9. DECIEM
Billing itself as “the abnormal beauty company,” DECIEM’s arrival on the scene comes at an interesting time when the biggest companies keep getting bigger.In the beauty industry, where a handful of key players tend to dominate, no one would expect a smaller company to come along and challenge the norm. And who could blame them? Taking on Goliath may have worked for David, but the strategy doesn’t work for all businesses, and there’s clearly a reason why.
Not only is the beauty industry expensive to break into, but it takes someone with a little bit of crazy to fight the hard, uphill battle against such industry giants as Sephora and MAC.Enter DECIEM’s founder, Brandon Truaxe, who confidently re-affirms on the company’s website that “The Founder’s Screwed Up!”
Of course, the approach DECIEM is taking is clearly nonconformist. And it seems to be working. How else can you explain the bold idea of bringing 360-degree production, distribution, sales, marketing, R&D and everything else you can think of in an operation under one roof in downtown Toronto, no less?
Bucking every industry trend, creating jobs, challenging titans, and making great products is what has allowed DECIEM to netover $30 million in revenue. But the surface is only being scratched at the moment, and Brandon knows it.
Named after the Latin word for 10, DECIEM has now developed over 50 products that reach more than 15 markets around the world. Needless to say, it will be interesting to see where Brandon and his growing engine goes in the coming years, but for now we can all can say thanks for being different and bringing industry and ideas back to Canada.
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