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  • DECIEM shows great skin care doesn’t have to be pricey
  • DECIEM shows great skin care doesn’t have to be pricey
    Alena Getman (2015) ©

DECIEM shows great skin care doesn’t have to be pricey

From face washes to costly serums, looking after your skin isn’t cheap. But the latest brand from innovative beauty company DECIEM is looking to change that. The Ordinary is challenging the premium skin care segment by offering up effective, no-nonsense products at affordable prices.



  • Article image Where’s the beauty in being lazy?

    Whether you’re the contouring queen or a minimalistic gal, a lot of women aren’t prepared to spend more than five minutes putting their face on in the morning. And there are more products than ever that offer time-saving shortcuts to help women feel beauty-rich, even when they're time-poor.

  • Article image Milk: quick cosmetics for cool girls

    In a rush? No make-up brush? No worries. Milk understands the way young women think about and use beauty products. Sold as ‘high concept, low maintenance’, it's inspired by and designed for creative, cool girls – providing mascara that’ll stay on all weekend and lipstick that’s actually kiss-proof.

  • Article image 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?

  • Article image Why beauty for Boomers isn’t about anti-ageing

    Women over 45 account for 41% of spending on cosmetics and toiletries. For these women, beauty is an investment, and they are prepared to pay for it. But the majority of products fail to target the issues women face as they grow older. So just what are beauty brands missing?