Deciem is the parent company behind a number of popular beauty brands, including Niod, Fountain, Hylamide, and The Ordinary. The latter is our personal favorite thanks to its line of effective formulas and affordable price points. Beauty enthusiasts, influencers, and celebrities agree. Even Kim Kardashian West counts herself as a fan. She swears by one of The Ordinary's $10 serums for "slowing down the aging process."
While its maintained relatively successful sales figures in spite of it, Deciem has been embroiled in some (very public) controversy as of late, which, to make a long story short, resulted in the brand removing its products from Sephora's shelves, enduring a legal battle, and falling under the direction of a new, sole CEO (like we said, it's a long story). According to WWD, though, it looks like Deciem's drama is a thing of the past. In an interview with the new, sole CEO, Nicola Kilner, it was revealed that The Ordinary will soon be relaunching at Sephora.
We can't wait to see its victorious return. Keep scrolling to learn more about the brand's latest decision, and check out a few of our favorite products along the way.
"After everything happened, my main focus was to make sure that our people were where they need to be," Kilner said in the WWD exclusive. "That they were happy, they were feeling comfortable, they were inspired again—that’s where most of my focus has been."
As stated in the article, we can expect to see The Ordinary back on Sephora's site in January. Right now, if you search The Ordinary on the retailer's site, an error page comes up, which reads, "Currently we do not carry the brand you requested. Here are other brands to consider." While it doesn't mention an exact launch date or time (The Ordinary's products are prone to selling out), January is right around the corner, which means our waiting period will be short-lived.
Not only can we expect to see The Ordinary back at Sephora, but we can also expect to see some new and innovative products rolling out. "A lot of customers find us through The Ordinary, then they fall in love with the proposition and the results they see, and then actually, they want to see what else we have, and will maybe try a product from Niod or one of the other brands," Kilner said. "We started looking at the innovation pipeline again, because Deciem was always around innovation, new brands, new products and making sure we’re always leading the way." Apparently, the company has over 50 new products slated for release in 2019.
It's also looking to open new brick-and-mortar stores in various major cities.
The star of this new serum is an ingredient called pycnogenol, which is a plant extract taken from "French maritime pine trees," according to the brand's website. The powerful antioxidant works to increase the skin's elasticity and hydration.
This innovative combination of vitamin C and hyaluronic acid is perfect for brightening dull winter skin. It also provides antioxidant benefits and hydrates the skin.
This is the aforementioned serum beloved by Kim Kardashian West. It's a retinoid, similar to retinol, but it's been stabilized to prevent any irritation or sensitivity from happening. That's a big concern surrounding retinol for some people, so this serum is a good choice for anyone who fears that a traditional retinol might be too harsh. Like other retinol products, it targets dullness, wrinkles, fine lines, and uneven texture.
If you're inclined to use organic oil as a moisturizer in the winter, you might benefit from this rose-hip oil. Pat it into your skin after cleansing for long-lasting moisture. Rose-hip oil is super beneficial to the skin.
Make no mistake: UV rays are still out to damage your skin in the winter. Keep your complexion looking healthy and youthful by using a daily sunscreen, like this one, which offers SPF 50. It also has antioxidants to fight off free radicals.
Next, check out nine new makeup products we predict will be best sellers in 2019.