{"id":589,"date":"2025-09-26T03:25:36","date_gmt":"2025-09-26T03:25:36","guid":{"rendered":"http:\/\/icodesign.com\/deciem"},"modified":"2025-09-26T03:25:36","modified_gmt":"2025-09-26T03:25:36","slug":"deciem","status":"publish","type":"page","link":"https:\/\/icodesign.com\/work\/deciem","title":{"rendered":"Deciem"},"content":{"rendered":"<div class=\"relative w-full h-full overflow-hidden bg-black\">\n                <video id=\"heroVideo\" preload=\"auto\" class=\"absolute inset-0 z-10 object-cover w-full h-full lazy sr-fade\" playsinline autoplay loop muted><\/video><\/p>\n<div class=\"absolute inset-x-0 bottom-0 z-30 transition bg-black shrink h-1\/10 max-h-0\"><\/div>\n<\/p><\/div>\n<section class=\"relative z-10 max-w-xl px-5 py-10 mx-auto sr-slide md:text-center md:px-7 md:py-40 lg:px-12 lg:max-w-4xl 2xl:max-w-5xl 2xl:px-0\" id=\"copy-8635\">\n<h2 class=\"font-mono leading-none uppercase tracking-loose text-14 mb-7 md:mb-14 lg:mb-16 xl:text-20 xl:mb-18\">\n    <span class=\"caps\">OVERVIEW<\/span><br \/>\n  <\/h2>\n<h3 class=\"font-serif text-27 leading-111 mb-7 md:text-45 md:leading-131  lg:text-55 lg:leading-124 xl:text-75 xl:leading-118 2xl:text-96 2xl:leading-114 lg:mb-15 2xl:mb-16\">\n    Creating a&nbsp;diverse, disruptive house of beauty brands<br \/>\n  <\/h3>\n<p class=\"text-16 leading-137 lg:text-18 lg:leading-150 xl:text-28 xl:leading-132 2xl:text-35 2xl:leading-131\">\n    Unconventional, charismatic and headstrong \u2013 that was Brandon Truaxe, the maverick entrepreneur and <span class=\"caps\">CEO<\/span> of Deciem. We collaborated with Brandon to realise his vision of creating a&nbsp;different kind of beauty company \u2013 one that was nimble, innovative and would define future trends rather than following them. Within <span class=\"numbers\">4<\/span>&nbsp;years of working together, we\u2019d taken <span class=\"numbers\">7<\/span>&nbsp;innovative, disruptive beauty brands to market all under the Deciem umbrella.\n  <\/p>\n<\/section>\n<div class=\"relative overflow-hidden px-5 lg:px-38 sr-slide\" id=\"video-8636\" :class=\"{'paused': play}\" x-data=\"{ play: false }\" x-init=\"$watch('play', (value) => { if (value) { $refs.video.play() } else { $refs.video.pause() } })&#8221;><br \/>\n        <video x-ref=\"video\" @click=\"play = !play\" class=\"w-full lazy\" playsinline autoplay loop muted><source data-src=\"https:\/\/player.vimeo.com\/external\/578432738.sd.mp4?s=140f5bdc630d748c104410e71d4d4df40614fccd&amp;profile_id=165\" type=\"video\/mp4\"\/><\/video>\n        <\/div>\n<section class=\"relative z-10 max-w-xl px-5 py-10 mx-auto sr-slide md:text-center md:px-7 md:py-40 lg:px-12 lg:max-w-4xl 2xl:max-w-5xl 2xl:px-0\" id=\"copy-8687\">\n<h2 class=\"font-mono leading-none uppercase tracking-loose text-14 mb-7 md:mb-14 lg:mb-16 xl:text-20 xl:mb-18\">\n    <span class=\"caps\">STRATEGIC<\/span> <span class=\"caps\">DIRECTION<\/span><br \/>\n  <\/h2>\n<h3 class=\"font-serif text-27 leading-111 mb-7 md:text-45 md:leading-131  lg:text-55 lg:leading-124 xl:text-75 xl:leading-118 2xl:text-96 2xl:leading-114 lg:mb-15 2xl:mb-16\">\n    An industrious, rapid-response ideas&nbsp;lab<br \/>\n  <\/h3>\n<p class=\"text-16 leading-137 lg:text-18 lg:leading-150 xl:text-28 xl:leading-132 2xl:text-35 2xl:leading-131\">\n    Design is an essential tool for anyone looking to realise concepts rapidly, and with the beauty market demanding more than innovative product offerings, Deciem needed a&nbsp;stable of scalable brands which would resonate with retailers and consumers alike. These brands, including Fountain, Ab Crew, Avestan, Inhibitif and Niod were huge success stories for Deciem. Inhibitif became one of Boots\u2019 fastest-selling products, Fountain launched into Selfridges amid much fanfare, and Avestan showed how the founder\u2019s vision could translate from experience to product to&nbsp;store.\n  <\/p>\n<\/section>\n<div class=\"relative overflow-hidden sr-fade\" id=\"video-8688\" :class=\"{'paused': play}\" x-data=\"{ play: false }\" x-init=\"$watch('play', (value) => { if (value) { $refs.video.play() } else { $refs.video.pause() } })&#8221;><br \/>\n        <video x-ref=\"video\" @click=\"play = !play\" class=\"w-full lazy\" playsinline data-poster=\"\/assets\/images\/_1920x1080_crop_center_75_none\/Avestan_Thumbnail@2x.jpg\" preload=\"none\"><source data-src=\"https:\/\/player.vimeo.com\/external\/563686226.hd.mp4?s=d6c24374a790fe51a982d59f76be3b7294ffa20c&amp;profile_id=175\" type=\"video\/mp4\"\/><\/video><\/p>\n<div @click=\"play = true\" x-show=\"!play\" x-transition:leave=\"transition ease-in duration-300\" x-transition:leave-start=\"opacity-100 transform scale-100\" x-transition:leave-end=\"opacity-0 transform scale-90\" class=\"absolute inset-0 flex items-center justify-center w-full h-full\">\n        <svg class=\"w-20 h-20 text-black lg:h-32 lg:w-32\" fill=\"currentColor\" viewbox=\"0 0 128 128\">\n          <path d=\"M64.1328 128.266C99.5524 128.266 128.266 99.5524 128.266 64.1328C128.266 28.7132 99.5524 0 64.1328 0C28.7132 0 0 28.7132 0 64.1328C0 99.5524 28.7132 128.266 64.1328 128.266Z\" fill=\"white\"\/>\n          <path d=\"M90.5955 64.1324L50.6361 92.1808V36.084L90.5955 64.1324Z\" fill=\"black\"\/>\n        <\/svg>\n      <\/div>\n<\/p><\/div>\n<section class=\"relative z-10 max-w-xl px-5 py-10 mx-auto sr-slide md:text-center md:px-7 md:py-40 lg:px-12 lg:max-w-4xl 2xl:max-w-5xl 2xl:px-0\" id=\"copy-8689\">\n<h2 class=\"font-mono leading-none uppercase tracking-loose text-14 mb-7 md:mb-14 lg:mb-16 xl:text-20 xl:mb-18\">\n    Avestan<br \/>\n  <\/h2>\n<h3 class=\"font-serif text-27 leading-111 mb-7 md:text-45 md:leading-131  lg:text-55 lg:leading-124 xl:text-75 xl:leading-118 2xl:text-96 2xl:leading-114 lg:mb-15 2xl:mb-16\">\n    A journey <br class=\"m47t5h5djynunzxur\"> into the unfamiliar<br \/>\n  <\/h3>\n<p class=\"text-16 leading-137 lg:text-18 lg:leading-150 xl:text-28 xl:leading-132 2xl:text-35 2xl:leading-131\">\n    Avestan became Deciem\u2019s only dedicated fragrance brand. An intensely personal project for Brandon, the fragrances were inspired by incidental moments and journeys. We crafted a&nbsp;brand narrative and artistic visual language that could express the subtleties of the collections. The Avestan store at <span class=\"numbers\">73<\/span> Beak Street, London is deliberately stripped back and raw to communicate the experiential spirit of the&nbsp;brand.\n  <\/p>\n<\/section>\n<figure class=\"relative w-full sr-fade\" id=\"image-8690\">\n<div class=\"relative w-full h-0 overflow-hidden\" style=\"padding-bottom: 56.333333333333%;\"><\/div>\n<\/figure>\n<div class=\"md:flex\" id=\"column-8691\">\n<div class=\"w-full overflow-hidden md:w-1\/2\">\n<figure class=\"relative w-full sr-fade\" id=\"image-8691\">\n<div class=\"relative w-full h-0 overflow-hidden\" style=\"padding-bottom: 112.53333333333%;\"><\/div>\n<\/figure><\/div>\n<div class=\"w-full overflow-hidden md:w-1\/2\">\n<figure class=\"relative w-full sr-fade\" id=\"image-8691\">\n<div class=\"relative w-full h-0 overflow-hidden\" style=\"padding-bottom: 112.53333333333%;\"><\/div>\n<\/figure><\/div>\n<\/p><\/div>\n<div class=\"sr-fade glide carousel-8\" id=\"carousel-8695\">\n<div class=\"glide__track\" data-glide-el=\"track\">\n<ul class=\"glide__slides\">\n<li class=\"h-auto glide__slide\">\n            <\/li>\n<li class=\"h-auto glide__slide\">\n            <\/li>\n<li class=\"h-auto glide__slide\">\n            <\/li>\n<\/ul><\/div>\n<div class=\"glide__arrows\" data-glide-el=\"controls\">\n      <button class=\"absolute inset-y-0 left-0 flex items-center h-full p-4 webkit-button glide__arrow glide__arrow--left focus:outline-none focus:ring-0 lg:w-1\/2 lg:cursor-left\" data-glide-dir=\"<\"><br \/>\n        <span class=\"sr-only\">prev<\/span><br \/>\n        <svg class=\"h-6 stroke-current text-white lg:hidden\" width=\"21\" height=\"37\" viewbox=\"0 0 21 37\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<path d=\"M19.5 2L3 18.5L19.5 35\" stroke=\"white\" stroke-width=\"3\"\/>\n<\/svg><br \/>\n      <\/button><br \/>\n      <button class=\"absolute inset-y-0 right-0 flex items-center h-full p-4 webkit-button glide__arrow glide__arrow--right focus:outline-none focus:ring-0 lg:w-1\/2 lg:cursor-right\" data-glide-dir=\">&#8220;><br \/>\n        <span class=\"sr-only\">next<\/span><br \/>\n        <svg class=\"h-6 stroke-current text-white lg:hidden\" width=\"21\" height=\"37\" viewbox=\"0 0 21 37\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<path d=\"M1.51062 35L18.0106 18.5L1.51062 2\" stroke=\"white\" stroke-width=\"3\"\/>\n<\/svg><br \/>\n      <\/button>\n    <\/div>\n<\/p><\/div>\n<div class=\"md:flex\" id=\"column-8696\">\n<div class=\"w-full overflow-hidden md:w-1\/2\">\n<figure class=\"relative w-full sr-fade\" id=\"image-8696\">\n<div class=\"relative w-full h-0 overflow-hidden\" style=\"padding-bottom: 112.53333333333%;\"><\/div>\n<\/figure><\/div>\n<div class=\"w-full overflow-hidden md:w-1\/2\">\n<figure class=\"relative w-full sr-fade\" id=\"image-8696\">\n<div class=\"relative w-full h-0 overflow-hidden\" style=\"padding-bottom: 112.53333333333%;\"><\/div>\n<\/figure><\/div>\n<\/p><\/div>\n<div class=\"mb-12\" id=\"grid-8700\">\n<div class=\"mx-auto max-w-6xl mb-12 lg:px-4 lg:mb-40 pt-10 lg:pt-40\">\n<div class=\"flex space-x-3.5 mb-3.5 lg:space-x-11 lg:mb-11 items-end   justify-center\">\n<div class=\"\" style=\"width: 46%\">\n<figure class=\"relative w-full h-0\" style=\"padding-bottom: 64.18%\">\n<\/figure><\/div>\n<div class=\"\" style=\"width: 30%\">\n<figure class=\"relative w-full h-0\" style=\"padding-bottom: 131.88%\">\n<\/figure><\/div>\n<\/p><\/div>\n<div class=\"flex space-x-3.5 mb-3.5 lg:space-x-11 lg:mb-11 items-start   justify-center\">\n<div class=\"\" style=\"width: 30%\">\n<figure class=\"relative w-full h-0\" style=\"padding-bottom: 131.33%\">\n<\/figure><\/div>\n<div class=\"\" style=\"width: 46%\">\n<figure class=\"relative w-full h-0\" style=\"padding-bottom: 63.63%\">\n<\/figure><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<div class=\"relative overflow-hidden sr-fade\" id=\"video-8705\" :class=\"{'paused': play}\" x-data=\"{ play: false }\" x-init=\"$watch('play', (value) => { if (value) { $refs.video.play() } else { $refs.video.pause() } })&#8221;><br \/>\n        <video x-ref=\"video\" @click=\"play = !play\" class=\"w-full lazy\" playsinline autoplay loop muted><source data-src=\"https:\/\/player.vimeo.com\/external\/563696719.hd.mp4?s=7723215012d7d5a95be5fdce709e2d41e17bb585&amp;profile_id=175\" type=\"video\/mp4\"\/><\/video>\n        <\/div>\n<section class=\"relative z-10 max-w-xl px-5 py-10 mx-auto sr-slide md:text-center md:px-7 md:py-40 lg:px-12 lg:max-w-4xl 2xl:max-w-5xl 2xl:px-0\" id=\"copy-8706\">\n<h2 class=\"font-mono leading-none uppercase tracking-loose text-14 mb-7 md:mb-14 lg:mb-16 xl:text-20 xl:mb-18\">\n    <span class=\"caps\">AB<\/span> Crew<br \/>\n  <\/h2>\n<h3 class=\"font-serif text-27 leading-111 mb-7 md:text-45 md:leading-131  lg:text-55 lg:leading-124 xl:text-75 xl:leading-118 2xl:text-96 2xl:leading-114 lg:mb-15 2xl:mb-16\">\n    Discerning fitness meets male&nbsp;grooming<br \/>\n  <\/h3>\n<p class=\"text-16 leading-137 lg:text-18 lg:leading-150 xl:text-28 xl:leading-132 2xl:text-35 2xl:leading-131\">\n    Ab Crew is a&nbsp;lifestyle brand aimed at body-conscious gym-goers which combines high-performance fitness products with body care and grooming. A&nbsp;stylish, stripped-back aesthetic echoes <span class=\"caps\">US<\/span> collegiate fitness heritage and gives the products instant stand-out appeal. Art-directed imagery of renowned fitness model Lazar Angelov celebrates the sculptural quality of the male body and forms the basis of on-going advertising.\n  <\/p>\n<\/section>\n<div class=\"relative overflow-hidden px-5 lg:px-38 sr-slide mb-10 lg:mb-40\" id=\"video-8707\" :class=\"{'paused': play}\" x-data=\"{ play: false }\" x-init=\"$watch('play', (value) => { if (value) { $refs.video.play() } else { $refs.video.pause() } })&#8221;><br \/>\n        <video x-ref=\"video\" @click=\"play = !play\" class=\"w-full lazy\" playsinline autoplay loop muted><source data-src=\"https:\/\/player.vimeo.com\/external\/563700676.hd.mp4?s=e8db36276de3b42852b0084fb62df98eadad051c&amp;profile_id=175\" type=\"video\/mp4\"\/><\/video>\n        <\/div>\n<figure class=\"relative w-full sr-fade\" id=\"image-8708\">\n<div class=\"relative w-full h-0 overflow-hidden\" style=\"padding-bottom: 56.333333333333%;\"><\/div>\n<\/figure>\n<figure class=\"relative w-full sr-fade\" id=\"image-8709\">\n<div class=\"relative w-full h-0 overflow-hidden\" style=\"padding-bottom: 56.229180546302%;\"><\/div>\n<\/figure>\n<div class=\"md:flex\" id=\"column-8710\">\n<div class=\"w-full overflow-hidden md:w-1\/2\">\n<figure class=\"relative w-full sr-fade\" id=\"image-8710\">\n<div class=\"relative w-full h-0 overflow-hidden\" style=\"padding-bottom: 112.53333333333%;\"><\/div>\n<\/figure><\/div>\n<div class=\"w-full overflow-hidden md:w-1\/2\">\n<figure class=\"relative w-full sr-fade\" id=\"image-8710\">\n<div class=\"relative w-full h-0 overflow-hidden\" style=\"padding-bottom: 112.53333333333%;\"><\/div>\n<\/figure><\/div>\n<\/p><\/div>\n<div class=\"sr-fade glide carousel-17\" id=\"carousel-8714\">\n<div class=\"glide__track\" data-glide-el=\"track\">\n<ul class=\"glide__slides\">\n<li class=\"h-auto glide__slide\">\n            <\/li>\n<li class=\"h-auto glide__slide\">\n            <\/li>\n<li class=\"h-auto glide__slide\">\n            <\/li>\n<\/ul><\/div>\n<div class=\"glide__arrows\" data-glide-el=\"controls\">\n      <button class=\"absolute inset-y-0 left-0 flex items-center h-full p-4 webkit-button glide__arrow glide__arrow--left focus:outline-none focus:ring-0 lg:w-1\/2 lg:cursor-left\" data-glide-dir=\"<\"><br \/>\n        <span class=\"sr-only\">prev<\/span><br \/>\n        <svg class=\"h-6 stroke-current text-white lg:hidden\" width=\"21\" height=\"37\" viewbox=\"0 0 21 37\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<path d=\"M19.5 2L3 18.5L19.5 35\" stroke=\"white\" stroke-width=\"3\"\/>\n<\/svg><br \/>\n      <\/button><br \/>\n      <button class=\"absolute inset-y-0 right-0 flex items-center h-full p-4 webkit-button glide__arrow glide__arrow--right focus:outline-none focus:ring-0 lg:w-1\/2 lg:cursor-right\" data-glide-dir=\">&#8220;><br \/>\n        <span class=\"sr-only\">next<\/span><br \/>\n        <svg class=\"h-6 stroke-current text-white lg:hidden\" width=\"21\" height=\"37\" viewbox=\"0 0 21 37\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<path d=\"M1.51062 35L18.0106 18.5L1.51062 2\" stroke=\"white\" stroke-width=\"3\"\/>\n<\/svg><br \/>\n      <\/button>\n    <\/div>\n<\/p><\/div>\n<div class=\"relative overflow-hidden sr-fade\" id=\"video-8715\" :class=\"{'paused': play}\" x-data=\"{ play: false }\" x-init=\"$watch('play', (value) => { if (value) { $refs.video.play() } else { $refs.video.pause() } })&#8221;><br \/>\n        <video x-ref=\"video\" @click=\"play = !play\" class=\"w-full lazy\" playsinline autoplay loop muted><source data-src=\"https:\/\/player.vimeo.com\/external\/563707790.hd.mp4?s=efc6cf453a987b40f5022d6ff7a165d5e610f217&amp;profile_id=175\" type=\"video\/mp4\"\/><\/video>\n        <\/div>\n<figure class=\"relative w-full sr-fade\" id=\"image-8716\">\n<div class=\"relative w-full h-0 overflow-hidden\" style=\"padding-bottom: 56.333333333333%;\"><\/div>\n<\/figure>\n<figure class=\"relative w-full sr-fade\" id=\"image-8717\">\n<div class=\"relative w-full h-0 overflow-hidden\" style=\"padding-bottom: 56.333333333333%;\"><\/div>\n<\/figure>\n<section class=\"relative z-10 max-w-xl px-5 py-10 mx-auto sr-slide md:text-center md:px-7 md:py-40 lg:px-12 lg:max-w-4xl 2xl:max-w-5xl 2xl:px-0\" id=\"copy-8718\">\n<h2 class=\"font-mono leading-none uppercase tracking-loose text-14 mb-7 md:mb-14 lg:mb-16 xl:text-20 xl:mb-18\">\n    Fountain<br \/>\n  <\/h2>\n<h3 class=\"font-serif text-27 leading-111 mb-7 md:text-45 md:leading-131  lg:text-55 lg:leading-124 xl:text-75 xl:leading-118 2xl:text-96 2xl:leading-114 lg:mb-15 2xl:mb-16\">\n    The intersection of&nbsp;<br class=\"m47t5h5djynunzxur\"> medicine and&nbsp;beauty<br \/>\n  <\/h3>\n<p class=\"text-16 leading-137 lg:text-18 lg:leading-150 xl:text-28 xl:leading-132 2xl:text-35 2xl:leading-131\">\n    Fountain was one of the <span class=\"caps\">UK<\/span>\u2019s first nutraceutical drinks, offering health and beauty nutrients in water-soluble solutions. Targeting an affluent female audience, the name evokes the age-defying benefits of the product, and packaging reflects the scientific developments that are at the heart of the brand. The brand launched in Selfridges alongside a&nbsp;targeted ad&nbsp;campaign.\n  <\/p>\n<\/section>\n<div class=\"relative overflow-hidden sr-fade\" id=\"video-14410\" :class=\"{'paused': play}\" x-data=\"{ play: false }\" x-init=\"$watch('play', (value) => { if (value) { $refs.video.play() } else { $refs.video.pause() } })&#8221;><br \/>\n        <video x-ref=\"video\" @click=\"play = !play\" class=\"w-full lazy\" playsinline autoplay loop muted><source data-src=\"https:\/\/player.vimeo.com\/external\/577191308.hd.mp4?s=0062c42fc35cfd313406be460410aa645cd6be90&amp;profile_id=175\" type=\"video\/mp4\"\/><\/video>\n        <\/div>\n<figure class=\"relative w-full sr-fade\" id=\"image-8719\">\n<div class=\"relative w-full h-0 overflow-hidden\" style=\"padding-bottom: 56.333333333333%;\"><\/div>\n<\/figure>\n<figure class=\"relative w-full sr-fade\" id=\"image-8720\">\n<div class=\"relative w-full h-0 overflow-hidden\" style=\"padding-bottom: 72.951365756163%;\"><\/div>\n<\/figure>\n<div class=\"relative overflow-hidden sr-fade\" id=\"video-8721\" :class=\"{'paused': play}\" x-data=\"{ play: false }\" x-init=\"$watch('play', (value) => { if (value) { $refs.video.play() } else { $refs.video.pause() } })&#8221;><br \/>\n        <video x-ref=\"video\" @click=\"play = !play\" class=\"w-full lazy\" playsinline preload=\"none\"><source data-src=\"https:\/\/player.vimeo.com\/external\/563705290.hd.mp4?s=269707b245df5f35c41813fa6f818c9804c8d2bc&amp;profile_id=175\" type=\"video\/mp4\"\/><\/video><\/p>\n<div @click=\"play = true\" x-show=\"!play\" x-transition:leave=\"transition ease-in duration-300\" x-transition:leave-start=\"opacity-100 transform scale-100\" x-transition:leave-end=\"opacity-0 transform scale-90\" class=\"absolute inset-0 flex items-center justify-center w-full h-full\">\n        <svg class=\"w-20 h-20 text-black lg:h-32 lg:w-32\" fill=\"currentColor\" viewbox=\"0 0 128 128\">\n          <path d=\"M64.1328 128.266C99.5524 128.266 128.266 99.5524 128.266 64.1328C128.266 28.7132 99.5524 0 64.1328 0C28.7132 0 0 28.7132 0 64.1328C0 99.5524 28.7132 128.266 64.1328 128.266Z\" fill=\"white\"\/>\n          <path d=\"M90.5955 64.1324L50.6361 92.1808V36.084L90.5955 64.1324Z\" fill=\"black\"\/>\n        <\/svg>\n      <\/div>\n<\/p><\/div>\n<div class=\"md:flex\" id=\"column-8722\">\n<div class=\"w-full overflow-hidden md:w-1\/2\">\n<figure class=\"relative w-full sr-fade\" id=\"image-8722\">\n<div class=\"relative w-full h-0 overflow-hidden\" style=\"padding-bottom: 112.66666666667%;\"><\/div>\n<\/figure><\/div>\n<div class=\"w-full overflow-hidden md:w-1\/2\">\n<figure class=\"relative w-full sr-fade\" id=\"image-8722\">\n<div class=\"relative w-full h-0 overflow-hidden\" style=\"padding-bottom: 112.66666666667%;\"><\/div>\n<\/figure><\/div>\n<\/p><\/div>\n<figure class=\"relative w-full sr-fade\" id=\"image-8726\">\n<div class=\"relative w-full h-0 overflow-hidden\" style=\"padding-bottom: 56.333333333333%;\"><\/div>\n<\/figure>\n<div class=\"md:flex\" id=\"column-8727\">\n<div class=\"w-full overflow-hidden md:w-1\/2\">\n<figure class=\"relative w-full sr-fade\" id=\"image-8727\">\n<div class=\"relative w-full h-0 overflow-hidden\" style=\"padding-bottom: 112.66666666667%;\"><\/div>\n<\/figure><\/div>\n<div class=\"w-full overflow-hidden md:w-1\/2\">\n<figure class=\"relative w-full sr-fade\" id=\"image-8727\">\n<div class=\"relative w-full h-0 overflow-hidden\" style=\"padding-bottom: 112.66666666667%;\"><\/div>\n<\/figure><\/div>\n<\/p><\/div>\n<section class=\"relative w-full py-14 lg:py-36 lg:h-stats\" id=\"stats-8876\">\n<div class=\"relative z-10 items-start justify-between max-w-5xl px-8 mx-auto lg:flex\">\n<div class=\"min-h-[134px] text-center mx-auto max-w-2xs w-full text-white px-6 lg:px-0 mb-14 lg:mb-0\">\n          <span class=\"stats relative leading-none font-serif font-bold text-80 mb-2.5 inline-block lg:-mx-6 lg:mb-4 lg:text-120\" id=\"number291\" data-prepend=\"\" data-number=\"2\" data-append=\"bn\"><br \/>\n              0<br \/>\n          <\/span><\/p>\n<p class=\"text-16 leading-137 lg:text-22 lg:leading\">Valuation after Est\u00e9e Lauder investment<\/p>\n<\/p><\/div>\n<div class=\"min-h-[134px] text-center mx-auto max-w-2xs w-full text-white px-6 lg:px-0 mb-14 lg:mb-0\">\n          <span class=\"stats relative leading-none font-serif font-bold text-80 mb-2.5 inline-block lg:-mx-6 lg:mb-4 lg:text-120\" id=\"number292\" data-prepend=\"\" data-number=\"12\" data-append=\"k+\"><br \/>\n              0<br \/>\n          <\/span><\/p>\n<p class=\"text-16 leading-137 lg:text-22 lg:leading\">Stores stocking Deciem products<\/p>\n<\/p><\/div>\n<div class=\"min-h-[134px] text-center mx-auto max-w-2xs w-full text-white px-6 lg:px-0\">\n          <span class=\"stats relative leading-none font-serif font-bold text-80 mb-2.5 inline-block lg:-mx-6 lg:mb-4 lg:text-120\" id=\"number293\" data-prepend=\"\" data-number=\"10\" data-append=\"\"><br \/>\n              0<br \/>\n          <\/span><\/p>\n<p class=\"text-16 leading-137 lg:text-22 lg:leading\">Brands launched in three years<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<p>    <span class=\"absolute inset-0 z-0 bg-black bg-opacity-25\">&nbsp;<\/span><\/p>\n<\/section>\n<div class=\"py-12 px-5 lg:px-38 lg:py-20 xl:flex xl:justify-center text-center\" id=\"quote-8986\">\n<blockquote class=\"sr-slide max-w-5xl\"><p>\n    <span class=\"block mb-8 lg:mb-12 flex justify-center\"><br \/>\n      <svg class=\"h-8\" width=\"89\" height=\"35\" viewbox=\"0 0 89 35\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<path d=\"M15.38 0.0799937C3.48 4.28 0.4 11.56 0.4 19.26C0.4 27.8 5.3 31.86 10.2 31.86C14.4 31.86 17.2 28.78 17.2 25.28C17.2 20.94 13.98 18.56 10.34 18.42C7.68 18.28 5.02 17.16 5.02 12.4C5.02 9.73999 6.14 4.84 15.66 0.919991L15.38 0.0799937ZM36.38 0.0799937C24.48 4.28 21.4 11.56 21.4 19.26C21.4 27.8 26.3 31.86 31.2 31.86C35.4 31.86 38.2 28.78 38.2 25.28C38.2 20.94 34.98 18.56 31.34 18.42C28.68 18.28 26.02 17.16 26.02 12.4C26.02 9.73999 27.14 4.84 36.66 0.919991L36.38 0.0799937ZM54.0036 34.94C65.9036 30.74 68.9836 23.46 68.9836 15.76C68.9836 7.21999 64.0836 3.16 59.1836 3.16C55.1236 3.16 52.1836 6.24 52.1836 9.73999C52.1836 14.08 55.4036 16.46 59.0436 16.6C61.7036 16.74 64.3636 17.86 64.3636 22.62C64.3636 25.28 63.2436 30.18 53.7236 34.1L54.0036 34.94ZM73.4636 34.94C85.3636 30.74 88.4436 23.46 88.4436 15.76C88.4436 7.21999 83.5436 3.16 78.6436 3.16C74.5836 3.16 71.6436 6.24 71.6436 9.73999C71.6436 14.08 74.8636 16.46 78.5036 16.6C81.1636 16.74 83.8236 17.86 83.8236 22.62C83.8236 25.28 82.7036 30.18 73.1836 34.1L73.4636 34.94Z\" fill=\"white\"\/>\n<\/svg><br \/>\n    <\/span><\/p>\n<p class=\"mb-6 font-serif font-bold text-32 leading-118 lg:text-60 lg:leading-116 xl:mb-10\">ico\u2019s creativity and ability to think out of the box paved the way to launching our early brands and built the very foundations of&nbsp;Deciem.<\/p>\n","protected":false,"raw":""},"excerpt":{"rendered":"<p>OVERVIEW Creating a&nbsp;diverse, disruptive house of beauty brands Unconventional, [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"template_3.php","meta":{"footnotes":""},"class_list":["post-589","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Deciem - Ico Design<\/title>\n<meta name=\"description\" content=\"Deciem: Creating a diverse, disruptive house of beauty brands.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/icodesign.com\/work\/deciem\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Deciem - Ico 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