Deciem – the umbrella company that houses brands like The Ordinary and Niod – is known for its quirky take on doing business (hence the tagline, The Abnormal Beauty Company). Right from the word go, it’s been revolutionary. From minimal ingredients per product to affordable price points, the Canadian company has shaken up the beauty industry in more ways than one, resulting in huge success, and massive attention on a global scale.

And now, it’s been announced that the entire Deciem brand is taking a stand against what is arguably the biggest shopping day of the calendar year: Black Friday. What started as an informal tradition in the U.S., Black Friday is held the day after Thanksgiving, and entails a whole host of discounts and sales from the world’s favourite online and physical retailers. The effects have been far-reaching, with Australian brands taking place in the event more often than not.

In protest of what they deem a “hyper-consumerist” event, Deciem will instead close its stores and online shop for a day of “nothingness” on Black Friday (November 29), with the brand stating in an official release that it “no longer feels comfortable taking part”, citing unsustainable consumerist behaviour and detrimental impact on the environment as the main reasons.

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We have just done something we have never done before. 🙈⁣⁣ ⁣⁣ A 23% discount is now available across every product from every brand at, and at our cosy standalone stores around the world. The saving will be available for the next month, so there really is no need to hurry. ☺️⁣ ⁣⁣ Hyper-consumerism poses one of the biggest threats to the planet, and flash sales can often lead to rushed purchasing decisions, driven by the fear of a sell-out. We no longer feel that Black Friday is an earth or consumer-friendly event, and have therefore decided to close our website and stores for a moment of nothingness on the 29th November. ⁣⁣ ⁣⁣ In previous years, Black Friday at DECIEM meant an opportunity for some of our customers to secure savings across a few products from limited lines. Last year, only 16 products were discounted, everything sold out too quickly, and many of you missed out (we are still sorry). We strongly believe that skincare decisions should be based on education rather than impulse, and hope that a month-long promotion will provide the time for research, reflection, and consideration. ⁣⁣ ⁣⁣ Throughout November (and always), we are deeply committed to ensuring you receive the advice needed to make the best purchasing choices. We continue to offer detailed regimen building guidance here, in-store, via our live chat, and through our contact page (⁣⁣ ⁣⁣ P.S. Boring-but-important details can be explored at

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As an alternative, the company will offer a month-long discount of 23 per cent off all products via its website and stores, giving customers time to make a considered, educated purchase, rather than buy impulsively, or in a state of sales-induced panic. It’s a bold move, though one that makes sense – it’s estimated by Forbes that $6.2 billion dollars was spent on Black Friday last year.

If you do however spend your year curating wish lists and adding to a would be cart, Black Friday can be a good time to pull the trigger on something you’ve had your eye on, granted it’s on sale. But for mindless purchases, Deciem offers food for thought for the coming sale season. Happy (but mindful) shopping.