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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.


It was about four years ago when our factory shipped out our 10th unit. Our 10,000,000th unit is just about to ship out now. There are many lessons about business, life and love between 10 and 10,000,000, but one lesson stands out the most: that the truth is the easiest thing to sell; it just takes a bit longer to sell it. We have so much to learn ahead of us and it means everything that you're holding our hands on this journey. πŸ’πŸ›Ά

Ooops, we said it πŸ™ˆ

Hylamide's Pore Flush is here (somewhat on time actually to our standards... just a year late πŸ™ˆ). This lightweight mist joins our family of solutions for naughty pores which includes Pore Control and Pore Delete. Pore Flush combines clinically-tested bio-derivatives of bridewort and buchu with a gram-negative marine bacteria to help reduce the appearance of enlarged pores and of sebum overactivity. It's a super-lightweight way to keep pores and oil in check. If pores are a primary concern, Pore Control remains our ideal long-term companion in your skincare. If pores are a secondary concern, Pore Flush is the simplest step to introduce into any regimen. And, for instant reduction in the look of pores and of shine, there is nothing like Pore Delete which makes pores appear to disappear right away (it has been described as "sorcery"). It's all on hylamide.com. β€οΈπŸ’

Umm... this happened today... There's now a shoebox dedicated to The Ordinary in super-creative, super-vibrant @boxpark in London Shoreditch. Post a photo you have taken of our new cozy shop with #deciem #shoebox and show the post to one of us at the store for a 20% discount on anything and everything until the end of September. (Next stop is a big, long and naughty one: NYC!!!). β€οΈπŸ’πŸŒ

It's common knowledge that monks listen much more than they speak and we seriously think that's one of the reasons their necks don't seem to lose elasticity as quickly as everyone else's! Our neck and lower face don't lose elasticity over time only because of gravity and ageing, but also because most of us tend to talk so much more than we listen, causing ongoing strain/stretching of our lower face/neck. Our team is proof that speaking less is not a sustainable anti-ageing approach (Brandon: hint 😜) but @niod's best-selling Neck Elasticity Catalyst (NEC) works quickly to restore the natural elastic look to the lower face and neck. The multiple advanced peptides and plant biotechnologies in the formula are pro-elastin (the natural elasticity protein), pro-density but anti-elastase (the bad enzyme that breaks down elastin), resulting in the skin regaining that elastic, dense look in the generally-neglected area of lower face and neck. Available on niod.com in a 50ml jar or a 100ml tube; it spreads so easily that either size seems to last forever. πŸ’β€οΈ

We have been ignoring one of our very best and very first babies for so long. Hand Chemistry is our best-selling multi-functional hand cream that targets 8 signs of hand aging simultaneously with a 19.5% concentration of actives from biomimetic peptides to plant stem cells that visibly improve firmness, elasticity, density, evenness, brightness, texture, smoothness and hydration. It has received so many awards and accolades (we stopped counting) over the years from authoritative voices such as Cosmopolitan, CEW and Women' Health. Launched in 2013, Hand Chemistry has been consistently one of our top-selling products and is available in 30ml, 100ml and 240ml sizes both online and through department stores, pharmacies, TV shopping and select salons around the world (for a full list of retailers, visit buyhc.deciem.com). When we launched, Brandon had a non-competition covenant that prevented him from developing anything in face care and he decided that we had to develop a formula better than any face cream but for the hands. We have a character limit here but you can ask the Internet all about it... just Google "Hand Chemistry" and you'll understand. β€οΈπŸ’πŸ˜˜

We really don't have much more to say yet about it all, but this naughty thing is coming soon online and offline. β€οΈπŸ’πŸ˜Ž (Hint: consultations, sampling and a bunch of other monkey things) 😜

We are often asked to keep things simple so here it is... say a warm hello to ethylbisiminomethylguaiacol manganese chloride πŸ™ˆ, also called EUK 134 (a "warm hello" because you'll feel a warming sensation when using EUK 134). In very simple terms, our new EUK 134 0.1% is a super-strong antioxidant that regenerates itself, unlike most antioxidants. It's best used once a day in the AM on its own or it can be mixed with non-acidic formulations if desired. Now the more complicated things... Everyone talks about antioxidants as if they're all basically the same thing. Almost everything from green tea to Vitamin C to hydroquinone is an antioxidant but most antioxidants are not able to regenerate as they scavenge free radicals. EUK 134 is a biomimetic of catalase and superoxide dismutase enzyme. It fights free radicals, reactive oxygen species (ROS) and hydrogen peroxide but after each antioxidant reaction, it regenerates itself so that it can undertake another antioxidant reaction. It's been shown to reduce visible redness and protect against appearance of UV damage. Now the PS: a) The formula is free of water, silicones, oils and alcohol; b) The 0.1% concentration is an extremely high concentration and more than 10 times the low suggested amount used in many formulations; c) EUK 134 has a brown hue. Other formulations that look more β€œelegant” in colour aren’t using any better form of EUK 134; they’re just using far less EUK 134; d) EUK 134 should not be combined with acids; they react very quickly (and we don’t understand why some formulas contain both acids and EUK 134); e) Don’t let the accessible price of this formula misguide you. Some brands claim that their EUK 134 costs more than $30,000+ per gram; trust us that they possibly meant $30,000+ per kilogram at most, a mistake that reflects an exaggeration of 1000 times. Yes, EUK 134 is expensive but no one we know uses anywhere close to the 0.1% that we use, which means the final formula doesn’t need to be inaccessible. β€οΈπŸ’

Say hello to our extended range (πŸ™ˆ) of retinoid formulations, which now includes the high-strength, low-irritation, water-free, silicone-free, alcohol-free, super-lightweight Granactive Retinoid 5% in Squalane, delivering 0.5% Direct Ester of All-Trans Retinoic Acid. Explore the full range at theordinary.com under Retinoids. β€οΈπŸ’

O, yes we have. Our Resveratrol 3% + Ferulic Acid 3% has arrived. This formula combines very high concentrations of two of the most powerful and important antioxidants in skincare: Resveratrol and Ferulic Acid. Resveratrol is a natural phenol found in several plants. Ferulic Acid is a high-potency phytochemical antioxidant found naturally in walls of plant cells. Skincare formulations generally incorporate Resveratrol at 1% or less and Ferulic Acid at 0.5% or less. This water-free, oil-free, silicone-free, alcohol-free formula contains each at 3%, an exceptionally high concentration. (30ml US/CA$7.90, Β£5.50) πŸ˜β€οΈπŸ’

@niod RE:Pigment is here. A highly-saturated, ultra-lightweight, emollient solution, RE:Pigment incorporates modern advances in biotechnology and peptide technology to fight signs of one of the most complex-to-treat dermal concerns: hyper-pigmentation. The technologies used in the formula include Diglucosyl Gallic Acid, Acetyl Glycyl Beta Alanine, Azeloyl Glycine, a concentrated White Shiitake Ferment, several advanced liposomal and solubilised peptides, and plant derivatives from traditional Chinese medicine. The 90%+ concentration of technologies in the formula requires using the actives themselves to solubilise one another. Available in 15ml and 30ml formats. β€οΈπŸ’

We'll start with the obvious: ABNOMALY is a brand with (many) products coming because our lab is super bored. What connects these products is that they are unrelated to anything and are too screwed up to fit into our otherwise more normal brands πŸΏπŸ¦ƒπŸ’Now the less obvious: a) ABNOMALY will be our (Brandon's) rants when he loses it πŸ™‰; b) ABNOMALY will be DECIEM's beauty boxes (including boxes for products that don't exist yet); c) ABNOMALY will be DECIEM's loyalty program (Dear soon-to-be Abnomalists... fret not in the meantime... we are going to credit you back since the very first day). In short, ABNOMALY is our misbehaved alter ego. (P.S. we are the innocent social team... we don't know anything about products, dates, times or anything really about ABNOMALY.) β€οΈπŸ’

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