally high activity of approximately 500 pyrogallol autoxidation inhibitor units per ml of the formula; and 2) a purified, pH-balanced extract of malachite rock, or copper carbonate hydroxide mineral, which offers additional direct scavenging of the superoxide radical. The new yeast source of SOD also has further advantage of higher colour stability than before which, complemented by the naturally-turquoise colour of malachite, renders the colour of SDSM2 brighter yet more saturated. Of course, it goes without saying that the purified North American Four O'Clock Flower and Marine Exopolysaccharides remain unchanged in the formula.
In short, SDSM2 has much more, it's the same large 240ml size and it still costs the same as before. More on (PS: We are doing our traditional thing: we have limited stock of the original SDSM in our DECIEM stores worldwide. During the transition to SDSM2, until stocks last, our stores will offer a free SDSM with any NIOD purchase.) 🐒❤️

Some things in the world just seem to have everything going for them. Azelaic Acid is one of those things. You probably don't know that there is Azelaic Acid on your skin as you are reading this post even if you don't use treatments containing this amazing ingredient, because Azelaic Acid is produced naturally by yeast that lives on healthy skin. Found also in grains, Azelaic Acid brightens the skin tone while visibly improving the evenness of skin texture and reducing the look of blemishes. It is a multi-functional support ingredient for all skin types and also acts as an effective antioxidant. And while most acids cause redness, Azelaic Acid is also shown to reduce the looks of redness and of rosacea. The Ordinary offers Azelaic Acid Suspension 10% which offers a high-purity grade of this amazing ingredient in a lightweight cream-gel system suitable for all skin types (30ml, UK£5.50, US/CA$7.90). (PS1 As this formula is a suspension to offer optimal stability, very small amounts must be used and ideally at bedtime. PS2 We cannot ship Azelaic Acid to some markets due to local regulatory limbos; we can instead ship you a baseball bat so you can beat up local authorities for being a few generations behind the rest of the world. We have 5 baseball bats available on a first-come, first-served basis. If you are interested in one, please DM us.) 🐒❤️

We are emotional alongside you. DECIEM is our baby––and we have raised this very special baby together with you. I will never let anyone mistreat our baby. Please take a moment to read my personal letter here:

Our lab has always been a mess. It was a mess on day 1. It was a mess yesterday. And it remains even messier today. No one will tell us how to run our lab and no one will tell us what our prices should be. You are the only voice that matters. We have always listened to what you have told us and today, more than ever, we have the resources to hear you even more clearly (which is why Natural Moisturizing Factors 100ml and new less-gritty forms of Vitamin C are just weeks away). We are the force of good change and our desire to be this force is the only thing that won't change in our future together with you. We are not changing our formulas (unless we make them better like we just did with NIOD's MMHC2), we are not changing the prices of products we sell to you and we are not changing our communication transparency with you. Please take a moment to read Brandon's personal letter here: (It's long but it tells it as it is.) 🐒❤️🐒❤️🐒❤️🐒❤️🐒❤️🐒❤️🐒❤️🐒❤️

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