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.
“I’m looking forward to jumping into the creative process and exploring fashion through a different lens,” said actor Michael B. Jordan exclusively to WWD about becoming the first face of @coach ‘s men’s business. Not only will the actor appear in its global ad campaigns, but he will also create a capsule with designer Stuart Vevers. Tap the link in our bio to learn more. #wwdfashion
“The name of the show is GP — giant pockets,” said Karl Lagerfeld pre-show, in his backstage meeting room at @Fendi to Bridget Foley. @Bellahadid was one of the many famous faces who graced the catwalk including @Gigihadid, @Adwoaaboah, and yes, even @Kendalljenner. #wwdfashion
Photographed by Kuba Dabrowski/WWD
“We are obsessed with Fendi and we want to share this obsession,” said CEO Serge Brunschwig to WWD. @Fendi will be releasing a new capsule collection Oct. 16 centered around the Fendi/Fila logo created by Instagram artist @Hey_reilly. Further proving the logo trend isn’t going anywhere. Link in our bio for more details. #wwdfashion