Deciem’s NIOD expands further into France – we want to introduce The Ordinary’s ‘big sister’

By Kacey Culliney contact

- Last updated on GMT

Deciem-owned NIOD offers a range of high-end serums, masks, sprays and emulsions designed to improve skin health with science [Image: Deciem/NIOD]
Deciem-owned NIOD offers a range of high-end serums, masks, sprays and emulsions designed to improve skin health with science [Image: Deciem/NIOD]

Related tags: Deciem, NIOD, The Ordinary, Skin care, France, Prestige beauty, Skin health, active beauty

Deciem-owned prestige skin care brand NIOD is launching into a dedicated corner at French department store La Samaritaine – a move the company hopes will push it into the spotlight to follow in the footsteps of sister brand The Ordinary.

Active skin care brand NIOD was now stocked in a dedicated corner of French department store La Samaritaine, alongside The Ordinary, marking the first such dedicated area listing for the brand.

Founded in 2015, one year ahead of The Ordinary, NIOD offered a range of high-end skin care formulas, including serums, masks, mists and targeted treatments such as a multi-molecular hyaluronic complex and a modulating glucosides emulsion – all priced between €23-€80. The brand was available across several online beauty retailers, including Lookfantastic, Cult Beauty and Feelunique, as well as some select retail stores.

Skin care spotlight on ‘big sister’ NIOD

Deciem was well-known for its affordable smart skin care brand The Ordinary that had, in recent months and years boomed thanks to ongoing social media buzz on Instagram and TikTok. In July this year, The Ordinary was crowned the most popular beauty brand on TikTok​ by skin care comparison site Skincare Hero, with the most hashtags (949m) and followers (288,000) in the beauty space on the video entertainment platform.

But with this latest expansion into France, Deciem was now looking to build something similar with NIOD.

“While we are already so thankful that the world adores our brand The Ordinary, the most sought-after skin care brand in the world in the last 12 months, we now want to introduce its big sister NIOD,”​ the company said.

Deciem said NIOD, which stood for Non-Invasive Options in Dermal Science, offered something very different to consumers in the skin care category.

“The Ordinary is renowned for its basic, effective and fair-priced formulas. NIOD is a long-term investment to boost skin health via ultra-complex and advanced formulas,”​ Deciem said.

The brand, it said, was constantly pushing the “boundaries of science”​ with skin technologies and ingredients, resulting in products that offered a “sharp approach to skin care”.

Deciem will launch the latest version of its bestselling NIOD product Copper Amino Isolate [Image: Deciem/NIOD]
Deciem will launch the latest version of its bestselling NIOD product Copper Amino Isolate [Image: Deciem/NIOD]

Deciem said NIOD centred around “optimising skin health” ​and appealed to “skin care enthusiasts”​ who were “hyper-educated”​ and looking for a laboratory experience.

Alongside its expansion into France, Deciem would soon launch a third-generation version of its leading copper amino isolate serum, slated for September 1, 2021. The pro-repairing and pro-collagen serum, made up of high levels of copper peptides, was NIOD’s bestselling product.

An ‘exceptional company’ – Estée Lauder to two-part acquisition

Back in February this year, international prestige beauty major Estée Lauder Companies announced it would ramp up its investment in Deciem, establishing terms for full ownership in three years​.

Estée Lauder had held a 29% in Deciem since 2017 and increased this to a 76% majority stake this year at a cost of around €823m ($1bn). It would then buy-out the remaining Deciem interests after a three-year period in a second-phase investment, the cost of which was yet to be determined.

Fabrizio Freda, president and CEO of The Estée Lauder Companies, described Deciem as “an exceptional company” ​with an exciting future.

Speaking to CosmeticsDesign-Europe at the time, Irina Barbalova, global lead for health and beauty at Euromonitor International, said the acquisition aligned well with current beauty trends shaped by the ongoing COVID-19 crisis, particularly the desire for ingredient transparency and simplicity.

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