DECIEM The Abnormal Beauty Company
DECIEM is one of the most disruptive multi-brand skincare companies in the world — parent company of The Ordinary and NIOD, with over USD 460 million in annual revenue across 50-plus global stores, and a $1.7B acquisition by The Estée Lauder Companies that validated the brand equity built from the inside out.
I built the narrative architecture and voice systems that governed how DECIEM spoke — across 10+ cross-functional teams, 5 brands, 15+ annual product launches, and international markets. The work translated complex science into culturally resonant storytelling while maintaining the radical transparency that made DECIEM one of the most talked-about brands of its era.
Skills: Brand Narrative, Brand Voice, Brand Positioning, Brand Strategy
Tools: Google Workspace, Figma, Lattice, Wrike
Campaigns
Wrote copy for several launches product and milestone events.
I was also responsible for incorporating a warm, human tone of voice into complex copy for DECIEM’s sustainability and DEI campaigns.
When I started, I wrote omnichannel copy for five brands under the DECIEM umbrella. Eventually, the company’s stakeholders decided to sunset three brands and focus on its superstars, The Ordinary and NIOD. Both lines had two tones of voice: the former was geared towards Gen-Z, while the latter was a mature luxury offering.
THE ORDINARY
I helped transition The Ordinary’s “cutesy” tone of voice to a more direct yet friendly one. To maintain consistency, I created an internal style guide that I presented to stakeholders within the organization.
Challenges abound.
The brand messaging was disparate across all the channels, and everyone had different perspectives. My job was to strike a balance and keep the focus customer-centered. So, with lots of hard work, we stripped down the existing text—the result: clean, simple copy at a high-school reading level.
I worked cross-functionally with Brand, Creative, Science Communications, Legal, Regulatory, CX, Email, Digital, and UX teams to align copy standards for the web, paid media, social, and email channels. I also wrote copy for brand collaborations, such as ASOS.
Most of my work for The Ordinary brand involved writing weekly newsletter copy for 1,500,000 subscribers and 2,600,000 followers on Instagram and TikTok.
And, of course, I wrote lots (and lots, and lots) of social copy.
Loblaw
Need Supply Co.