Nicola Kilner, the co-founder and longtime chief executive of Deciem, the parent company of the viral low-priced skincare line The Ordinary, will step down from her role at the end of the year, Kilner confirmed on Thursday. Kilner will remain as co-founder and still be involved with the company; Jesper Rassmussen, the company’s general manager will be promoted to global brand president.
The Ordinary and its range of clinical skincare products largely priced under $15 has been a breakout star and consistent high performer for Estée Lauder Companies, which acquired Deciem in 2021 following a previous minority investment. While the rest of ELC’s portfolio of skincare brands have at times struggled to get cut-through with modern shoppers, the unique marketing and value proposition of The Ordinary made it a frontrunner. It launched as a direct-to-consumer business, and now operates stores in the UK, US and South Korea as well as being stocked in retailers including Ulta Beauty and Harrods.
Kilner co-founded the company with Brandon Truaxe in 2013, who passed away in 2019. Inspired by the latin word for “ten”, Deciem has launched more than ten brands offering supplements, hair care and body care, but the low-priced brand The Ordinary, launched in 2017, is its biggest and most disruptive. Deciem also owns lines such as the prestige skincare line Niod and Avestan, a cult fragrance brand that operates a single store in London’s Soho district.
Kilner’s departure is the latest in a string of executive reshuffles at ELC: in October, Stéphane de La Faverie was named as the conglomerate’s new chief executive, starting Jan. 1 2025, while longtime chief executive, chief financial officer and chief data officers Fabrizio Freda, Tracey T. Travis and Jane Lauder have all announced their departures from the company this year.
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How Deciem Turned an Accidental Hit Into a Goldmine
With no advertising, PR or e-commerce, the Avestan fragrance store in London’s Soho is fast-becoming a cult classic. The brand is weighing how to expand without losing its magic.
