By  on February 21, 2018

Deciem — The Abnormal Beauty Company — certainly does not create or market products in a traditional way, especially per beauty industry standards.

An umbrella company covering 10 skin and hair brands, Deciem preaches radical transparency and has amassed a cult customer following in doing so — and about $120 million to $150 million in retail sales last year, a number projected to double or possibly triple in 2018, according to the company’s founder and co-chief executive officer Brandon Truaxe. The Ordinary alone sold over 8 million units — “far beyond capacity,” according to co-ceo Nicola Kilner. The brand is continuing to grow in the U.S. — last month it announced its entry into the market here with a launch in Sephora and an announcement that it would open several standalone stores. Six are expected to open in New York by this summer.

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