Why did you start DECIEM?
I exited my previous business, Indeed Labs, with a lot of anger and a non-competition in face care. A combination of passion for bringing credibility to the functional beauty business and the revenge overly due to Indeed Labs led to the formation of DECIEM. A million mistakes later and now we are here.
Why is DECIEM labelled ‘the abnormal beauty company’?
Because we are doing very normal things as humans but in the corporate world, and especially in beauty, what we do seems to be against the norm. Business is made up of people and people are humans. When you take humanity out of a business – which is the norm in the world – no matter how much success, there is much less fun, much less authenticity and ultimately much intangible value.
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