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 doing something very bad 😜 The first ever store dedicated to The Ordinary is coming very soon to London's Covent Garden.

Love is the most powerful force in life. And the same is true when it comes to business. Over the last four years, our team has grown to 210 monkeys in five countries. And it's our πŸ’ love for one another that's enabled us to navigate through some very frightening jungles of competition πŸ¦πŸ…πŸ†πŸŠ. Our only secret is that none of us works *for* DECIEM; we *are* DECIEM. From the bottom of our big monkey hearts, thank you for supporting us and for making DECIEM possible β€οΈπŸ’. (PS: It goes without saying that our team is growing. If you know amazing people who can become monkeys, make them watch this video, give them a banana 🍌and direct them to

(Long read πŸ™ˆ... but there are free things at the end.) Say a premature hello (launching in late May) to MMHC2, the next generation of NIOD's Multi-Molecular Hyaluronic Complex. This edition introduces 2 new forms of HA compounds, including a first-ever use of direct hyaluronic acid not in sodium salt form, for a total of 15 forms of HA, HA precursors and an HA support technology. The most notable addition to the formula is a rare direct form of HA. Almost universally in the world of beauty, "hyaluronic acid" is used loosely to refer to "sodium hyaluronate" which is the sodium salt of HA. When products refer to "hyaluronic acid", in almost every case the reference is to forms of "sodium hyaluronate" which appears in the ingredients. While several sodium salt forms of HA are in MMHC2, the formula now includes 1.0% direct hyaluronic acid which appears as "hyaluronic acid" in the ingredients. This inclusion is rare for a broad range of formulation and commercial reasons. Direct HA offers pro-repair support beyond water hydration that sodium hyaluronate offers, for improvements to the elastic look of skin. The formula also introduces a marine form of HA (exopolysaccharides) from marine genus Pseudoaltermonas sp., sustainably sourced from Brittany, to supports water content of tissues in exposure to temperature variations. Finally, MMHC2 introduces an HA support system of adaptogenic clary sage flavonoids and phenylethanoid glycosides to form a water-protective barrier for dermal water retention. These additions join MMHC's original selection of multiple HA forms in varying molecular weights. MMHC2 costs more to make but we have kept the price the same, because your love has allowed us to grow without spending so much money on advertising ❀️. Explore MMHC2 at (Now the free things: we have limited stock of the original MMHC in our London and Toronto stores. During the transition to MMHC2, until stock lasts, these stores will offer a free MMHC (30 or 15ml based on stock) with any NIOD purchase. Ongoing innovation is a nightmare because you need to do something with existing products. Our solution is to give it away to our loyal supporters.) β€οΈβ€οΈβ€οΈπŸ’

The Ordinary became a finalist earlier this year in the Anti-Ageing Brand category of the influential Sunday Times Style Beauty Awards 2017. Your votes helped us win despite the brand being only a year old in competition with some of the most established brands. We are too embarrassed to be proud because we are still so behind with orders. We owe everything to your very kind votes. We promised last month that, if we won, we would do something big. Please give us a couple of weeks to catch up with our existing orders and we promise we will do something very big (so that we can fall behind again! πŸ™ˆ). We know that we wouldn't be here without your love and we love you for being you. We are so very lucky to have your kind and humbling support. πŸ’β€οΈβ€οΈβ€οΈβ€οΈ

Hi ❀️ We are really emotional. We are working really hard. And we feel really helpless. We know many of you are waiting for your order of Colours. And nothing hurts us more than knowing how difficult it is to be waiting. Everyone seems to be congratulating us on the success of Colours but we are instead so severely disappointed in ourselves that you are still waiting. We have always manufactured all of our products in house, which almost no one does. This very direction has allowed us to be disruptive in beauty and offer value to you, our amazing customer, follower and supporter. However, this in-house effort is also what has placed us under tremendous pressure to fulfill the extreme volume of orders for Colours when it launched. We started with a waiting list of 25,000 people but ended up with orders for more than 250,000 units in just a week. We are producing Colours around the clock and we are fulfilling orders around the clock. We estimated it would take us 10-15 days to get through these orders but it's taking a bit longer despite every single one of us placing our heart and soul into what matters the most: your happiness. We are working very hard. We are shipping orders daily. Your order will be ready very soon. And in November, we will be moving to a new facility, representing our fourth move in four years. This new facility will increase our capacity by 450% initially and by even more shortly after. It is unacceptable to us for you to wait and we know that we will soon be in a place where we can serve you very promptly, the only way you should be served. We love what we do, we love you and we cannot express in words how much it hurts to be where we are now. Once we are in a better place and back on track, we will do something very special for everyone who has had to endure delays to receive Colours. We will never forget that you supported us through such very difficult times. Please accept our very helpless but very genuine hug.

We have been really scared to announce something but it looks like everyone has noticed anyway... The Ordinary Colours are now in stock. Please be gentle (we are overly sensitive today πŸ€’) : our websites crashed this weekend from the truly extraordinary volume of traffic πŸ™ˆ. We are working very hard to ship every order as quickly as possible. We are blessed to be receiving so much love from you. Please know that this love means everything to us and that we don't take it for granted. And we will continue to dedicate our heart and soul to make sure we get better at serving you every day. Without you, we would not be here today: something that we will never forget. β€οΈβ€οΈβ€οΈπŸ’

We announced a few weeks ago that our baby brand, The Ordinary, became a finalist in the 2017 CEW Beauty Awards (known as "Oscars of the Beauty Industry") for Best New Brand. We have tears in our eyes to be announcing that last Friday, we won πŸ™ˆπŸ™ˆπŸ™ˆAny business, especially one of building a brand, involves tremendous sacrifice but it takes a single moment of achievement to fill an entire team with unspeakable emotion, becoming a reminder that it has all been worthwhile. 🍌We are so honoured to accept this recognition. This award is one that we have won together with you ❀️, because it has been your voice that has allowed us to continue our commitment despite so much criticism from both expected and unexpected places when we started. We have been called a "charity"; credible people have called us "illegal"; business people have said our model is "unsustainable"; we have been marked as "low quality"; we have been downplayed as "single notes"; and people have said that we might even skip regulatory matters. But, despite all of this nonsense, you and we won together, both knowing that The Ordinary is actually not a collection of cheaper alternatives for very good things but rather a collection of actually better things offered with honest margins. Thank you, our customers, our followers, our audience and all of you who believe in what we do πŸ’β€οΈβ€οΈβ€οΈ. (PS We promised we would do something very big πŸ’₯ if we won. We will. And it will be very big πŸ’₯πŸ’₯πŸ’₯. But please bear with us for a few weeks until we fulfill so many outstanding orders for Colours before we do our big thing so that we can all survive through it somehow peacefully πŸ™ˆβ€οΈβ€οΈβ€οΈ).

We monkeys have our own Pinocchio πŸ€₯ 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 ❀️ 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. πŸ’πŸ™ˆβ€οΈ

The media must be playing a late April Fools' Day joke with us to get back for our "mean" 😈 Colours post. As if two nominations in two days weren't enough, The Ordinary's blush has now gone into very critical condition πŸ€• 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 ❀️❀️❀️ 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 πŸ™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 😫) β€οΈπŸ’

The Ordinary has diagnosably turned red from a medical-grade πŸ₯blush. 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.) πŸ’β€

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 πŸ’°). 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 πŸ’β€πŸ’β€

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: Β£5.70 (UK)/$6.70 (US/CA); Coverage Foundations: Β£5.90 (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 πŸ™ˆ) πŸ’β€οΈ

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