DECIEM, known as The Abnormal Beauty Company, is a Toronto-based beauty company founded in 2013 by Brandon Truaxe. It serves as an umbrella for various science-backed skincare, hair, body, and grooming brands. DECIEM emphasizes transparency, functionality, and minimalistic pricing, focusing on the effects of active ingredients and educating consumers about their choices. The company is committed to ethics, integrity, and quality, offering vegan and cruelty-free products. Headquartered in Toronto, DECIEM has expanded globally, achieving significant sales milestones and employing over 1,000 people. The company operates several key brands, including The Ordinary, NIOD, and Grow Gorgeous, each designed to deliver effective results with straightforward ingredient education. DECIEM prioritizes in-house product development and utilizes technology to enhance its direct-to-consumer operations, ensuring rapid product launches and improved customer engagement. In May 2024, DECIEM was acquired by Estée Lauder Companies, further solidifying its position in the beauty industry.