Ni­cola Kil­ner Re­joins De­ciem

Kil­ner was let go from her co-ceo job in Fe­bru­ary, but was re­in­stated this week.

WWD Digital Daily - - News - BY AL­LI­SON COLLINS

Ni­cola Kil­ner, the for­mer cochief ex­ec­u­tive of­fi­cer of De­ciem, is back at the com­pany.

On Tues­day, De­ciem founder Bran­don Tru­axe sent an email to the com­pany in­form­ing the staff that as of July 2, Kil­ner was back as co-ceo and “co-worker.”

Kil­ner con­firmed the news, say­ing she was “happy, ex­cited and grate­ful” to be back with De­ciem.

“A few of us might have heard of some­one who was part of our fam­ily a zil­lion years ago — she never re­ally left, per say or per say ;-) ... Our Lov­ing and lovely Ni­cola, our for­ever co-worker, joined us ‘again' of­fi­cially, as of yes­ter­day,” Tru­axe wrote. “NK — wel­come back ‘home' — from all of us.”

De­ciem posted an In­sta­gram on Tues­day that shows Kil­ner with Tru­axe in Lon­don.

Kil­ner was let go from her post as co- ceo in Fe­bru­ary, shortly af­ter speak­ing about the busi­ness at the WWD Beauty Digital Sum­mit. Work­wise, she's kept some­thing of a low pro­file, but press­wise, her firing caused quite a stir — some­thing that led to mul­ti­ple web sto­ries and a spread in Elle mag­a­zine.

De­ciem, gen­er­ally, has been some­thing of a me­dia sen­sa­tion. Part of that is the prod­ucts — its hero brand, the Or­di­nary, makes prod­ucts like Retinol 0.2% in Squalane, $5.30, or Vi­ta­min C Sus­pen­sion 23% + HA Spheres 2%, for $5.80 — which are priced much lower than those of other com­pa­nies. An­other part of it is Tru­axe, who han­dles the com­pany's In­sta­gram ac­count and has posted a se­ries of er­ratic an­nounce­ments over the past few months span­ning from his own shed­ding of the ceo ti­tle to the elim­i­na­tion of plas­tics in pack­ag­ing.

Tru­axe, who founded the com­pany in 2013, is the start­ing point for the busi­ness' per­son­al­ity, which reaches far be­yond so­cial me­dia. In De­ciem stores, for ex­am­ple, text on the walls bears state­ments like, “Beauty Is Be­ing Hu­man,” “Beauty Is Between You and You,” and “Lux­ury Never Makes Any­one Beau­ti­ful.” In House of Fraser, where De­ciem is close by to a much more ex­pen­sive beauty com­peti­tor, the text sim­ply reads, “Gold” and shows an ar­row pointed in the other brand's di­rec­tion.

De­ciem has con­tin­ued to grow, ac­cord­ing to sources. The busi­ness is said to have about $300 mil­lion in sales now — it was ex­pected to bring in between $120 mil­lion and $140 mil­lion for 2017. That growth has come even as the busi­ness ditched its first U.S. re­tailer — Sephora — and is said to have plans to launch into Ulta Beauty in 2019, de­pend­ing on in­ven­tory.

Be­hind the scenes, in­ven­tory is one of the prob­lems De­ciem has been work­ing to solve, as the busi­ness has not his­tor­i­cally been able to make enough prod­ucts to meet the de­mand. This year, De­ciem has fo­cused on build­ing out its man­u­fac­tur­ing ca­pa­bil­i­ties.

In the U.S. mar­ket, the busi­ness has also con­tin­ued to open stores, in­clud­ing a New York Fifth Av­enue lo­ca­tion that opened in June.

Ni­cola Kil­ner

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