Deciem CEO insists new Selfridges listing will not compromise its boutique culture

The announcement is the latest in a flurry of retail deals made by the brand this year – and two more are expected before the festive period

Deciem CEO Nicola Kilner

Affordable beauty company Deciem has inked a retail deal with luxury department store Selfridges.

Available at the store will be the company’s NIOD brand range, as well as products from The Ordinary.

Customers will also be able to . . .

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