In a world where beauty products often come with extravagant claims, DECIEM stands out as a beacon of transparency, innovation, and authenticity. Founded in 2013, DECIEM is an internet-first beauty brand that has reshaped the skincare industry with its commitment to quality and affordability. Known for its popular sub-brands like The Ordinary and NIOD, DECIEM offers a diverse product catalog that tackles various concerns across skincare, makeup, body care, hair care, and supplements. But beyond its products, DECIEM’s story is deeply intertwined with the visionary behind it—Brandon Truaxe.
Inception of DECIEM and the Visionary Behind It
DECIEM was founded by Brandon Truaxe, who is often hailed as “the beauty world’s most exciting disrupter.” Brandon’s journey into the beauty industry began with a four-month co-op at a skincare lab, where he became disillusioned by the lack of passion and transparency in the development of beauty products. This frustration lingered for years, even after he successfully sold his first software company. Fueled by a desire to bring change to the beauty industry, Brandon set out to create DECIEM, a company that would break the norms and offer something truly different.
DECIEM, often referred to as the “Abnormal Beauty Company,” quickly gained recognition for its honest approach to skincare. Brandon’s vision was clear: to offer high-quality products that were not only affordable but also backed by science. His dedication to transparency and authenticity resonated with consumers, and DECIEM soon became a household name. Brandon’s unique approach to branding, where he embraced being different, functional, and sensibly priced, attracted a loyal following of educated and curious consumers who appreciated his genuine definition of quality.
DECIEM’s Growth and Impact on the Beauty Industry
Since its inception, DECIEM has experienced remarkable growth. The company has sold more than one product every second and has expanded its reach globally, making its products more accessible to a growing community. Under Brandon’s leadership, DECIEM opened new doors around the world and welcomed its 1000th employee, marking significant milestones in its journey.
Despite the rapid expansion, the company’s commitment to innovation and quality remains unwavering. DECIEM’s product lines, including The Ordinary, NIOD, and Hylamide, have become staples in the skincare routines of millions. The Ordinary, in particular, gained massive popularity for offering effective skincare solutions at affordable prices.
The brand’s no-nonsense approach to beauty, coupled with its transparency about ingredients, struck a chord with consumers tired of the industry’s usual marketing gimmicks. DECIEM’s success has not only disrupted the beauty industry but also set new standards for how beauty products should be marketed and developed.
Continuing Brandon Truaxe’s Legacy
Despite Brandon Truaxe’s tragic passing in 2019, DECIEM remains committed to carrying forward his vision for a better world of beauty. The company is now part of the Estee Lauder Companies, which acquired a majority stake in 2021, ensuring that DECIEM’s innovative spirit continues to thrive. With its lab hard at work developing new products and plans for further expansion, DECIEM is poised to continue its journey of doing “big, good things.”
As DECIEM moves forward, the legacy of its founder lives on through the company’s unwavering dedication to quality, transparency, and authenticity. The beauty world has been forever changed by Brandon Truaxe’s vision, and DECIEM remains a testament to what can be achieved when passion and innovation come together. With its sights set on the future, DECIEM continues to inspire a better world of beauty, one product at a time.
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