Deciem’s CEO Nicola Kilner on the Ordinary’s Extraordinary Rise, Transparency in Beauty, and Going Global
In conversation
What does it take to establish a global brand? We spoke with Nicola Kilner, co-founder and CEO of Deciem, the parent company behind The Ordinary, to glean her wisdom.
If you’re into skincare in any capacity, you’ll be familiar with The Ordinary. The brand was first launched in 2015, co-founded by Deciem visionaries Brandon Truaxe and Nicola Kilner, and very quickly became a disruptor in the industry. At the time of its debut, it was unlike any other brand on the market. The philosophy was simple: to provide high-quality and affordable products with simple, effective, and science-backed formulations.
With its no-nonsense packaging and straightforward brand messaging, The Ordinary shifted the beauty landscape entirely. It marked the beginning of a new standard in skincare—one that put transparency and efficacy before glossy marketing or luxury price tags. Consumers began to care not just about what they were using, but why they were using it, and The Ordinary’s influence pushed the industry toward a more educated, ingredient-conscious culture among beauty consumers. What is now common practice in the beauty space was, at the time, a bold departure from the standard—and The Ordinary was the brand that paved the way.
Now, a decade on from its launch, The Ordinary has cemented itself as a global beauty leader, having most recently launched in Malaysia last month. In our exclusive below, co-founder and Deciem CEO Nicola Kilner delves deep into what has shaped The Ordinary into the global powerhouse it is today:
You’ve worn many hats in the industry, from being the beauty buying manager for innovation at Boots to now being the co-founder of Deciem. What got you interested in the beauty industry in the first place?
“I’ve always been passionate about innovation and consumer transparency. When I was working as the beauty buyer at Boots, I saw firsthand both the excitement and the confusion consumers faced when navigating skincare. The more I learned, the more I learned how much of the industry was built around complex marketing and inflated pricing. We were tired of the beauty industry. The over-the-top marketing, celebrity ambassadors, disguising integrity for something else, and encouraging consumers to spend above the odds for commodity ingredients.”
Deciem has always positioned itself differently from the traditional beauty industry. How would you define The Ordinary’s ethos, and what, for you, has shaped it from the very beginning?
“The Ordinary was born out of frustration. Our founder, Brandon Truaxe, while working in the beauty industry, saw that oftentimes commodity ingredients were being sold to consumers as new and ingenious technologies, with the product benefits attributed to exotic extracts, when in reality known technologies like vitamin C, niacinamide, and hyaluronic acid were doing most of the heavy lifting. We wanted to commoditise these ingredients that are very accessible to companies by making them equally accessible to consumers.
“Pharmaceutics were also a big inspiration for us; while the price of a paracetamol product can vary widely, you know you are getting a specific strength irrespective of branding, and you know it is going to perform well and alleviate your symptoms. We wanted our consumers to start thinking the same way about cosmetics by communicating what ingredients were key technologies in our formulas, and their concentration.”
The Ordinary may have started off as an indie label, but it’s now one of the most recognisable beauty brands in the industry. How has your leadership style evolved with the brand’s growth?
“As The Ordinary has grown, my leadership style has evolved from being hands-on with every detail to now focusing on empowering others and nurturing a strong, values-led culture. I’ve learned to balance agility with structure while staying true to our core principles of transparency, integrity, putting the consumer first, and always protecting the heart of the brand.”
In an industry often driven by hype and exclusivity, how has this affected The Ordinary’s launches and branding?
“We don’t play in the ‘exclusivity’ space. We only launch a formula when it’s ready, effective and makes sense for our community. Hype is never our driver—truth is.”
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Deciem prides itself on transparency—what does that look like behind the scenes in product development and corporate decision-making?
“The brand name, The Ordinary, reflects our commitment to simplicity and transparency. It’s about offering high-quality skincare with no gimmicks—just effective ingredients at sensible prices. Our name signifies a focus on the essentials, removing the complexity that often comes with beauty products. We want to make shopping for skincare straightforward for everyone.”
Deciem also prides itself on the kindness-first approach to management—what does this look like within your teams, and why was it important to you?
“We’ve made great strides at The Ordinary, and I truly believe that kindness is one of the most powerful forces in business and life. You can catch more flies with honey than vinegar—meaning being kind takes you further. In 2025, kindness is a trait of beauty, and I think it’s vital for creating meaningful connections and lasting success.”
The Ordinary’s science-first, simplified formulations and aesthetics have since gone on to kick off a huge trend within the industry—what inspired this branding strategy and skincare approach?
“We saw a gap in the industry, and people were craving clarity. Skincare had become overcomplicated, with science hidden behind marketing jargon and inflated promises. We believed that skincare should be accessible and not disguised. The Ordinary was created to make skincare simple and smarter—focusing on proven ingredients, clear communication and honest pricing.”
As The Ordinary expands globally, how do you ensure the brand’s original mission and identity remain intact?
“As The Ordinary expands globally, we stay grounded by always coming back to our core values: integrity, transparency, and honesty. These principles are our blueprint, guiding every decision we make, no matter the market. They ensure that, no matter where we go, the brand’s original mission remains at the heart of everything we do.”
While The Ordinary has been available in Sephora for some time, its official standalone debut in Malaysia is a major milestone for the brand. What made now the right time to enter our market?
“With the continued success of The Ordinary in the Asia Pacific region, we’ve been looking for the right moment and place to grow our presence in Southeast Asia, and Malaysia felt like the natural next step. The strong community already familiar with our brand, paired with an increased demand for accessible, science-led skincare, made this the right time. Our new stores in Kuala Lumpur are more than retail spaces; they’re designed to be experiences where our team can connect with customers and offer tailored skincare education and support.”
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How does Deciem approach market expansion differently from other global beauty brands?
“We take a purposeful approach to expansion, prioritising transparency, education and brand integrity over rapid growth. We enter new markets only when we can deliver the same values and customer experience that define us globally.”
In today’s world of influencer-driven beauty (specifically centring around exaggerated, entertainment-first content), how do you balance consumer education with marketing?
“We will always choose education first. Our goal is to inform and empower with education, not just entertain. If someone walks away from our stores or an encounter with someone from our team with a better understanding of their skin, we’ve done our job.”
How do you see The Ordinary evolving as a brand in the next five years?
“Our vision is to continuously provide innovative and targeted skin care solutions at fair prices. We want to continue to exceed our customers’ expectations by developing products that make a real difference to their skin care routine. That is why we continue to focus on research and development. Last but not least, we stand for transparency and education, providing consumers with the right information so that they can make informed choices.”
How do you see the industry evolving in the next five years?
“I hope it becomes more transparent, more science-led, and more inclusive. Predicting trends isn’t something we try to do. Trends come and go. Being and doing good is sustainable, and that’s our continued focus.”
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How do you see the relationship between beauty brands and consumers evolving in the next five years?
“People are asking smarter questions, and brands will have to keep up. Consumers want to be part of the conversation, and trust will continue to become the most valuable currency in beauty.”
What advice do you have for people looking to enter the beauty industry?
“Don’t be afraid to fail. Embrace the process, learn from it, and always stay true to your vision and values.”
There has been a lot of scandal in the industry lately, which has compromised consumer trust (namely, the Choice sunscreen test in most recent memory). What advice do you have for emerging beauty founders about earning consumer trust and dealing with fallout?
“Be honest. When things go wrong, own your mistakes. People don’t always expect perfection; they expect accountability, and they will be a lot more forgiving if you’re honest and stay transparent.”
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