#INSIDESCOOP: THE ABNORMAL BEAUTY COMPANY YOU NEED TO KNOW ABOUT.
DESCRIBE YOURSELF IN THREE WORDS…
Smiley, Kind, Loyal.
ONE HIDDEN QUIRK NO ONE KNOWS ABOUTS YOU…
I love ice cream for breakfast and when reading a book I can’t help flicking to the last chapter early (usually to check it’s the ending I’m hoping for!).
HOW DID YOU GET TO WHERE YOU ARE TODAY?
My father sadly passed away when I was 20, and whilst I had always been driven in nature, this built up an extra determination to make something in life to ensure his legacy could live on through me. I had always been fascinated by business and entrepreneurs, so when I met Brandon, the founder of DECIEM, whilst I was working as the Buying Manager for Innovation at Boots I couldn’t hide my excitement at the opportunity to join his latest venture, DECIEM. I joined when the company was a few months old with a handful of people and have never looked back.
LET US PICK YOUR BRAIN ON…
WHEN YOU FIRST KNEW YOU WANTED TO WORK IN THE BEAUTY INDUSTRY…
From being a young girl I always believed the happiest people were the prettiest people. I truly believe the most attractive thing about any human is their smile, but I also loved the fascination of how just a few drops of a great beauty product can instantly cheer up someone’s mood and make them feel on top of this world.
WHERE & HOW DECIEM LAUNCHED…
DECIEM was launched by Brandon Truaxe in April 2013. The head-office is in downtown Toronto which is an incredible facility, housing our labs, manufacturing, design teams and the rest of our team together in one roof. Everyone being so close to each other creates a hugely positive and and energetically charged atmosphere with everyone committed to making a difference in what we do. DECIEM comes from the Latin word for the number 10, and was about building and launching 10 brands that can really change the world of beauty as we know it. We are currently on brand 11!
WHAT PEOPLE MIGHT NOT KNOW ABOUT DECIEM…
We are one of the very few beauty brands that do everything in-house. The formulation has to be the integral basis of any beauty brand that wants to have longevity in the world we have today. The consumer has so much knowledge on hand through the internet and social media today, your products have to work and be totally break-through and honest in the categories they are in. We are very protective of every detail, which is why we even manufacture our own products. There is no part of the chain we outsource as of today. We also use monkeys on our site as part of our corporate branding. We were told many times we should use ‘beautiful humans’ in our advertising, which doesn’t make any sense. At the end of the day, we all began from money’s.
THE MOST REWARDING PART OF YOUR JOB…
Being with people I love each day. I am incredibly thankful each day for being inspired and amazed by everyone who makes DECIEM what it is. We by far have some of the most passionate, intelligent and kind-hearted people in this world.
THE HARDEST PART ABOUT BEING A CEO…
Having to step away from the detail at times so you don’t lose track of the bigger picture. When you are incredibly passionate about what you do, this can be extremely hard to do and doesn’t always come naturally.
YOUR PERSONAL FAVOURITES FROM THE BRAND…
The Copper Amino Isolate Serum from NIOD would be by desert island item that I can’t live without! Within the first few days of using it I couldn’t believe the difference it made to my skin, and knowing the science behind the longevity of copper peptides and how they promote skin health keeps me committed to this one! I also have a lot of favorites from the Ordinary and tend to switch between them depending on the season and what I feel my skin or hair needs, they are so easy to slot in to any regime. I love The Chemistry Brand Glow Oil for the summer months, it leaves your skin with an incredible golden sheen that looks magical. I’ve always had quite fine hair so I really notice the difference from using our Stemm Density Stimuli makes to the thickness of my hair, and how long it can grow!!
THE NEXT BIG THING IN SKINCARE…
Consumers will start to focus more on longevity than tomorrows result and quick fixes. Its why the quick fixes such as laser and peels that cause inflammation and long term ageing of the skin will start to diminish. Modern science is realising longevity is more important – just look at the Asian beauty market. We call our industry ‘health and beauty’ but it really has to be health. You can’t have beauty without health, they are one. The focus in all of the beauty categories will turn to health – the health of our hair, the health of our skin, the health of our everything.
HOW THE INDUSTRY CHANGED SINCE THE BRAND’S BEGINNING…
The likes of Zara completely changed consumers demands by getting current season trends to the end consumer in record times. Before this the fashion industry had always run on a roughly 2 year lead time from seasonal cycles before the trend would come out on the high street. 2 years would be a record time in the traditional beauty world where typically it takes most larger beauty companies around 6 years to get product from conception to market. DECIEM’s quick turnaround times (sometimes just a few months from concept to shelf) has put challenges on the rest of the beauty industry to move quicker and we have already noticed the differences in some of the bigger players, although there is still some way to go.
THE BEST CAREER ADVICE YOU’VE EVER BEEN GIVEN…
I was once told by someone I hugely admire that you catch more flies with honey than vinegar and it has always stuck strongly in the way I work and communicate. I am a firm believer that no act of kindness is ever wasted in any part of our life.
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