The Company Behind The Ordinary Is Shutting Down | Clozette


Update: After minority shareholder Estee Lauder took legal action against the abrupt shutting down of the company, things have taken a different turn. CEO Brandon Truaxe has been booted from his post and has been replaced by co-CEO Nicola Kilner. Deciem stores in New York and London have also reportedly opened again.


It looks like all the Deciem drama is about to come to a conclusion, albeit a confusing one. Founder Brandon Truaxe announced on Instagram that the company will be shutting down until further notice. Although it was not stated clearly, Truaxe heavily implied that it's because the majority of the people in Deciem was involved in a "major criminal activity." The video post was accompanied by an equally confusing caption which threatens that "everyone who laughed" at Truaxe "will with certainty face criminal prosecution." He mentioned some notable personalities and beauty brands like Tom Ford, Estée Lauder and IT Cosmetics, among others.



Staying true to their moniker as "the abnormal company", Deciem's farewell is bizarre and so was the majority of their social media content since Truaxe took over eight months ago. From humiliating public firings to strange calls for help, at times Deciem's Instagram posts seemed to be juicier than the latest episode of Keeping Up With The Kardashians. And the recent baffling post seems to be the start of its last season.



Dramatics aside, Deciem and its brands, especially the cult-favourite The Ordinary, is revered for its no-nonsense skincare that's effective and affordable — something that's groundbreaking in a market dominated by products with a hefty price tag. But now that Deciem will be out of the picture for who knows how long, it's time to find alternatives. For your reference, here are some skincare products that can substitute bestselling items from The Ordinary.


Glossier Super Bounce


Glossier Super Bounce

USD28 (glossier.com)


Love the Hyaluronic Acid 2% + B5 from The Ordinary? If you're already running out, try Glossier's Super Bounce! It's also formulated with vitamin B5 and has the same silky, lightweight texture. Unlike The Ordinary, Glossier's version doesn't indicate the concentration percentage of Hyaluronic acid. Nonetheless, it has gained good reviews from skincare fanatics.


Paula’s Choice 10% Niacinamide Booster


Paula’s Choice 10% Niacinamide Booster

USD42 (paulaschoice.com)


Niacinamide is an amazing product for the skin because it tightens pores, controls sebum production and helps fade away dark spots. So it's no wonder that the Niacinamide 10% + Zinc 1% from the Ordinary sold like hotcakes upon its release. If your skin can't live without it, try Paula's choice 10% Niacinamide Booster, which features the same concentration and has vitamin B3 and B5 which gives additional skin benefits. 



COSRX AHA 7 Whitehead Liquid


COSRX AHA 7 Whitehead Liquid

Price unavailable (cosrx.kr)


These days we're all about acids and chemical peels and The Ordinary Glycolic Acid 7% Toning Solution is no doubt a favourite. Thankfully, we found a great alternative in COSRX's AHA 7 Whitehead Liquid which also has a formulation of 7% Glycolic Acid and includes natural fruit acids like Pyrus Malus (Apple) Fruit Water. It's gentle and very effective at getting rid of whiteheads. Click here to see our full review on this product.


Dr. Wu Intensive Renewal Serum with 18% Mandelic Acid


Dr. Wu Intensive Renewal Serum with 18% Mandelic Acid

USD34 (drwu.com)


For those who need a gentler exfoliating acid, Mandelic Acid is a godsend ingredient. It speeds up the turnover of skin to reveal smoother and brighter complexion while dislodging clogged pores at the same time. If you loved The Ordinary's Mandelic Acid 10% + HA, then you should try Dr. Wu's Intensive Renewal Serum with 18% Mandelic Acid, which has a higher concentration but is just as gentle on sensitive skin types.


(Cover photo from: @deciem)







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We all aspire to live a balanced life, with no part toppling over and no portion forgotten. But despite the word “balance” being thrown around frequently and easily, getting a hold of it in real life can be quite a feat. With all the responsibilities given to us and all the goals we set for ourselves, how can we make sure that we can catch life’s elusive equilibrium? The secret is putting you at the centre. No, don’t feel squeamish about elevating your personal goals to the top of your list. Love yourself! And take these steps to ensure you achieve a more balanced life.


Girl Reflecting

Identify what balance means


There’s no better person to give meaning to “balance” than you. Does it mean being able to give yourself time while accomplishing all that is asked of you? Is balance about giving a piece of yourself to a cause you’re passionate about while going about your daily routine? For some people, they bask in their achievements at work and are happier working rather than taking a day off. And that’s okay. Much like success, what balance means is completely up to you.

Feed your soul 


Kitten Drawing


If you don’t have the luxury of being able to do what you are most passionate about daily, make sure you give yourself at least one day per week to indulge in it. Or if you’re someone who takes pride in being able to make a living out of something you love doing, it’s time to create a new outlet and find a new passion.

No matter how much you love something, doing it again and again for a long period of time can get taxing. So make sure you take breaks and find other things that will feed your soul so you can always go back to loving your passions with as much strength as when you first dabbled in them.

Create a self-care regimen


Give yourself time in all aspects, but most especially in self-care. Don’t be scared to spend a little more time in the shower or adding an extra step to your skincare routine. Most importantly, use the right grooming products to give your self-care regimen a boost.


Rejoice Perfect Balance

The Rejoice Perfect Balance series offers luxurious smoothness to the hair. Plus, it’s formulated with an upgraded perfume scent, flower water with witch hazel and essential oils with evening primrose for the ideal golden ratio.

Depending on your hair care need, take your pick among four variants from the series. The Perfect Balance for Rich Soft Smooth is infused with smooth serum that conditions each strand from root to tip; Perfect Balance for Frizz Repair treats five signs of hair damage, including frizz, tangles, roughness, dryness and dullness; Perfect Balance for Anti-Hairfall contains olive oil essence for smoother, softer and stronger hair; and Perfect Balance for Anti Dandruff 3-in-1 fights dandruff with menthol without drying your strands out.

We often relegate hair care as unnecessary, with inner remarks that range from “It’s just hair!” to “It’s just too much work.” But have you ever caught yourself smiling at your reflection in the mirror at the sight of a good hair day? How you look — including the way your hair looks — affects you psychologically. So make sure you invest in products that work great in keeping your tresses healthy and well-balanced.



Treat your body well 


Healthy Breakfast


There’s no denying that everything in our lives jolts and halts when we get sick. In order to continue enjoying the things you normally do — and add more experiences — make sure you’re treating your body right. No, you don’t need to say a final farewell to foods and drinks that are not found in the “healthy” category, but do make sure that you don’t indulge in them more than the ones that actually nourish your body. Exercising helps as well, not just in maintaining your body’s health but also your mind’s.

Go easy on yourself 


Girl Among Flowers


Finding balance in life is not banked on the idea that nothing goes wrong or that things are always of symmetry and perfect sound. If you focus on always getting things right and to perfection, you won’t be able to appreciate the nuances that make life interesting. Strike the perfect balance by celebrating your victories and forgiving yourself when you disappoint yourself.


Live a more balanced life starting with self-care. Give your hair some lovin’ and get a bottle of Rejoice Perfect Balance series here.

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What better way to start the week than with fashion and beauty news that are hot off the press? Take a break from your tedious Monday by scrolling through the latest happenings below. 


Huxley Skincare lands in Singapore


Huxley Skincare Singapore


Need a new skincare brand to satisfy your K-beauty fix? Good news! Korean skincare brand Huxley has finally arrived in Singapore. Taking its chic, minimalist and luxurious allure to this region, the brand comes to SG with the introduction of its new selection of cleansers namely the Cleansing Oil; Deep Clean, Deep Moist and Cleansing Foam; Deep Clean, Deep Moist. Grab these new releases and more Huxley favourites online via huxley.sg and in-store at M Beauty at Metro Centrepoint.


Uniqlo opens its biggest store in South East Asia



The Japanese fashion retail brand that champions 'all things basic' has chosen Manila as the location of its biggest flagship store in Southeast Asia, which is approximately 4,100 square meters in size. The store, their 52nd branch in the Philippines, is the fourth largest in market and store count outside Japan. 


Supermodel offsprings taking the reins in beauty's biggest houses



We've all heard about Cindy Crawford's daughter Kaia Gerber owning the runways and signing various modelling campaigns. Just recently, she was listed as the new ambassador of YSL beauty. But she's not the only supermodel daughter who's been snagging the spotlight. Kate Moss' 16-year-old daughter Lila has just been unveiled as Marc Jacob Beauty's new face — talk about a massive thing to add to your portfolio as your first beauty campaign ever, right? With the rise of these modelling 'legacies', we can't help but wonder whose supermodel daughter or son will be making their name in the industry next. 


Fenty Beauty introduces Chill Owt Holiday Collection



Queen Rih knows just how to keep our makeup-loving hearts bursting with excitement as Fenty Beauty teases a new collection that will make your holiday makeup popping like there's no tomorrow. Perfect for your plans for this festive season, the gorgeous Chill Owt metallic crayons, both in warm and cool shades, claim to work as your eyeshadow, eyeliner, lip liner or lipstick. Keep your shopping carts ready as this will go on sale on the Fenty Beauty website and on Sephora on 12 October.



Coach celebrates reopening at Marina Bay Sands


Coach Marina Bay Sands


Last 5 October, Coach announced the reopening of its store at The Shoppes at Marina Bay Sands through a special and exclusive event. The official ribbon cutting was headed by brand ambassador Kiko Mizuhara with brand executives, President of Coach Asia Giorgio Sarne and General Manager of Coach Southeast Asia and Oceania Emmanuel Ruelland. The brand’s distinctive modern luxury concept is very prominent in the store, showcasing leather and natural wood finishes inspired by a sophisticated yet playful New York vibe. 


Dating app Bumble plans to launch skincare line



No luck finding love through dating apps? Then maybe you should swipe right to give your skin some loving instead. Dating-turned-casual-networking app Bumble's CEO Whitney Wolfe Herd recently said in an interview that the company is now looking into working with dermatologists and psychotherapists to create a skincare line that aims to address not just skin issues but also its relationship and connection with mental health. Sadly, it's still unclear as to when the solid plans for this interesting take on skincare will fully launch, but it sure piqued our interest enough for us to keep our eyes peeled for any progress. 



Missed last week's scoop? Check out this recap.


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