Covent Garden’s beauty quarter is home to DECIEM, the cult brand taking the skincare and makeup world by storm. Self-dubbed “The Abnormal Beauty Company” DECIEM aims to add accountability to the beauty business by producing all of their own products.

DECIEM have become known for innovative beauty products, with over 10 brands created and quickly becoming leaders in their focused skincare categories.

The NIOD collection stands for Non Invasive Options in Dermal Science, focusing on new-gen technology to push the limits of science in skincare. With a focus on long-term skin health, the products are titled with chemical compounds, sold in simple, scientific packaging and described as “skincare for the hyper-educated”. If DECIEM chemists discover a revolutionary new ingredient, you can bet it'll soon turn up in a NIOD product! 

Their revolutionary range, The Ordinary, was launched in 2016. An evolving collection of products, The Ordinary delivers premium ingredients at an affordable price - a breath of fresh air in the world of expensive skincare. The brand quickly became found in countless makeup bags and beauty salons with a full range of treatments for all skin types.