The Value of Truth in Beauty


At WGSN, in our annual Big Ideas report we highlight the areas that will impact product development in the future across the industries we serve, from fashion to food and drink, and beauty. In 2023, one of these key areas – Push for Progress – describes the urgent need for ethical, inclusive and sustainable change that will drive consumers to seek proactive products and business practices that actively improve the world. These changes in consumer behaviour will mean that transparency is non-negotiable.

One beauty company already incorporating such thinking into their strategy is the pioneering beauty brand Deciem. When co-founder and CEO Nicola Kilner joined our Create Tomorrow podcast she talked about navigating the challenges of lockdown,  how the brand’s ‘one-human approach’ has brought global success and also the importance of truth and science in beauty. Here’s a few highlights from the podcast…

Pandemic Pivoting

“One of the first things we did quite quickly was launch Deciem at Home (skincare virtual consultation). We wanted to be able to give our retail team the ability to continue working because we didn’t know how long stores would be closed.  Our audience have enjoyed having that opportunity to talk with a Deciem ambassador. It’s showing us that education is really helping our consumers understand our products and what they what they want to use. A lot of our offline consumers are now our online consumers as well.”

Nicola Kilner, Deciem beauty

Nicola Kilner, co-founder and CEO of Deciem

Why Brand Values Reign

“People aren’t just buying a product anymore, they want to align with a brand. Your brand values are so important. Consumers want to know what are you doing with sustainability, how are you treating your employees? People have really started taking interest in not just what the product is, but who is the company behind it, what are their values. Am I putting my money into the hands of a brand which is going to do good?”


Truth is Beauty

“Deciem plays within functional beauty, not emotional beauty. Buying a lipstick is much more of an emotional transaction, whereas when it comes to skincare I feel that people are sceptical and think skincare won’t work before they think it will work. So you have to break that barrier down. If you go with emotional factors it’s much more difficult to gain that trust, versus taking the science approach. And actually we just tell the truth. The truth is not every product works for everyone. Not every ingredient works for everyone, but if we’re sharing the ingredients, the more education we can put into the hands of the audience, then the better we all are.” – Nicola Kilner, co-founder and CEO, Deciem

To hear the discussion, tune in to Episode 19 of our Create Tomorrow: The Future of Furniture Rental on Apple and Spotify.

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