Affordable Skincare?! Behind the Canadian Brand Deciem.

December 14, 2016

Property of Deciem
I love a good success story. 

Credit should be given were credit is due, and the Canadian company DECIEM deserves credit.

They're a fresh, 3 year old Canadian umbrella company with more than 10 brands. Each brand specializes in selling targeted products.

'Niod is a professional range to complement dermatological and surgical options in beauty'
'Hylamide is a skin care treatment range that targets every depth of the skin from the surface of the subcutaneous level'
'The Chemistry Brand is a brand focused on treatments to fight all aspects of hand and body aging.'
'The Ordinary. is an evolving collection of the treatments offering familiar, effective clinical technologies positioned to raise pricing and communication integrity in skincare. '
'STEMM is a range of daily care and treatments to celebrate healthy follicles, scalp and, in turn, hair.'
'Fountain is a beauty supplement brand focused on offering water-soluable, highly bioavailable forms of proven health and beauty nutrients in easy-to-take liquid formulas.'
'HIF: Think of HIF Cleansing Conditioners as dry cleaning for your hair, only with water. In one simple, gentle step, HIF deep cleanses with cleansing fractions instead of common detergents while a long list of conditioning technologies, exotic oils, hyaluronic acid and precious rock extracts leave the hair in prime condition.'
'White Rx is ultra-scientific innovation leader in pigmentation skincare.''
'AB CREW is a high-performance range of health, fitness and grooming products targeting the modern man. The range offers a no-nonsense alternative to the common, bulky, monster-like, ugly, behind or fruity products in the men health, fitness and grooming space.'

I thought i'd share about this company because I like their products and want to see them blow up in Canada. They produce their own products in Ontario. Usually companies don't do that. I'm not sure how many employees they have now, but at least 60 Torontarians. As for animal testing, they test their products on humans. They don't hire a third party to test on their behalf. I have respect for this company and it's founder, especially after reading the two articles I linked below. If you want to hear a beauty industry insider give his thoughts on the industry, check it out. 

Still Image from their Youtube video: NIOD- NON INVASIVE OPTIONS IN DERMAL SCIENCE
I discovered them only recently when I came across them on and on the Instagram pages of Canadian beauty bloggers. The packaging of their products was eye catching but what really drew me in was the prices of the products they sold, particularly for their 'The Ordinary' line. The ingredients were simple, effective yet this company was selling it for actually reasonable prices. Alternative to the prices of similar skincare products sold in Canadian Drugstores by huge companies.

$9.50 CAD
In regards to the founders thoughts on bougie skincare pricing: 
...while doing a computer science co-op stint at a beauty conglomerate, he was shocked to realize the low price of the ingredients going into swank creams. “I was annoyed. How could you make a product for $3 and sell it for $1,000?” Excerpt from this article by Wing Sze Tang.
The founder, Brandon Truaxe is really talented. By the times he was my age, 21, he sold his first company, a software related development! Before Deciem, he had a founding role with Indeed Labs, but sold his stake with the company and agreed to a non-compete clause. That meant he couldn't create any facial anti-aging products for three years (I guess he was really good at that too). He created the Fountain line, which is basically an anti aging skincare supplement that went down really well with Europeans. He also made an anti-aging hand cream which became one of the top selling face creams in Europe. 

In 2015, Deciem was a 30 million dollar annual company but Canadian sales accounted for only 1 percent of that. Wow. The founder points out that there's not much coverage of beauty products in Canada (other than beauty bloggers), that Canadians don't really care for Canadian brands and we have a different outlook on beauty and skincare compared to Europe. I'm no expert on the topic, but i'd have to agree.

As of 2016, Deciem sold $60 million + at retail in 2 years.

In the coming years, the founder is focusing on building the company. I definitely look forward to seeing where it's at in 5-10 years.

For more information, check out the links below.


This review wasn't sponsored by Deciem.

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