Get excited. This is a good one.
A few months ago, one of my friends told me that he was intrigued about a new store he had seen near his house called The Abnormal Beauty Company. After reading a bit online, we decided to go check it out.
It is a little confusing.
The store is called Abnormal Beauty Company, but the company is Deciem.
While their website is rather overwhelming, they have a mission that interested and intrigued me right off the bat.
“We’re a humble and happy umbrella of good beauty brands. We’re founded on the principle of doing everything others don’t do and we are changing the world of beauty based on this principle.”
Deciem owns and operates more than ten beauty brands, all of which can be found at selected retail outlets including their very own Abnormal Beauty Company.There are currently five store locations in the greater Toronto area and they can also be found in Sydney, Seoul, London and Mexico City.
I visited Toronto’s Cabbagetown location to learn more about the company , and pick up some products.
The Abnormal Beauty company store is small and minimalistic. A number of brands are showcased and staff was knowledgeable and helpful, informing us about them.
We were immediately intrigued by the Fountain line of liquid supplements.
We decided to taste test The Beauty Molecule, a concentrated supplement. The formula contains a very high concentration (of Resveratrol, a natural phenol found in the skin of red grapes and in Japanese knotweed. Studies have shown that Resveratrol offers the positive effects of calorie restriction to promote a healthier lifestyle.Each teaspoon of The Beauty Molecule contains as much Resveratrol as 26,000 red grapes.
There are other liquid supplements in the Fountain line including The Energy Molecule, The Super Green Molecule, The Glow Molecule and The Happy Molecule. I look forward to giving them a try in the future.
Another line that caught my eye at The Abnormal Beauty Company is called The Ordinary.
“The Ordinary is an evolving collection of treatments offering familiar, effective clinical technologies positioned to raise pricing and communication integrity in skincare. The brand was created to celebrate integrity in its most humble and true form. Its offering is pioneering, not in the familiar technologies it uses, but in its honesty and integrity. The Ordinary is born to disallow commodity to be disguised as ingenuity. The Ordinary is Clinical formulations with integrity. In the category of functional beauty, integrity is rare. Commonplace technologies are referred to as ground breaking and insensible pricing strategies confuse the audience, disguising commodity technologies as advanced. The Ordinary exists to communicate with integrity and bring to market effective, more familiar technologies at honourable prices. ”
Basically , The Ordinary is taking those beauty buzzword ingredients that we all here about, and making them both accessible and affordable. The Ordinary features vitamins and retinoids, acids, hydrators and oils.
I picked up a few products, here are my thoughts:
Vitamin C Suspension 23%+ HA Spheres 2% ($5.80 CAD)
Vitamin C is an effective antioxidant and its pure form of L-Ascorbic Acid has been shown to reverse multiple signs of skin ageing while brightening the skin when applied topically. This water-free, silicone-free formula provides 23% pure L-Ascorbic Acid which remains completely stable due to the absence of water. The system is supported with addition of dehydrated spheres of Hyaluronic Acid to offer visible surface smoothing alongside the benefits of Vitamin C. This treatment is ideally applied at bedtime.
If you are a long time TNL reader, you may recall that I am a big fan of Vitamin C products as I have always founf it to be great for brightening my skin. This product is a lightweight cream that is a bit gritty . I apply it to my face at night time when I am feeling like my skin is looking a bit dull. The powdery feeling disappears as the product is rubbed into the skin and a mild tingling sensation occurs. I love anything that tingles , so this is A-OK with me, but some may find it to be irritating. I enjoy using this product periodically and feel that it does work to brighten my complexion. However, I do not reach for it every night, simply because I don’t want to combine it with my lactic acid ( see below).
Niacinamide 10% + Zinc 1% ($5.90 CAD)
Niacinamide (Vitamin B3) is indicated to reduce the appearance of skin blemishes and congestion. A high 10% concentration of this vitamin is supported in the formula by zinc salt of pyrrolidone carboxylic acid to balance visible aspects of sebum activity.
I apply this every morning after washing my face and before applying any makeup. This feels like a lightweight serum and it absorbs quickly , without leaving my face feeling sticky or dirty. I am on my second bottle after about two months of use. I have found that I do not have to use moisturizer while I am using this product as it seems to provide sufficient moisture without causing excessive shine on my oil prone t-zone. I definitely notice that my skin is smoother and more even since I began using the Niacinamide.
Caffeine Solution 5% +egcg ($6.70 CAD)
This light-textured formula contains an extremely high 5% concentration of caffeine, supplemented with highly-purified epigallocatechin gallatyl glucoside (EGCG) from green tea leaves. Independent studies have shown that topical use of each of caffeine and EGCG can help reduce looks of puffiness and of dark circles in the eye contour.
I will take caffeine however, whenever, where ever I can get it , and I am well aware of it’s supposed benefits for skin. Because rubbing my Starbucks venti on my face is ineffective, I always look out for skincare with this beneficial ingredient. This is a gooey serum that I apply on my eyelids and under eye area every morning and night. It feels gentle and refreshing , and absorbs quickly. It does not irritate my eyes at all and has virtually no scent. I feel like it works to moisturize and plump the delicate skin around my eyes. I hope that with continued use , it will reduce the little bit of darkness I get underneath them, especially when I don’t get enough sleep.
Lactic Acid 10% + ha 2% ($6.70 CAD)
Lactic Acid is an alpha hydroxyl acid that exfoliates the skin. This 10% formulation offers mild exfoliation and is supported with a purified Tasmanian pepperberry known to reduce signs of inflammation and sensitivity that is often associated with exfoliation.
If you have oily or combination skin like I do and you are going to pick up only one thing from Deciem, this is it.
My skin has always responded well to acids, peels and exfoliation. If you have skin that is sensitive to these, I suggest doing some thorough research first, or starting with The Ordinary’s 5% lactic acid first. Also, while I do use this product most days, most acids are likely too harsh for daily use on most skin types.
Before I go to sleep at night , I put a few drops of this all over my face and neck. The product itself is yellow tinged and has a bit of a burnt smell. The smell doesn’t bother me, and doesn’t linger once applied There is a bit of a tingle on the skin when I apply it to my face, which I actually enjoy. When I wake up in the morning and rinse my face and it absolutely feels smoother, tighter and my pores are minimized. I also feel like my skin is less oily through the day since I started to use the lactic acid. This has absolutely become my holy grail skincare product and I will continue to repurchase. I have had incredible result with this products in just a few months of use and it blows my mind that it is under ten dollars.
I can not recommend The Orindary products enough. They have changed my beauty regimen completely and I can truly say that my skin has improved dramatically since I introduced these products a few month ago. The price point and quality of the line is incredible and it allows users to truly customize products for a personalized and unique approach to their skincare. The Ordinary even provides a Regimen Guide since determining which products to use and when to use them can be tricky.
I am so thrilled to have visited The Abnormal Beauty company, and to have discovered Deciem and most specifically their The Ordinary line. High quality products, knowledgeable staff at an incredibly low price point…definitely abnormal by beauty standards. I look forward to many more visits to The Abnormal Beauty Company and will definitely be sharing my thoughts and experiences on TNL as I pick up new items!
Have you tried any Deciem products? If so , I would love to hear about your thoughts and recommendations!