The Ordinary Has a Secret Sister Brand You've Never Heard Of, and It's Amazing


Courtesy of brand / Design by Dion Mills

If DECIEM were a basketball player, it’d be LeBron James, Steph Curry, Kevin Durant, Kawhi Leonard, and James Harden, all rolled into one all-star. DECIEM is the parent company of 10 brands (and counting) featuring skincare, makeup, body products, haircare, and supplements. All of their operations take place in-house at their Toronto headquarters, and they don’t have PR or a marketing budget, which keeps their prices affordable and their cult-like followers happy. 

Tired of industry mark-ups for low-cost ingredients, Brandon Truaxe, founder of DECIEM, was a visionary who decided to make his brand (well, 10 brands) unconventional, and he aimed to off-center the established beauty industry giants.

Their skincare and makeup brand The Ordinary grew a massive fan base following its launch of affordable scientific-grade ingredients and the lightweight Serum Foundation, which boasted a waitlist of over 25,000 people. 

Of its three skincare brands, DECIEM has a lesser-known luxury line called NIOD (Non-Invasive Options in Dermal Science) that people are obsessed with—myself included. NIOD was the result of Truaxe’s own desire for a personal line made of the best quality and highest-possible grade of ingredients.


Founded: Brandon Truaxe in 2012

Based In: Toronto, Canada

Pricing: $$$

Best Known For: Being The Ordinary's cool, science-backed big sister brand

Most Popular Product: Multi-Molecular Hyaluronic Complex, Copper Amino Isolate Serum 2:1

Fun Fact: NIOD is short for Non-Invasive Options in Dermal Science

Other Brands You'll Love: The Ordinary

Titled with chemical abbreviations and clad in simple, scientific packaging reminiscent of a floppy disk, Truaxe called NIOD “skincare for the hyper-educated.” Unlike many brands where the first four or five ingredients have active properties, every component in NIOD’s products has a purpose. But for those of us without degrees in advanced chemistry, the ingredients may seem complicated, confusing, and time-consuming to research. That’s why we’ve made it easy for you. 

Keep scrolling for the best products from NIOD.

01 of 08

Multi-Molecular Hyaluronic Complex

NIOD Complex
NIOD Multi-Molecular Hyaluronic Complex $60.00

This is the only hyaluronic serum on the market with 15 forms of hyaluronic compounds, precursors, and support technology—a.ka., the hydration is real

This product opened to my eyes to the truth behind hyaluronic acid. The brand explains that most products in the beauty industry use the term “hyaluronic acid” to describe “sodium hyaluronate”, a sodium salt of hyaluronic acid. While MMHC2 has sodium salt forms of hyaluronic acid, it also features 1.0% direct hyaluronic acid which is listed clearly as “hyaluronic acid” in the ingredient listing. 

Upon investigation, I noticed a lot of my hyaluronic serums only listed “sodium hyaluronate” on the ingredients and “hyaluronic acid” was nowhere to be found. It’s safe to say MMHC2 is my new go-to on the hydration-front. 

02 of 08

Flavanone Mud

Flavanone Mud
NIOD Flavanone Mud $39.00

Not your traditional mask, this treatment provides a 3-phase decongestion system targeting deeper levels of the dermis while maintaining the skin’s integrity. Don’t leave it on longer than 10 minutes because it will sting. The stinging will continue or even intensify slightly after you wash it off, so don’t be scared—it’s very temporary. 

This mask reminds me of Biologique Recherche's Masque Vivant in terms of the color and decongestion effectiveness, but without the smell (phew). 

03 of 08

Copper Amino Isolate Serum 2:1

NIOD Serum
NIOD Copper Amino Isolate Serum 2:1 $72.00

A king of collagen-building ingredients, copper has long been the gold standard (or should I say, copper standard) of topical anti-aging. NIOD’s patent-pending approach combines pure, undiluted copper peptides with copper ions and an effective delivery system to create one of the most scientifically potent topical anti-aging products on the market.

After just one application, your skin looks and feels tighter, and glows like a shiny new penny.

04 of 08

Non-Acid Acid PreCursor, 15%

Non-Acid Acid PreCursor, 15%
NIOD Non-Acid Acid PreCursor, 15% $55.00

This chemical exfoliant is meant to replace your retinol. Instead of common acids like AHA/BHA or retinol, NAAP works with the help of fermentation and probiotic bacteria as a precursor of the skin’s natural acids. A marine-derived polymer maintains your skin’s water-retention capacity, which is essential in any kind of expedited skin turnover process. The lack of water-retention and hydration is the reason people complain about redness, drying, and flaking from retinoids and other types of direct acid exfoliation.

I use this instead of Biologique's P50 1970 in my skincare routine. Take it from me: don’t double-up on chemical exfoliation, ever.

05 of 08

Neck Elasticity Catalyst

NIOD Neck Elasticity Catalyst $98.00

The pro-elastin and pro-elastic-fiber technologies in this neck cream utilize fundamental proteins and un-enzyme science to reduce the appearance of flax or crepey skin. Density technologies work to increase the look of skin thickness, making those little neck lines gradually disappear. 

Anyone who knows me knows I’m obsessed with my neck. Of all the topical neck treatments that I’ve used, this is my favorite. 

06 of 08

Hydration Vaccine

Hydration Vaccine
NIOD Hydration Vaccine $85.00

Aptly named a vaccine, this acts as a treatment to protect skin from water loss, instead of hiding dehydration like traditional moisturizers. By respecting the skin’s own lipid barrier and protecting it against water loss, HV is an amazing twist on traditional moisturizer. Use it religiously, and your days of feeling dry are over—regardless of levels of indulgence.

07 of 08

Fractionated Eye Contour Concentrate

Fractionated Eye Contour Concentrate
NIOD Fractionated Eye Contour Concentrate $68.00

This super-concentrated serum combines 28 clinical technologies to target not only signs of under-eye aging, but above-eye darkness and drooping too. This single treatment hits back against small superficial under-eye lines, loss of elasticity (especially in the upper lids), dark circles, and puffiness. What more could you ask for?

I’m usually a part of the camp that believes traditional eye creams don’t work, but this is a non-traditional serum. The results are definite and I’m amazed. This is an Holy Grail product, and one drop goes a long way.

08 of 08

Photography Fluid

Photography Fluid
NIOD Photography Fluid $30.00

A genius approach to the photo-filter makeup trend, this serum is more than just a cosmetic fad—it’s a desert island necessity. Featuring a wide range of light-refracting prisms and tone and hue correctors, PF is amazing to layer under makeup—or it can replace your foundation altogether on good skin days. You’ll see a noticeable difference in flash photography and day-lit selfies. Don’t just take my word for it—see for yourself. 

PF also comes in an 8% opacity; I recommend trying both.

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