DECIEM (The Ordinary, NIOD)

DECIEM's own site describes itself as "a family of good people doing good things. We are home to The Ordinary and NIOD and hope to inspire a better world of beauty through the kindness of our community, our innovative technologies, and the honesty of our words and actions." The brand's calling card — radical ingredient transparency, like labeling a product "Hyaluronic Acid 2% + B5" instead of giving it a fantasy name — was built and launched out of Toronto.