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  • High-tech cosmetics for the contemporary beauty consumer
  • High-tech cosmetics for the contemporary beauty consumer
    Thomas Hawk, Creative Commons (2014) ©
CASE STUDY

DECIEM: a bare-faced beauty brand for all

The beauty industry is diversifying and DECIEM is an umbrella brand that’s responded to this with high-tech products for all. According to founder Nicola Kilner, society is increasingly ageless and genderless, anyway. So who exactly are its customers? And what’s behind its rapid rise to success?

Location Global

Scope
A new umbrella company that prides itself on being different has been shaking things up in the beauty world – its name is DECIEM. Founded in 2012, it’s grown fast, with nine brands already available on the market and three more set for released.

DECIEM pride itself on creating products that are different; each product is unisex, results-driven and targets a specific concern. “We're founded on the principle of doing everything others don't do,” claims the brand. “We’re changing the world of beauty based on this principle.” [1] What is it about these products that ...

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