Introduction to the vegan and cruelty free Deciem: The Abnormal Beauty Company

Before I becoame vegan, I thought buying cruelty free was the way to go. When you’re not sure what to look for, finding skincare, beauty and household products can be a bit of a minefield, but luckily there are plenty of vegans out there who are more than happy to help fellow vegans look for suitable brands. The best way to go about it is to join a local vegan group who will be able to advise you where you can find products that are available in your local area. Sometimes having a friend who has similar interests to you can also give you the same information.

It was a friend of mine who lives in the US that recommended Deciem’s range of products. I was told that the Ordinary range is very affordable and effective, but I imagined it would be a brand based in the US that would cost a fortune in taxes and postage to get to the UK, but luckily it is so accessible you can purchase it from their UK online shop or go in their store in person in Covent Garden or Old Spitalfields Market.

Deciem offers 10 brands with ranges for skincare, makeup, body, hair, grooming and supplements. The Ordinary range is the most affordable range whereas the Hylamide is the mid-price range of products while NIOD starts to get a bit mroe pricey. I imagine for the amount of product you use each time, you’ll get your money’s worth out of each usage and should last you a while before you feel the need to replenish your stock.

The brand is committed to providing high quality products at affordable prices and have been doing so since they started trading in 2013. They are also very transparent about everything their company does, including their commitment not to change how they work or reducing the quality of their products despite their recent partnership with the Estée Lauder Company (read here).

All products are made using natural ingredients and I believe are mostly vegan. Buying products couldn’t be more simple, these are clearly marked for your information under the product image so you will know if this would be suited to your requirements. It might be a bit tricky to navigate the Ordinary range at first as products are named by the ingredients rather than their function as is done for the Hylamide range. To find out what each product is good for means clicking on each product to read its description, but my friend suggested searching YouTube for user reviews. I also found going on Deciem’s social media accounts gave you instant insight into each product they offer when this is promoted.

Based on my combination skin and an Asian need to protect my skin at an early age from aging, I looked at various products that would increase my hydration and offer anti-ageing properties. I decided on the following products which I will write a full review of once I’ve used up the products in my current skincare regime. In case any of these products are also of use to you, I’ve included a brief explanation of what each product is good for.

Note: All the products I have listed below have been checked at the time of purchase and are suitable for vegans, but it is advisable to check this on the product page if you are intending on purchasing this item in case of any changes to the ingredients over time.


Hylamide 120ml Hydra-density Mist, £15 here

Containing marine saccharides, Australian pepperberry, tea polyphenols and rose, this misting spray is good for immediate and lasting oil-free hydration while the synergistic plant biotechnology soothes the skin immediately and reduces signs of irritation, signs of inflammation and of redness, leaving the skin feeling calm and looking rested.


Hylamide 30ml Booster Pore Control serum, £23 here

Visible pores on certain areas of my face has always been a bit of an issue for me, so I decided to get the Pore Control serum. Serums are great in that they are concentrated forms of the ingredient and are easily absorbed in the skin. Pore Control helps increase the skin’s ability to retain water while regulating the looks of pores and sebum activity while also reducing the looks of pores (number and surface), shine, congestion and dermal impurity. .


Hylamide 30ml Subq Anti-Age serum, £30, here

The serum contains a highly active concentrate of advanced hyaluronic complexes, next-generation peptides and biotechnological technologies to target rehydration, while improving the look of lines, wrinkles, sagging skin and textural damage. The problem with combination skin is usually trying to ensure the skin is properly hydrated and sometimes I know I don’t drink enough water and need a bit of a boost from skincare products.


The Ordinary 240ml Glycolic Acid 7% Toning Solution, £6.80 here

Glycolic Acid is an alpha hydroxyl acid that exfoliates the skin. This 7% toning solution offers mild exfoliation for improved skin radiance and visible clarity. The formula also improves the appearance of skin texture with continued use. Glycolic acid is an ingredient that is often used to treat acne scars and while I might not be having acne issues as much as I did when I was in my teens, it can sometimes be a problem for me and a good toner can be useful in that respect.


The Ordinary 30ml Vitamin C Suspension 23% + HA Spheres 2%, £4.90 here

This was one of the first products I saw on the company’s Instagram feed that was of interest to me and prompted me to delve deeper into the products they offered. 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.

Vitamin C is a well known nutrient that can be easily ingested by eating citrus fruits, but it’s interesting how it can be captured in a skincare product to be used to reverse skin ageing while balancing and brightening the skin.

My friend said she and her mum have used their products and saw great results within 2 weeks of consistent use, so I’m excited to see how I get on with the products I’ve purchased.

If you’re a regular customer of Deciem or have used any of their products in the past, I’d love to hear from you. Let me know which product(s) are your favourite and what you think of the results in the comments below!

The Deciem London stores can be found at Covent Garden (5B The Market, The Piazza, WC2E 8RA) between 10:00am and 8:00pm Monday to Saturday and 12:00pm to 6:00pm on Sundays; or Old Spitalfields Market (18 Lamb St, E1 6EA) between 10:30am and 6:30pm Monday to Saturday and 11:00am to 6:00pm on Sundays.

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