Save 23% on every Deciem product this #KNOWvember

Bridget march, Roberta Schroeder
·3-min read
Photo credit: Courtesy
Photo credit: Courtesy

From Harper's BAZAAR

Canadian brand Deciem is as cult as cult can be in beauty. Celebrated by beauty editors, bloggers and all kinds of product lovers who simply value transparency, it's the "abnormal" beauty company the industry has long been waiting for.

Combining cutting-edge science with modest price points, the late founder Brandon Truaxe clearly realised his mission to democratise serious skincare. In just four years he launched 10 brands under the Deciem umbrella — although some, notably the haircare and supplement lines, have been discontinued— and when a liquid foundation was released into budget range The Ordinary it was met with a 25,000-person waiting list. Not a PR story.

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Bye-bye Black Friday. Hello KNOWvember. Last November, we asked you to shop slowly. 🐢 We said that skincare purchases should be based on education, not impulse because we value conscious consumption. For us, Black Friday no longer felt like a people or planet-friendly event, and so we closed our stores and website for a moment of nothingness. We did, however, still want to bring you a saving. And so, we did something we had never done before by offering 23% off every product for the entire month. Starting today, that 23% saving is back, but with a commitment to share daily educational content for the entire month, which we have named KNOWvember—a mindful month of education, research, reflection, and consideration. 🔬🤔 For a preview of what to expect this month, please visit the link in our bio or 📚 Hyper-consumerism remains one of the biggest threats to the planet, and we know that an urgent change in how humans produce and consume products is required. The UN communicated that “according to latest projections, the global population could grow to around 8.5 billion in 2030, 9.7 billion in 2050. The equivalent of almost three planets could be required to provide the natural resources needed to sustain current lifestyles.” ( On November 27th—formerly known as Black Friday—we will be pressing pause. Our stores and website will be closed, once again, for a moment of nothingness. We hope KNOWvember and our month-long discount will empower you with the resources required to buy less, but better. Enjoy, and please remember to shop slowly :-)

A post shared by The Ordinary, NIOD, & more. (@deciem) on Nov 1, 2020 at 6:02am PST

Deciem has never been one to conform, and this November the brand is launching a typically rebellious campaign. Designed to counteract the impulse purchases synonymous with Black Friday (which falls on the 27th of the month) #KNOWvember is a call to shop slowly, armed with the knowledge you really need to make the best choices for your skin. Every brand across the Deciem roster, from The Ordinary to NIOD, has been reduced by 23 per cent for the entirely of November, encouraging fans to shop considerably until the 27th, when the website will shut down in entirely for "a moment of nothingness".

Accompanying the discount is a month-long series of video content, breaking down the skincare industry's most complex topics, from congestion to retinol, and even providing a few ready-made routines for each skin type. Really, you can't go wrong.

If you're looking for a little inspiration before shopping (slowly, of course), see the story behind Deciem's most-popular products below...


Hyaluronic Acid 2% + B5: Its combination of low, medium and high weight molecules of HA gives an immediate moisture boost, leaving skin plumped and smooth. And all for the price of £5.90.

Retinol 1% in Squalane: Using next-generation retinoid active technologies, The Ordinary customers have managed to swerve the irritation usually associated with retinol products — but all the anti-ageing benefits apply (just don't forget your SPF in the morning).


Copper Amino Isolate Serum (CAIS): This clever anti-ager contains 1.0% pure Copper Tripeptide-1 which you mix with an activator before the first use. It works on the skin's tone and texture, including pesky enlarged pores. Oh, and it's deep blue in colour, but don't let that put you off.

Multi-Molecular Hyaluronic Complex: To be applied post-CAIS, or alone, this combines 12 forms (count 'em) of hyaluronic compounds and peptides. The Rolls-Royce of HA serums.


SubQ Skin: Containing five forms of hyaluronic compounds, plus peptides and advanced biotechnological technologies (all explained in detail on the Deciem website), this potent serum plumps skin like nobody's business.

Low-Molecular HA Booster: This hero hydrator offers superior absorption compared to your regular HA, leading it to be coined a "hyper-strength rehydration serum".


Hand Chemistry: An immediate Boots sell-out when it launched in 2013, the concentrated anti-ageing hand cream is very much still going strong.

HA3 Hand Hydrator: Containing both low- and high-molecular-weight forms of hyaluronic acid this forms a protective "glove" on the hands to help prevent moisture loss.


HIF (an abbreviation of 'hair is fabric') is explained as "professional cleaning for hair". Expect gentle cleansing conditioners that don't use stripping detergents. Volume Support, followed by Growth Support are the best sellers in the 16-strong range.

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