Reviews Analysed
21
We Collect & Analyse Reviews
DECIEM
Experiences & Reviews
DECIEM, also known as The Abnormal Beauty Company, is a skincare and cosmetics group best known for ingredient-led, science-focused brands such as The Ordinary and NIOD. The company sells directly through its own websites and physical stores as well as via third-party retailers, emphasising transparency about ingredients and accessible price points. DECIEM’s brands frequently appear in discussions about affordable actives, recyclable packaging and minimalist product labelling. For consumers researching reviews, focus on product formulations, shipping policies and customer-service options when comparing purchase channels.
Overview & Key Metrics
Positive Sentiment
33%
Latest Review
15d
Overall Rating
2.2
Our Analysis
🎯
Service quality
Most reviewers report poor or unreachable customer support: delayed replies, unhelpful or rude staff, and unresolved order problems; a minority note helpful in-store or phone assistance.
Share
Weak
21%
💰
Value for money
Reviewers commonly describe products as affordable and effective for the price, though a few raise issues about promotions or missing gift-with-purchase offers.
Share
Strong
6%
⚡
User experience
Many customers report delivery and ordering issues: long transit times, damaged parcels, mis-deliveries and difficulty cancelling or modifying orders; some report smooth experiences.
Share
Weak
19%
🔧
Product quality
Products are frequently praised for effectiveness and recyclable packaging, but a notable minority report damaged items, half-full bottles or products arriving in poor condition.
Share
Mixed
12%
📞
Communication
Numerous reviews describe non-functioning contact forms, no-reply emails and slow responses; a small number report apologetic follow-ups and compensation offers.
Share
Weak
17%
⭐
Overall experience
Several loyal customers report consistently good product experiences; however many reviewers report negative overall experiences due to delivery and support failures.
Share
Weak
25%
Our Independent Methodology
How we analyse customer reviews without bias
Data Collection
We analyse public reviews from verified platforms like Google, Trustpilot, and Facebook.
AI Analysis
Our AI detects patterns in genuine customer experiences without modifying content.
100% Independent
Zero company influence. No payments, no bias — just real customer voices.
Always Current
Updated regularly with the latest reviews and customer feedback.
Featured Customer Experiences
Representative examples from 21 verified reviews (May 2022 – September 2025).
Impressive Product Range Coupled with Knowledgeable Staff
"I recently had the opportunity to try out DECIEM's products, and I must say, I am extremely impressed. From their science-backed skincare formulations to their vast collection of vegan and cruelty-free beauty products, it is clear that they are truly The Abnormal Beauty Company. What stood out most during my customer experience was the level of knowledge exhibited by the DECIEM team. They were able to answer all of my questions in great detail while also recommending specific products tailored to my individual needs. It was evident that they were committed to ensuring their customers were well-informed before making any purchases. In addition, the quality of the products themselves was exceptional. Not only did they live up to their promises but also exceeded them, leaving me with noticeably brighter and healthier-looking skin after just a few uses. Overall, if you're searching for innovative beauty products that are both effective and ethically conscious, look no further than DECIEM. Their knowledgeable staff and high-quality offerings make this company truly unique in today's market."
Dallas Ferry
Collected.reviews
May 29, 2022
Featured for: Positive staff and product review
I have been using Deciem products for…
"I have been using Deciem products for years. Unfortunately this time I placed an order and never received it. Their courier service claims it was deli..."
Lauren
Trustpilot
Sep 30, 2025
Featured for: Lost order, rude phone support
I am really shocked with all these…
"I am really shocked with all these negative reviews! I have made several orders in the past year or two and everything was always great. From the orde..."
Barbara H.
Trustpilot
Sep 30, 2025
Featured for: Loyal customer, consistently positive orders
Writing a new review as TP has lost my…
"Writing a new review as TP has lost my receipt. Update: After 19 days, received a very kind, apologetic email, offering to rectify everything. Even a..."
Joemma
Trustpilot
Sep 30, 2025
Featured for: Delay then apologetic resolution
All Customer Reviews
Filtered, experience-based customer reviews from public sources; vague and duplicate submissions removed.
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Showing all 21 reviews
All Customer Reviews
Sources: Trustpilot (20) · Collected.reviews (1) · Quotes shortened · As of: September 2025
J
Justin B
trustpilot.com
Sep 30, 2025
LONG process and delivery time
The products are great and reasonably priced with decent results compared to more expensive cosmetic brands, but the customer support and order proces...
S
Sara Dempsey
trustpilot.com
Sep 30, 2025
Non existent customer service
Non existent customer service. Have been trying to get hold of them for 2 weeks as the product I ordered...
G
Gg
trustpilot.com
Sep 30, 2025
Non- existent customer service.
As other reviewers have stated, it is impossible to get in touch with customer service at the company. Extremely disappointed after order expensive pr...
M
Mrs M Shuttleworth
trustpilot.com
Sep 30, 2025
Trying to contact this company as my…
Trying to contact this company as my delivery was returned to them by the courier company as damaged before I received it. The contact form won’t acce...
L
Lauren
trustpilot.com
Sep 30, 2025
I have been using Deciem products for…
I have been using Deciem products for years. Unfortunately this time I placed an order and never received it. Their courier service claims it was deli...
M
Mala Siregar
trustpilot.com
Sep 30, 2025
Customer happiness that made customers not willing buy anymore
So dispointed on how they make system on online delivery. I kind of regret ordering the ordinary. They wasn’t priority customer but only profit. its n...
C
Clare
trustpilot.com
Sep 30, 2025
The stars given are only for the…
The stars given are only for the products. Zero service. Staff ignored me as was busy talking about the night out they had. Real bad experience....
B
Barbara H.
trustpilot.com
Sep 30, 2025
I am really shocked with all these…
I am really shocked with all these negative reviews! I have made several orders in the past year or two and everything was always great. From the orde...
J
Joemma
trustpilot.com
Sep 30, 2025
Writing a new review as TP has lost my…
Writing a new review as TP has lost my receipt. Update: After 19 days, received a very kind, apologetic email, offering to rectify everything. Even a...
C
Catherine Spinks
trustpilot.com
Sep 30, 2025
Do not trust
Terrible customer service, they don't ship the items th...
C
Customer
trustpilot.com
Sep 30, 2025
Fab Products / Weak Delivery
The products, I brought: The Ordinary Natural Moisturizing Factors + PhytoCeramides - - 100ml and The Ordinary Glycolipid Cream Cleanser - - 150ml are...
B
Brenda Bradford
trustpilot.com
Sep 30, 2025
I wish I could give it a zero
I wish I could give it a zero. I've been a big fan of their products for years, but their customer service is non-existent. They say the problem is wi...
S
Shauna
trustpilot.com
Sep 30, 2025
Inconvience and poor customer service
I had placed an order and immediately afterwards (within minutes), realized there was 1 product that I did not require. As it was outside of their bus...
K
Karine Vu
trustpilot.com
Sep 30, 2025
One of my most trusted Skincare company
One of my most trusted Skincare and Cosmetics brand. Obviously not everything I use on my face comes from this brand, but here are several reasons for...
M
MC
trustpilot.com
Sep 30, 2025
The abnormally incompetent company
I have used The ordinary for a long time. Unfortunately, when I tried to place an order during Black Friday, the product I wanted was in back order. A...
S
Sue
trustpilot.com
Sep 30, 2025
Deciem would not provide gift with purchase and poor service
Deciem is the parent company for The Ordinary. I bought items from The Ordinary on 22 November 24 in the morning and then they put out a promo that th...
N
Nuala Hughes
trustpilot.com
Sep 30, 2025
A £15 lesson in checking reviews first
I wish I'd looked at the reviews first. I placed an order for almost £35. After several days I had received no delivery info. Decided to investigate,v...
T
Tina
trustpilot.com
Sep 30, 2025
Happy and shocked
I’ve been a loyal customer of The Ordinary for over five years and have always had a great experience with their products and service. Whether orderin...
t
tristan garcia
trustpilot.com
Sep 30, 2025
very easy to order
very easy to order, the prices in total were the same as...
M
Mark
trustpilot.com
Sep 30, 2025
The Ordinary products delivery
The Ordinary products, great, but delivery method less than desirable! Received my order this afternoon, package completely destroyed and very warm af...
Conclusion
Across these reviews, DECIEM’s products frequently receive praise for efficacy, ingredient transparency and accessible pricing. However, a substantial portion of reviewers report recurring issues with shipping, damaged or missing parcels, and limited or slow customer support. Some individual cases were resolved with apologies or vouchers, showing occasional successful follow-up. If you prioritise reliable delivery and responsive after-sales service, consider purchasing via established third-party retailers or buying in-store where available; if product formulation and value are your main criteria, reviewers often recommend DECIEM’s brands.