Deciem Partners With El Palacio De Hierro to Bring Abnormal Beauty To Mexico

Abnormal Beauty Company Deciem announces a strategic expansion into Mexico in partnership with historic retailer El Palacio de Hierro. 

 

El Palacio de Hierro will become the first North American retail partner to house three of the seven Deciem brands. Last month, Niod, The Ordinary and The Chemistry Brand will make their debut in Mexico, online and in Palacio de Hierro doors.

 

“Mexico has always held a special part of our heart, and it has been amazing to watch our audience grow here,” said Nicola Kilner, CEO and co-founder of Deciem. “We're incredibly excited to now have a cozy home at El Palacio de Hierro and for our products to become even more accessible in Mexico. We can't wait to continue to build our brand in Mexico with love.” 

 

With plans to expand into more doors in the future, four of Palacio's key doors – Palacio, Durango, Acoxpa and Satelite – will retail the full Niod assortment with retail exclusivity to the multi-awarding winning Copper Amino Isolate innovations; Copper Amino Isolate Lipid 1% and Copper Amino Isolate Serum 3 1:1.

 

“At Deciem, we see Niod as our crown jewel because it thrives on next-generation ingredients and state-of-the-art technology to optimize skin health,” said Prudvi Kaka, chief scientific officer at Deciem. “Niod embodies our commitment to be at the forefront of science, and has been created to provide an at-home laboratory experience to our customers.” 

 

Deciem has made strategic efforts to develop the brand's supply chain to ensure demand can be met and to continue the company's vision for honestly-priced formulations accessible to all. For Mexican customers, Deciem and El Palacio de Hierro's partnership showcases the rapidly growing demand for the evolutionary product formulations and transparency within the beauty industry. While Deciem currently lacks a brick-and-mortar presence in Mexico, the expansion partnership aids the growth initiatives and adds a reliable supply chain for the Mexican audience.