Deciem

Deciem’s other skincare brand, NIOD, also sells serums with names straight out of a lab, but with more complex formulations and higher-end packaging. A decade into the science-backed skincare craze, the company believes its consumers are ready to move upmarket.

With no advertising, PR or e-commerce, the store in London’s Soho is fast-becoming a cult classic. The brand is weighing how to expand without losing its magic.

The beauty giant is changing its parent company name and debuting non-acne products, signalling a shift in how shoppers are buying skin products today.

The American prestige beauty giant’s purchase of the company, best known for $6 serums, is a sign of the increasing blur between drugstore and luxury.

The beauty conglomerate is increasing its stake in The Ordinary’s parent company to 76 percent, with plans to purchase the rest of the company in three years.