Deciem – The Abnormal Beauty Company
Deciem is a place where abnormal actually means amazing.
A quirky cosmetic company was brought to my attention in 2015, by my personal skincare guru and beauty BFF, Caroline Hirons. They mix an abundant amount of state-of-the-art skincare technology with a delightful dash of Willy Wonka imagination. The result is a deceptively different approach to beauty that produces unexpectedly meaningful products. They call their approach ‘abnormal’… I call it genius.
While I was in Toronto (for IMATS) in September 2015, I was invited to visit DECIEM – The Abnormal Beauty Company. I had no idea this invitation would prove to be as magical as winning a Golden Ticket to the Willy Wonka Chocolate Factory.
I found myself standing in front of an ordinary looking brick building, painted black…except for a vivid green strip of astroturf and hazard yellow colored doors (see the image at the top of the page).
The building’s interior had a cool “industrial chic” SoHo vibe (lots of exposed brick and metal supports, reclaimed wood, etc.). I was given a quick tour of the state-of-the-art manufacturing area, research/development lab, and packing/shipping departments. We eventually made our way up a flight of astroturf covered stairs (I’m sensing a theme) to a spacious office, and sat at a large conference table. This is where all the wonderful “abnormalities” of Deciem Brands was explained to me, by its resident Willie Wonka – Founder & CEO, Brandon Truaxe.
Although all brands belong to the Deciem collective, each has its own unique DNA, featuring products that have been carefully curated to remain authentic to that brand’s particular mission statement.
NIOD – An extremely sophisticated range of state-of-the-art skincare formulations that complement dermatological and surgical options in beauty. This is “skincare geek” nirvana at a prestige price.
HYLAMIDE – A more affordable skincare option, using NIOD technology at a slightly watered down level. These formulas target every depth of the skin from the surface to the subcutaneous level,
THE ORDINARY – The best parts of NIOD and HYLAMIDE are broken out into mix and match components at entry level prices. The Ordinary offers a totally customizable experience, at extremely affordable prices.
FOUNTAIN – A beauty supplement brand focused on offering water-soluble, highly-bioavailable forms of proven health and beauty nutrients in easy-to-take liquid formats.
HIF (HAIR IS FABRIC) – Think of HIF Cleansing Conditioners as dry cleaning for your hair, only with water.
GROW GORGEOUS – Targeted hair thickening and growth formulations designed for people who dream of gorgeous hair.
HAND CHEMISTRY – A brand focused on treatments to fight all aspects of hand and body aging.
INHIBITIF – A revolutionary brand focused on products that inhibit the growth of unwanted hair, minimizing the need for hair removal.
AB CREW – A high-performance range of health, fitness and grooming products targeting the modern man.
WHITE Rx – Ultra-scientific innovations in skincare addressing hyper-pigmentation (supplements coming soon).
I thought I was way above the learning curve when it came to cosmetic education, but even I got schooled. Mr. Truaxe turned my perception of over-the-counter skincare upside-down and introduced me to ingenious ingredient combinations and one particular scientific innovation that totally blew my mind.
REALITY CHECK: Sometimes all that ingredient goodness ends up passing right by the place where it’s needed most, and sinks to a level where it’s sort of useless.
REVELATION: Imagine skincare that precisely deposits highly active, state-of-the-art ingredients, using molecular weight as its guide. Let me see if I can clarify how amazing this concept is. Deciem has found a way to manipulate the molecular weight of each ingredient so it penetrates your skin and then parks itself at the exact dermal layer where it will be most effective.
This is some next-level cosmetic technology.
I’ve been testing a selection of NIOD products, on myself, for a few months (see my personal stash above). The results were…well, unexpected. I was skeptical about the effectiveness of such watery serums and products that left no discernible residue on my skin’s surface. But these products truly work from the bottom up. They’ve made a visible difference in the health and appearance of my skin…in an incredibly short amount of time.
But enough about my skin, let’s discuss professional use.
To be honest, I’m not the type that incorporates high end skincare in my pro makeup kit. It’s a waste of money. I’m not concerned with long term benefits from skincare on people who are walking away from my chair in under 30 minutes.
BUT…the following three NIOD products have seriously challenged my opinion. They create an immediate, visible difference to the quality of skin. That’s HUGE for makeup artists, especially those of us that work in HD media formats. Skin integrity determines how good (or bad) our finished work looks. These three products might have found a permanent home in my kit.
The next product is HYDRATION VACCINE (HV). A silky, breathable silicone cream full of potent amino acids and minerals that super charge and support the skin’s own natural barrier function, the barrier that prevents loss of hydration (water). Reinforcing and rebuilding this hydration barrier is far more effective than standard “moisturizers” that use oils and lubricants to disguise/hide dehydration.
YOU KNOW HOW I FEEL ABOUT MULTI-PURPOSE…
I discovered, by accident, that Hydration Vaccine is a brilliant pre-makeup primer. It smooths out, firms up, and lightly mattifies skin
This happy accident got me thinking about the other immediate response possibilities, so I took my testing one step further. I cleansed skin, then applied the Multi-Molecular Hyaluronic Complex, waited until it absorbed, then misted lightly with rosewater (so the MMHC had some water to absorb). Then I applied the Hydration Vaccine. The MMHC sucked up the rosewater hydrating spray immediately, flooding the skin with moisture, then HV locked it down. I’m not exaggerating, I was blown away by the surface texture created by layering these two products. Makeup glided on to the skin’s surface effortlessly and looked amazing.
Photography Fluid is unlike other “blur” products on the market (Nanoblur, Miracle Blur, Hydrablur, etc). The serum-textured formula contains an impressive mix of advanced light refracting prisms and topical photo-finishing technologies not found in any other brand. The game-changer, for me, is the added “Camera Hue Color Correction” to prevent excessive red or yellow tones in an HD environment.
Low-Molecular HA and Photography Foundation (Transparent) from the Hylamide Collection will provide results similar to NIOD, at a lower price. The key word here is “similar”. You won’t get exactly the same results…which is why it’s less expensive. But it’s still pretty amazing skincare for the price.