Deciem, a Canadian beauty boutique and umbrella of skincare brands, will open its first West Coast locations in Burnaby and downtown Vancouver in 2018.
The first store is expected to open in January, though, according to Dakota Kate Isaacs, Deciem’s communications and PR manager, it is unclear at this time which of the two outposts that will be. Construction signage indicating Deciem’s arrival has been visible at Metropolis at Metrotown (on the ground level next to Naturalizer) and 408 Howe Street since October.
Both soon-to-open boutiques will carry all nine of Deciem’s brands, including the company’s bestselling line, the Ordinary, which is known for products like the Hyaluronic Acid 2% + B5, a water-based serum with hyaluronic acid and vitamin B5 that locks in moisture, and the Granactive Retinoid 2% Emulsion, an anti-aging treatment that works to improve skin texture and brighten the complexion.
Other Deciem labels include NOID (Non-Invasive Options in Dermal Science), a range of serums, masques, and mists that help maintain skin health; HIF (Hair is Fabric), a line of one-step cleansing conditioners designed to combat frizz, pump up volume, and everything in between; and Ab Crew, maker of men’s grooming products and protein powders that promise to boost workouts, fight fat, and rejuvenate the body post-sweat.
As is the company’s m.o., all Deciem goods are formulated with science-backed ingredients in their purest forms—resulting in relatively low price points (from $4.90 for 30 mL)—and marketed using no-nonsense jargon that may take even hardcore skincare junkies a little while to comprehend. Developed and manufactured in Toronto, the products are cruelty-free and many are vegan.
Deciem’s Burnaby location will measure 600 square feet while the Howe Street stop will total 800 square feet. Both boutiques will follow the pared-down aesthetic seen in Deciem shops around the world. “They’ll be similar to our stores in Toronto and some of the ones in the U.K.,” Isaacs tells the Straight by phone.
The openings are part of an international brick-and-mortar expansion that will see Deciem launching stores in cities such as Los Angeles, Amsterdam, and Hong Kong in the next few years. Vancouver’s incoming outposts are the result of demand that Deciem has seen from the region on social media, says Isaacs. At the moment, select products from Deciem’s brands can be found at retailers such as the Hudson’s Bay Company (various locations), Litchfield (38 Water Street), and CurliQue Beauty Boutique (410 Robson Street).
“Sorry it took us so long,” adds Isaacs. “We’re really excited to get in the market and just meet everyone there.”
Founded in 2013, Deciem operates 15 shops worldwide, including seven in Toronto, and is expected to be available online at Sephora before the end of December. Over the years, it’s developed a cult following for its effective, inexpensive, and science-driven skincare products. In June, cosmetic giant Estée Lauder Companies acquired a minority stake in the company, though Deciem founder Brandon Truaxe maintained in an open letter that the new partnership would not lead to a change in formulations, increased prices, or animal testing.More