Niod, Paula’s Choice, État Pur… know how to speak to the very exclusive club of “skincare fanatics” who haunt the web in search of the perfect beauty treatment. These expert brands, where active ingredients are always in the spotlight, without any bias towards naturalness, do not obey the laws of marketing or glamour, but those of the latest scientific research. Difficult to access and sometimes complex to understand, they do not hesitate to use technical terms.
Niod, original and innovative “niche” skincare!
Just as there is a niche perfumery, there are niche skincare products. Niod is undoubtedly one of them. The latest addition to the Canadian Deciem group (which also owns The Ordinary) defines itself as “skincare for the hyper-educated”.
“In the beauty business, perception is more powerful than reality, which is why brands, especially functional beauty brands, focus on what they say rather than what they do. The science of skincare has come a long way. There are truly advanced technologies today that are complex to use and even more difficult to explain. Our humility and persistence have allowed us to create Niod with a single genetic commitment: to be at the forefront of science without paying attention to brands, trends, critics and words. This commitment means we will always have a very small audience that appreciates a true commitment to genuine quality and innovation, an audience that is not inspired by marketing or pricing strategies, but by truth and accountability,” says Brandon Truaxe, founder of Niod.
Recently available at Galeries Lafayette Champs-Elysées, La Samaritaine and of course online, the brand offers 24 original skincare products such as Low Viscocity Cleansing Ester (240 ml, €38), …
