THE WHAT? Deciem has announced it is to discontinue brands HIF, Hylamide, Abnomaly, and The Chemistry Brand as it marks its 9th anniversary.
THE DETAILS The company made the announcement via the Instagram page of its brand The Ordinary, which will be staying, as well as Niod.
Deciem stated, “We once said that “focus is overrated. As our little company has grown, we’ve discovered that focus is absolutely necessary in order to give brands the love they deserve.
“9 is the last point of the numbering system, the sunset before a new horizon. As we turn 9, and move towards completing DECIEM’s first decade, we are refocusing our attention on science-first functional skincare.”
THE WHY? Deciem said it was ‘refocusing its attention on science-first functional skincare.”
It continued, “@niod will always be our platform for pushing the limits of science in skincare. And @theordinary will continue to raise communication and pricing integrity in the beauty industry.” Sic
The company stated that the new approach will power it to “do more of what you love, while allowing us the space to innovate with new brands in the future.”