Before I go into the review, Toronto-based DECIEM came out with some big news yesterday—they’ve sold a stake in the company to Estée Lauder.
The optimist in me wants to say good for them! And that this new injection of money will seriously improve their production and distribution, particularly considering the issues they had upon the recent launch of their first colour cosmetics.
The pessimist in me realizes that The Estée Lauder Companies is one of the world’s largest cosmetic conglomerates, with brands like Clinique, MAC, Too Faced, Bobbi Brown, Tom Ford, Becca, Origins, Smashbox, La Mer, Aveda, Jo Malone, Le Labo and more under its umbrella. It seems possible that formulations might become altered, prices may start to increase, and some of the things that I personally liked about the company will change: being local, cruelty-free (Estée Lauder is not cruelty-free), and the values they claimed to have about honesty in skincare.
Each box DECIEM mails out has ABNORMAL BEAUTY COMPANY emblazoned on it in bold, sans-serif letters. It rings a bit false now that there’s a beauty behemoth behind the scenes.
In any case, Brandon Truaxe will remain DECIEM’s CEO (he has previous with launching a company only to sell it, and was also a founder of Indeed Labs). The company’s fans, including myself, will have to hope that this move allows DECIEM to grow comfortably, without losing sight of what made them so very popular in the first place.
This week, I test drove Canadian skincare brand DECIEM’s first foray into color makeup with one of their two new foundations.
In April, they released a Serum Foundation and a Coverage Foundation under one of their brands, The Ordinary. I picked up both in the color 2.0YG (Light Medium, Yellow Undertones with Gold Highlights) for my NC25–30 skintone.
Last week, I reviewed the Serum Foundation, and I wasn’t a huge fan.
Today, I’m reviewing the Coverage Foundation, which, obviously, is meant to provide more coverage. It claims a light cream texture, full coverage, higher pigmentation than the Serum Foundation, and a semi-matte finish. The shade I got, as indicated by the “G” in the name, has additional subtle gold highlights mixed in.
Sounds good to me!
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