Nicola Kilner: The Innovator Behind Deciem’s Success
When it comes to the beauty industry, one name that has been making waves is Nicola Kilner. She is no stranger to the field, having spent numerous years working for L’Oreal, where she gained valuable experience in the industry. However, it was her role in co-founding Deciem that put her on the map. Her ingenuity and innovative thinking have been instrumental in the success of the company. In this article, we take a closer look at Nicola Kilner and her contributions to Deciem’s astounding growth.
Nicola Kilner was born in England in the early ’80s. She studied at the University of Nottingham, where she earned a Bachelor of Science in Biology. After completing her degree, she joined L’Oreal in 2007, where she worked her way up the ranks. She held several positions at the company, including Product Manager for Luxury Skincare, before leaving in 2013.
Deciem and The Ordinary
In 2013, Nicola Kilner teamed up with Brandon Truaxe to found Deciem, a beauty start-up based in Toronto. Deciem, which stands for ‘the abnormal beauty company,’ was launched with a mission to create affordable and high-quality skincare products. Kilner was instrumental in developing the brand’s identity, which is focused on straightforward and transparent messaging.
One of the things that sets Deciem apart from its competitors is its focus on cutting-edge technology. The company prides itself on its scientific approach to beauty, and this is evident in its products. The Ordinary, one of Deciem’s most popular brands, is known for its stripped-back approach to skincare. The brand’s products often feature only a few key active ingredients, making them accessible and easy to understand. Kilner and her team understood that consumers were looking for more transparency in their skincare products, and The Ordinary delivered on this need impeccably.
Nicola Kilner’s Innovations
Nicola Kilner’s contributions to Deciem’s success cannot be overstated. One of her innovations was to use social media as a marketing tool. Deciem’s Instagram and Facebook pages have become the primary platforms for the brand’s marketing efforts, and Kilner has played a crucial role in developing the brand’s social media strategy. The brand’s posts are known for their humor and honesty, and this approach has helped to build a loyal community of followers.
Another of Kilner’s contributions was the development of the company’s retail space. Deciem’s stores, which are called ‘Deciem shops,’ are unlike any other beauty retail space. They are designed to be informative and educational, and customers are encouraged to touch and try the products. This approach has proven successful, and the company now has stores in several countries worldwide.
Nicola Kilner is one of the most innovative and forward-thinking individuals in the beauty industry. Her contributions to Deciem’s success are immeasurable, and her work has helped to transform the skincare industry. Kilner’s passion for transparency and innovation has driven Deciem’s growth, and her influence can be felt across the beauty landscape. With new brands and products constantly in development, we can’t wait to see what Nicola Kilner and Deciem will create next.
- The Ordinary
- Deciem shops
More About Deciem
- “Ultimate Guide to Deciem: The Ordinary and More” (Forbes)
- “Deciem shows how transparency can build a beauty brand” (Vogue Business)
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