nicola kilner: The Visionary Force Behind DECIEM’s Global Rise

V Magazine December 3, 2025

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Table of Contents

Introduction

Nicola Kilner is widely recognised as one of the most influential figures in the modern beauty industry. As the co-founder and long-time leader of DECIEM—home to The Ordinary—she reshaped global skincare by championing transparency, science-driven formulas, and accessible pricing. Her journey reflects ambition, resilience, emotional intelligence, and a strategic understanding of consumer behaviour. Yet it also includes moments of crisis and uncertainty, making her story both inspiring and human. This article explores Nicola Kilner’s early life, education, leadership style, achievements, challenges, and legacy using only confirmed, publicly available information.

Quick Bio (Verified Information Only)

Attribute	Detail
Full Name	Nicola Kilner
Nationality	British
Date of Birth	March 1989
Education	Business Management in Company, Nottingham Trent University
Early Career	Beauty Buying Manager (Innovation), Boots UK
Known For	Co-founder of DECIEM & leadership of The Ordinary
Major Brands	The Ordinary, NIOD
Current Status	Stepped down as CEO in 2024; remains Co-founder/Strategic Leader
Children	Mother of two

nicola kilner Early Life & Education

Nicola Kilner was born in March 1989 in the United Kingdom. From an early age, she showed strong interest in business, organisational behaviour, and product development. Her academic path reflected this passion when she joined Nottingham Trent University, where she studied Business Management in Company. This unique program allowed students to blend classroom theory with real-world corporate experience, shaping her practical mindset toward management and innovation.

During her studies, Nicola received sponsorship from Boots UK, one of Britain’s largest health and beauty retailers. This opportunity placed her inside a fast-moving commercial environment and allowed her to understand consumer expectations, retail strategies, and market gaps. Her experience at Boots later became a powerful foundation for her entrepreneurial journey.

nicola kilner Career Beginnings

Nicola’s professional career truly began when she joined Boots UK as a Beauty Buyer with a focus on innovation. Her role required her to identify emerging brands, assess product formulas, and recognise market opportunities. This early responsibility sharpened her ability to spot consumer needs before competitors did.

It was during this phase that Nicola met Brandon Truaxe, a visionary product developer working on new formulations. Their shared outlook on beauty innovation sparked a professional connection that would later evolve into one of the most disruptive partnerships in the skincare world.

Founding DECIEM: A Turning Point

In 2013, Nicola Kilner co-founded DECIEM, also known as “The Abnormal Beauty Company.” The mission was bold: create multiple beauty brands built on transparency, affordability, and scientific integrity. DECIEM was designed to challenge traditional industry methods, and Nicola became a driving force behind its operational excellence and global expansion.

One of DECIEM’s biggest successes emerged in 2016 with the launch of The Ordinary. With ingredient-focused formulas and radically low prices, The Ordinary quickly grew into a worldwide phenomenon. Skincare consumers gravitated toward Nicola’s commitment to straightforward science instead of marketing exaggeration. Her leadership helped the brand expand across continents while maintaining its accessible ethos.

nicola kilner Leadership Through Crisis

As much as DECIEM’s growth brought success, it also came with internal challenges. In 2018, the company experienced significant instability due to issues involving co-founder Brandon Truaxe. During this period, Nicola Kilner became the stabilising figure who guided the organisation forward. Despite setbacks, she maintained her focus on the wellbeing of DECIEM’s employees, partners, and customers.

Following Truaxe’s tragic passing in 2019, Nicola stepped into full leadership, bringing calmness, empathy, and structure to a company undergoing emotional and operational turbulence. Her steady direction not only preserved the integrity of DECIEM but also accelerated its recovery, earning her global respect.

DECIEM’s Global Expansion Under nicola kilner

With Nicola at the helm, DECIEM transformed into a multi-brand, multinational beauty powerhouse. The Ordinary gained global distribution, expanded into new markets, and secured shelf space in leading retailers. Nicola’s leadership emphasised transparency, employee well-being, and product performance.

She also cultivated a strong organisational culture, promoting kindness, innovation, and ethical practices. These values became central to DECIEM’s brand identity and shaped the public’s perception of the company.

Recent Developments: Stepping Down as CEO

In late 2024, Nicola Kilner announced her decision to step down from the role of CEO. This transition was not a departure from the company but rather a shift toward broader strategic space. She remains co-founder and continues contributing to DECIEM’s long-term vision, creativity, and innovation.

Her decision reflected a healthy balance between family, career, and personal energy. By appointing Jesper Rasmussen to lead day-to-day operations, she ensured business continuity while focusing on creative strategy—a move widely praised in the industry.

nicola kilner Legacy & Industry Impact

Nicola Kilner’s legacy lies in transforming how people view skincare. She championed ingredient transparency long before it became mainstream and made effective skincare accessible to consumers across all economic backgrounds. Her leadership through crisis showcased resilience and emotional strength, while her focus on honesty and affordability reshaped global beauty standards.

Entrepreneurs, marketers, and product developers often cite DECIEM’s rise as one of the most influential case studies in modern skincare. Nicola’s emphasis on authenticity continues to inspire new brands and startups around the world.

Conclusion

Nicola Kilner’s story is a powerful blend of innovation, resilience, and thoughtful leadership. From her early days at Boots UK to co-founding DECIEM, she has demonstrated exceptional vision and emotional intelligence. Her impact on skincare culture is undeniable, and her strategic transition from CEO to co-founder reflects both maturity and long-term wisdom. As DECIEM continues to grow, Nicola Kilner remains an influential force shaping the future of global beauty.