Is Deciem moving away from its boutique culture?

Speaking exclusively to Cosmetics Business, Deciem's CEO Nicola Kilner spoke about its retail deal with Boots and Harvey Nichols, and how the brand is continuing Brandon Truaxe's legacy

Beauty company Deciem, owner of The Ordinary, Fountain and NIOD, has announced it will be expanding its retail presence into Boots and Harvey Nichols.

Until now, the brand, which is also known as The Abnormal Beauty Company, has only been available directly in the UK through its website and standalone boutiques, and a handful of partner retailers including John Bell and Croyden.

Customers will now be able to shop its products in eight Boots stores across Derby, Hull and Glasgow.

It first entered Harvey Nichols’ Birmingham and Liverpool stores earlier this year and is expected to launch in its Manchester branch on 22 July.

Speaking to Cosmetics Business the brand’s CEO Nicola Kilner said she wanted to make the brand’s products “as accessible as possible”.

Putting Deciem back on the map

She said: . . .

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