Rebel beauty company Deciem opened its first store in Toronto this week – and a store in Melbourne is set to follow! With ten cult brands under its umbrella, this is a company to watch.
Created by beauty mastermind Brandon Truaxe, (ex EUOKO and Indeed), Deciem is not your usual beauty brand. In fact, it has called itself The Abnormal Beauty Company to highlight just how far left of centre this Canadian-based company aims to be.
With its own laboratory in Toronto, five full-time biochemists and ten brands (think Hylamide, Fountain, White Rx and NIOD) under its umbrella, this is a brand that knows how to get people’s attention – and win hearts. Case in point: Hand Chemistry, another of Deciem’s ten brands, set the social airwaves alight when consumers became so impressed by the anti-ageing effects of the brand’s Intense Youth Complex, they started applying it to their faces.
Deciem, which launched in April 2013, has now opened its first ever store in Toronto, where the company has its HQ. This exciting launch precedes an opening in Seoul, South Korea at the end of July – and plans, the company says, for a London opening in the upcoming months.
Launched in Australia at the end of last year, the really exciting news is that Deciem is set to open its flagship store in Melbourne in the city’s shopping precinct of Chapel Street during the month of August. The company also confirms that a Sydney store will follow in The Rocks later in the year so stay tuned!
With a cult and celebrity following (Nigella Lawson is a die-hard devotee of the brand’s professional range, NIOD, while makeup artist Charlotte Tilbury is addicted to NIOD’s Hydration Vaccine as a pre-foundation primer), this rapid expansion is exciting news for the company’s many followers.
“We’re so excited to be opening The Abnormal Beauty Company stores as a home for all of our Deciem brands,” says Nicola Kilner, Co-CEO of Deciem. “Toronto, which is the main base for our founder Brandon Truaxe and head office, launched this week, with Seoul in South Korea to follow later this month. Our Chapel Street location in Melbourne, opening early August will act as our Australian flagship store and we can’t wait for our Australian brand followers to experience our whole abnormal offering in one location.”
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I’m excited to hear about the store opening in Melbourne.