Deciem Says NIOD Sales Rose More Than 200% in Early September After Sephora Launch

Originally reported by Beauty Independent.

Sales at NIOD, Deciem's premium skincare brand, rose more than 200% from Sept. 1 through Sept. 21 compared with the same period a year earlier, according to the company, Beauty Independent reported on Oct. 5. The growth followed NIOD's arrival in 200 Sephora stores across the United States and Canada on Aug. 17, after an online launch.

Started in 2015, NIOD, whose name stands for "non-invasive options in dermal science," is Deciem's second-largest and fastest-growing brand, according to Beauty Independent, while sibling brand The Ordinary closes in on $1 billion in sales. NIOD sells at a significant premium to The Ordinary, sometimes with the same hero ingredients: at Sephora, The Ordinary's 30-ml. Multi-Peptide + Copper Peptides 1% Serum is $32 and NIOD's 30-ml. Copper Amino Isolate Serum is $93, the outlet reported.

Amy Bi, VP of global brand and incubator at Deciem and formerly global brand director for lifestyle at Nike, told Beauty Independent that seeing NIOD grow two or three times over three years is "very doable, if not 5X." She described Sephora as a place for discovery, saying, "Sephora consumers are often perusing the aisles looking for newness." Bi also said NIOD's Copper Amino Isolate Serum, Copper Amino Isolate Lipid and Fractionated Eye Contour Concentrate have strong customer retention.

Why it matters

NIOD is a test of whether Deciem can produce a second breakout. Beauty Independent noted the company was conceived as a house of 10 brands, but its 11th, The Ordinary, became the hit. Because NIOD costs nearly three times as much as a comparable Ordinary serum, its Sephora run measures how far a shopper already familiar with ingredient-led skincare will trade up within the same house. Deciem is drawing on roughly nine years at Sephora with The Ordinary: ahead of the launch it simplified NIOD's packaging, and in-store displays dedicate space to explaining copper peptides, per the outlet. For Estée Lauder, which fully acquired Deciem in 2024 and has struggled to sustain growth at several acquired brands, including Smashbox, Glamglow and Too Faced, a second Deciem success would support the case CEO Stéphane de La Faverie made at a Barclays conference, where he highlighted The Ordinary as an example of an "alternative model" for accelerating indie brands, according to Beauty Independent.

What to watch

Whether the September growth holds once the launch period passes. Beauty Independent reported that European and Asian expansion for NIOD is under consideration, and Bi said being inside the Estée Lauder group gives Deciem access to a global network it would otherwise have spent years building. The next sales figures Deciem shares for NIOD will show whether the premium line can support that expansion.