The popular beauty brand is refocusing some of its stores as 'The Ordinary' as Deciem grows its wholesale business with Sephora, and is also looking to launch new brands through its incubator engine.
The community-focused concept can be modified to different activations, marking a shift for the popular Canadian beauty brand which began opening standalone stores in 2016.
Craig and Nicola Kilner, CEO of Toronto-based beauty brand DECIEM, discuss the company's expansion including stores, growth during the pandemic as well as future plans for the rapidly growing iconic brand.
It’s a remarkable success story – a Canadian beauty brand plans to go from zero stores to about 30 globally within a year, following exceptional wholesale performance.