Deciem — the business behind cult skin-care hit The Ordinary — is closing stores and blacking out its web site for Black Friday 2019.
Instead, the business will be offering an in-store and online 23 percent discount for the full month of November across all brands — The Ordinary, Niod and Hylamide included. Stores and the web site will operate normally on all days except Black Friday, according to the company.
"Each Black Friday we were feeling increasingly more uncomfortable with being so heavily involved in a day centered around hyper-consumerism," said Nicola Kilner, Deciem chief executive officer. "We are working hard to bring good skin care to as many people as possible, and while Black Friday certainly brings in new customers, encouraging rushed purchasing decisions is not a position we align with. We hope that by offering a longer-term discount, we are creating a more comfortable position for ourselves and for our audience."
Last year, Deciem participated in Black Friday by discounting 16 stockkeeping units, many of which sold out in a matter of hours, according to the company.
Last year's Black Friday sale was conducted after a period of corporate instability. The company's founder, Brandon Truaxe, had declared the closing of the business via Instagram in October, and later was ousted from the company. He died in January.
This year, Deciem has worked to get the business back in order, including relaunching The Ordinary, its most popular brand, in Sephora and Ulta Beauty. It is now helmed by Kilner, who had served on and off as co-chief executive officer alongside Truaxe, and is said to be on track to do $300 million in wholesale sales for 2019.
Deciem is one of several companies taking a more conscious approach to the holiday season. Many retailers now close on Thanksgiving Day, and some donate a percentage of Black Friday proceeds to charitable organizations.
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