Deciem-owned prestige skin care brand NIOD is launching into a dedicated corner at French department store La Samaritaine – a move the company hopes will push it into the spotlight to follow in the footsteps of sister brand The Ordinary.
Deciem-owned indie brand The Ordinary is the most popular beauty brand on TikTok by hashtags and follower count, closely followed by L’Oréal’s derma brand CeraVe; though Unilever’s Dermalogica steals top spot for most videos.
Prestige beauty major The Estée Lauder Companies will up its investment in mass functional beauty player Deciem, establishing terms for full ownership in three years – a move that will diversify it into the increasingly important masstige market, an expert...
![Deciem-owned NIOD offers a range of high-end serums, masks, sprays and emulsions designed to improve skin health with science [Image: Deciem/NIOD]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2021/08/27/deciem-s-niod-expands-further-into-france-to-chase-the-ordinary-s-insatiable-growth/12772263-1-eng-GB/Deciem-s-NIOD-expands-further-into-France-to-chase-The-Ordinary-s-insatiable-growth.jpg)
![As of July 2021, The Ordinary has 949m hashtags and 288,000 followers; CeraVe has 878.5m hashtags and 252,600 followers making them the most popular beauty brands on TikTok [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2021/08/18/tiktok-most-popular-beauty-brands-the-ordinary-and-cerave-finds-skincare-hero/12746252-1-eng-GB/TikTok-most-popular-beauty-brands-The-Ordinary-and-CeraVe-finds-Skincare-Hero.jpg)
