Last year was turbulent to say the least, for skincare company Deciem. Between the the shutdown of operations, CEO changes, and then starting 2019 off with the news that founder Brandon Truaxe had passed away, it's been a bumpy ride.
But CEO Nicola Kilner has big plans for the year ahead, with aims of Deciem being known for more than cult brand, The Ordinary.
“We have to take responsibility that in the past year we haven’t put any focus on innovation on the other brands, so I’m not surprised consumers don’t know much apart from The Ordinary,” Kilner told Pure Beauty.
Heritage skincare line, NIOD is expected to take the stage as well as new ranges, The Ordinary Pharmaceuticals, an over the counter concept, and baby care, Hippooh.
“One of my plans for 2019 will be to continue the expansion of the brand, particularly in term of retail partnerships and launches, but then I also want to put Deciem back on the map," said Kilner.
“It’s time for people to get to know us for our other brands, our innovation and everything that we stand for as a business."
People are now the priority for the company, as Kilner is currently revamping the company’s operational infrastructure to ensure employees, as she puts it, are not working “every hour God sends.”
“My number one objective is to develop Deciem into a place that our teams believe they’re working with one of the best companies in the world,” said Kilner.
“I believe people are what makes brands and businesses today.”
Deciem’s Technical Lab Team has also grown to 43 people to support the company’s upcoming innovation plans.
In addition, this year is going to mark rapid growth in Europe and the US, including local operational teams, as consumers in Sephora will once again be able to get their hands on The Ordinary.
With a busy and profitable year in the pipeline, Kilner’s mantra has helped her overcome the many challenges the brand has faced.
“Beauty itself will never change the world, but it will change how people feel and that will change the world.”
