Skincare fans rejoice — after a turbulent few months, cult label Deciem is hitting the shops again.
The label is relaunching at beauty giant Sephora online in the US and Canada as of January, reports WWD. The news follows a dramatic year that saw the brand’s founder and CEO Brandon Truaxe announce that the brand was ceasing operations in October, before he was removed from the company after an injunction from its minority investor Estée Lauder Companies.
Deciem, which is responsible for the smash-hit range ‘The Ordinary’, hit the headlines multiple times this year, thanks to Truaxe’s somewhat erratic behaviour on social media. The drama culminated with a rambling video in which he revealed that the brand was shutting down and referenced “major criminal activity” involving Deciem team members.
However, former co-CEO of the brand (now its sole CEO) Nicola Kilner has revealed that the company is well and truly up and running again, and has 50 new products in the pipeline for 2019, including the launch of a new baby brand dubbed ‘Hippooh.’
“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,” Kilner told WWD. It looks like 2019 will be the year Deciem returns, bigger than ever. – Relaxnews
