Generic The Ordinary Hyaluronic Acid Vitamin B5 Facial Serum, 30ml

Ingredients Aqua (Water), Sodium Hyaluronate, Pentylene Glycol, Propanediol, Sodium Hyaluronate Cross polymer, Panthenol, Ahnfeltia Concinna Extract, Glycerine, Trisodium Ethylenediamine Disuccinate, Citric Acid, Isoceteth-20, Ethoxydiglycol, Ethylhexylglycerin, He xylene Glycol, 1, 2-Hexanediol, Phenoxyethanol, Caprylyl Glycol. Starting a beauty brand from the ground up is never an easy task, let alone when you decide to launch 10 from the get-go. However, seven years after its 2013 launch DECIEM which is Latin for 10 in a sequence has become a force to be reckoned with in the beauty space, setting itself apart from day dot with its tagline The Abnormal Beauty Company. While many believed the concept of the company would never work, DECIEM's founder, Brandon Truaxe, was more than happy to prove people wrong, going against the grain. Focusing on the consumer and being transparent with information set the company apart. We simply did the right thing and waited for people to understand our dedication to science and transparency, DECIEM's CEO Nicola Kilner tells Emirates Woman. Which is exactly what happened. The continued efforts to generate an organic interest led to the launch of its crowning jewel The Ordinary in 2016, DECIEM began to reach new heights of popularity. Our founder, Brandon shook up the industry by showing that quality could no longer be defined by price point, Kilner explains. He made it easier for people to know if they were overpaying for ingredients. With a $7 (Dhs25) hyaluronic acid serum and a $6 (Dhs22) retinoid serum that both actually work, it's an instant (quite literally) recipe for success. For too long, brands had been disguising such ingredients as ingenuity, Kilner explains. The Ordinary was born to communicate with integrity. The innovation behind the brand is actually in its pricing and communication strategy. However, amongst all the praise and success came with it emerging erratic behaviour from Truaxe who fired co-founder Kilner in February 2018 and at one point claimed the company was temporarily shutting down. Five months later, he begged Kilner to return and despite being five months pregnant at the time, she was more than willing to help her friend who had built this incredible empire. Although my contract had been terminated, I never really left DECIEM, she explains. I was in constant contact with the team and dedicated my time to ensuring that we could hold DECIEM in a good place for when Brandon's health had improved. My decision to return was made out of love for Brandon, for DECIEM, and for our people. I hoped that by being by Brandon's side, I could help to get things to a better place. But things came to a head in October 2018 when Truaxe was replaced as CEO by Kilner after a lawsuit with Estee Lauder, who owns a minor stake in DECIEM. Tragically just a few months later in January 2019, Truaxe passed away. However, Kilner has made sure her friend's legacy stays intact and is ensuring his vision for the brand stayed alive. The things that absolutely must never change are the values that Brandon instilled in us, she explains. The humility and playful spirit of our team is something that will always be at the heart of DECIEM. What did change, however, following Truaxe's death was a focus on the wellbeing of the team, which took precedence above everything for Kilner. My priority following Brandon's passing was on our people, how could we create a stable environment and provide some of the structure that our difficult 2018 had not allowed us to grow into, she says. We worked to implement initiatives focused around the mental health of our employees, including dedicated mental health days and access to 24/7 independent counselling. Through the trials and tribulations, DECIEM has only gone from strength to strength, keeping Truaxe's vision at their core and with Kilner's leadership and the family-like atmosphere throughout the company, something which the CEO feels extremely fortunate for. When faced with adverse situations, you become stronger, more resilient, and prepared, she says. We have been so fortunate with our people, especially those who have been part of the family from the beginning of DECIEM. They believed in Brandon's genius and vision and wanted to be a part of DECIEM's future. The family mentality of the company and the team is what the late founder instilled in everyone, which helps them to go through the challenges and grow stronger, Kilner says. Features Conceals fine lines and wrinkles for a rejuvenated complexion All weather formulation gives the perfect matte look in the face of all climatic adversaries Reduces opacity and revives the natural brightness of the skin Quench dry, dehydrated skin with The Ordinary hyaluronic acid 2% + HA serum This lightweight serum provides powerful hydration with vitamin B5 to enhance surface moisture, along with hyaluronic acid