From The Ordinary retinoid to the Niod copper serum
Canadian brand Deciem is as cult as cult can be in beauty. Celebrated by beauty editors, bloggers and all kinds of product lovers who simply value transparency, it’s the “abnormal” beauty company the industry has long been waiting for.
Combining cutting-edge science with modest price points, 38-year-old founder Brandon Truaxe is realising his mission to democratise serious skincare. In just four years he’s launched 10 brands under the Deciem umbrella — there’s haircare, grooming products and supplements, too — and when a liquid foundation was released into budget range The Ordinary it was met with a 25,000-person waiting list. Not a PR story.
So, what else is so in-demand that it sells by the bucket load? Well, these are the most popular Deciem products by brand which customers go back time and again for:
Hyaluronic Acid 2% + B5: Its combination of low, medium and high weight molecules of HA gives an immediate moisture boost, leaving skin plumped and smooth. And all for the price of £5.90.
Advanced Retinoid 2%: Using next-generation retinoid active technologies, The Ordinary customers have managed to swerve the irritation usually associated with retinol products — but all the anti-ageing benefits apply (just don’t forget your SPF in the morning).
SubQ Anti-Age: Containing five forms of hyaluronic compounds, plus peptides and advanced biotechnological technologies (all explained in detail on the Deciem website), this potent serum plumps skin like nobody’s business.
Low-Molecular HA Booster: This hero hydrator offers superior absorption compared to your regular HA, leading it to be coined a “hyper-strength rehydration serum”.
Copper Amino Isolate Serum (CAIS): This clever anti-ager contains 1.0% pure Copper Tripeptide-1 which you mix with an activator before the first use. It works on the skin’s tone and texture, including pesky enlarged pores. Oh, and it’s deep blue in colour, but don’t let that put you off.
Multi-Molecular Hyaluronic Complex: To be applied post-CAIS, or alone, this combines 12 forms (count ’em) of hyaluronic compounds and peptides. The Rolls-Royce of HA serums.
Hand Chemistry: An immediate Boots sell-out when it launched in 2013, the concentrated anti-ageing hand cream is very much still going strong.
HA3 Hand Hydrator: Containing both low- and high-molecular-weight forms of hyaluronic acid this forms a protective “glove” on the hands to help prevent moisture loss.
Density Stimuli: Supporting healthy hair from the root up is Stemm’s main mission, and the Density Stimuli is a serum for your scalp. Packed with vitamins, minerals, amino acids and peptides it gives you a head-start at healthier hair.
High Amino Shampoo: Promising the promotion of improved hair density, this gentle but effective shampoo is a treat for the scalp as much as your strands.
HIF is explained as “professional cleaning for hair”; think gentle cleansing conditioners that don’t use stripping detergents. Volume Support, followed by Growth Support are the best sellers in the 16-strong range.
The concentrated liquid supplements in the Fountain range work to strengthen your skin from the inside-out. Top of the hit list is The Hyaluronic Molecule, a plumping potion, followed by The Phyto-Collagen Molecule designed to support new collagen formation.