DECIEM announces plans to shut down stores and website on Black Friday

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  • Thoughts?

    Deciem, parent company of brands like The Ordinary and NIOD, has announced that it will be closing its stores and website on Black Friday, which falls on the 29th of November this year.

    The event originates in the US and falls annually on the Friday after Thanksgiving, with retailers slashing prices for what is considered the first day of ‘Christmas shopping’.

    Calling the temporary shut down ‘Black (out) Friday’, the brand is instead rolling out a site-wide 23% discount for the whole month of November.

    In a statement posted to their Instagram account, DECIEM revealed the move is a bid to encourage consumers to ‘shop slowly’, as they believe Black Friday encourages rushed purchasing decisions and has a negative impact on the planet as a result.

    They have ‘therefore decided to close our website and stores for a moment of nothingness on 29th November’ and, ‘hope that a month-long promotion will provide the time for research, reflection and consideration.’

    View this post on Instagram

    We have just done something we have never done before. 🙈⁣⁣ ⁣⁣ A 23% discount is now available across every product from every brand at, and at our cosy standalone stores around the world. The saving will be available for the next month, so there really is no need to hurry. ☺️⁣ ⁣⁣ Hyper-consumerism poses one of the biggest threats to the planet, and flash sales can often lead to rushed purchasing decisions, driven by the fear of a sell-out. We no longer feel that Black Friday is an earth or consumer-friendly event, and have therefore decided to close our website and stores for a moment of nothingness on the 29th November. ⁣⁣ ⁣⁣ In previous years, Black Friday at DECIEM meant an opportunity for some of our customers to secure savings across a few products from limited lines. Last year, only 16 products were discounted, everything sold out too quickly, and many of you missed out (we are still sorry). We strongly believe that skincare decisions should be based on education rather than impulse, and hope that a month-long promotion will provide the time for research, reflection, and consideration. ⁣⁣ ⁣⁣ Throughout November (and always), we are deeply committed to ensuring you receive the advice needed to make the best purchasing choices. We continue to offer detailed regimen building guidance here, in-store, via our live chat, and through our contact page (⁣⁣ ⁣⁣ P.S. Boring-but-important details can be explored at

    A post shared by THE ABNORMAL BEAUTY COMPANY (@deciem) on

    Read the brand’s statement in full in the post above.

    What are your thoughts on this decision?

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