Conversation with Nicola Kilner, DECIEM’s Co-Founder and CEO

Impossible to miss DECIEM, the Canadian group that has shaken up the beauty world with its star brand: The Ordinary. We were able to chat with its co-founder and CEO, Nicola Kilner, who joined the adventure at its creation in 2013, at just 24 years old.

Hi Nicola, first of all, can you tell us more about you and your career path?

Hello, thank you for chatting with me. I started my career within the beauty industry at UK pharmacy chain Boots, where I was the Beauty Buying Manager for Innovation. At a time when conglomerates dominated the industry, I worked to discover smaller, independent brands from around the world, bringing them to the UK market and audience. It was whilst I was at Boots that I met Brandon, who was the founder of skincare brand Indeed Labs, I was instantly captivated by his mind and energy. When Brandon asked me to join him on building DECIEM, a start-up with very limited resources but unlimited ideas, I said yes without hesitation. We launched in 2013 with one product in one market!

What fascinates you about the beauty world?

Its evolution, where it was and where it is now…and, where it is going. The innovation in scientific skincare is limitless which is exciting, and continually keeps myself and our lab team on our toes with product developments and tweaks to better our existing formulations. I also love the fast-pace and opportunities it gives me to connect with our audience, we are forever learning from and listening to our customers to better our beauty business.  

How would you describe DECIEM?

Abnormal! We are a family, and one that does things a little differently. DECIEM was built on the principles of doing things others do not, and doing them well to better the planet and people for the long term. We are known as the beauty disruptor, but I think we’re so much more than that. We focus on education and innovation, be that in our products or with our people. We are happy and humble in our approach and on a journey to change the world of beauty amongst our little ecosystem of DECIEM. We believe in quality and quality can no longer be defined by price point. It means being authentic, different, functional and beautiful. DECIEM is built on these principles. 

What is the common denominator of all DECIEM brands?

The dedication to quality and education. We chose to serve the curious, the educated and those skintellectuals who appreciate this genuine dedication to define what a beauty brand can, and should, look like. We will not retail a product until it is absolutely perfect, and sometimes this can take years, but we need it to work first and foremost before we gain our audience’s love for it. At DECIEM we pride ourselves on honesty and transparency which is applied to our brands and products, but also the company approach to our people and the planet. DECIEM is now at a hyper-growth stage and with this comes a responsibility to commit to change and make a difference. This is something I feel very strongly about, and our talented Sustainability and People teams are working to continually implement good. 

What is your favorite product at DECIEM?

I couldn’t pick a favourite product, but one ingredient I cannot go without in my regimen is Copper Peptides. It helps to put your skin in a constant state of repair and targets multiple signs of aging at the same time. I love our Copper Amino Isolate Serum 2:1 de NIOD from NIOD. 

A last word ?

I am sending my well wishes to you and your readers. I hope you are keeping safe. Look after yourselves and be kind.