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DECIEM is a humble and happy umbrella of good beauty brands like NIOD, Hylamide, and The Ordinary. They’ve been called every good and bad thing you can think of like “The most thrilling thing to happen to skincare” and “The hottest beauty company right now”.

Natural Moisturizing Factors + HA for Scalp

Everything DECIEM does is of exceptional quality. Today, quality is no longer defined by merely price points or distribution channels. Quality today means being authentic, being different, being functional, being beautiful and being sensibly priced, even to the wealthy. DECIEM chooses to serve the educated, the curious and the intelligent who appreciate our dedication to this very genuine definition of quality.

The Ordinary is a brand from DECIEM that you’ve probably already seen on TikTok. Their team is specialized in materials chemistry and biochemistry, and have brought pioneering innovation in skincare through their core brands, Hylamide and NIOD. In the category of functional beauty, integrity is rare. Commonplace technologies are referred to as groundbreaking and insensible pricing strategies confuse the audience, disguising commodity technologies as advanced.

DensityMulti-Peptide Serum for Hair Density

The Ordinary exists to communicate with integrity and bring to market effective, more familiar technologies at honorable prices. The Ordinary takes pride in honesty, fights innovation stagnancy in the industry and indirectly celebrates the depth of innovation our brands, Hylamide and NIOD, continue to bring to the category. 

The Ordinary is an evolving collection of treatments offering familiar, effective clinical technologies positioned to raise pricing and communication integrity in skincare. The brand was created to celebrate integrity in its most humble and true form. Its offering is pioneering, not in the familiar technologies it uses, but in its honesty and integrity. The Ordinary is born to disallow commodity to be disguised as ingenuity. The Ordinary is “Clinical formulations with integrity”.