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How Deciem plans to rule the world

Deciem, the Canadian company behind cult beauty brand The Ordinary, made headlines last month for its decision to close its stores and website on Black Friday, one of the biggest shopping days of the year globally, in protest of the rise of hyper-consumerism. Instead, the company offered 23 per cent off every product in its portfolio for the entire month of November in a bid to encourage customers to make more considered purchases rather than impulse buys. This isn’t the first time Deciem has