Nicola Kilner, the co-founder and longtime chief executive of Deciem, which is the parent company of the skincare phenomenon The Ordinary, has announced her decision to step down at the end of the year. While she will continue to play a role as co-founder, her leadership position will be transitioned to Jesper Rassmussen, the company’s general manager, who will be promoted to global brand president.
Since its launch, The Ordinary has positioned itself as a groundbreaking player in the beauty industry, primarily known for its range of clinical skincare products priced largely under $15. The brand has consistently outperformed others within the Estée Lauder Companies (ELC) portfolio. Following ELC’s acquisition of Deciem in 2021, The Ordinary’s innovative marketing strategies and straightforward product formulations have catered particularly well to modern consumers who are increasingly inclined toward transparency and value.
The growth trajectory of The Ordinary is remarkable; it commenced as a direct-to-consumer business and has since expanded into physical retail, now boasting locations in the UK, US, and South Korea. It is also available in major retailers like Ulta Beauty and Harrods, highlighting its broad appeal beyond the e-commerce landscape.
Kilner co-founded Deciem in 2013 with Brandon Truaxe, who sadly passed away in 2019. The company, named after the Latin word for “ten,” has established over ten brands, including luxury lines like Niod and Avestan—a relatively new fragrance brand that has garnered a cult following. However, it is The Ordinary that has made the most substantial impact, launching in 2017 and quickly becoming synonymous with high-quality, affordable skincare.
Kilner’s announcement comes amid a wave of executive shifts at Estée Lauder Companies. Not only has she decided to step back, but in recent months, other top executives—including Fabrizio Freda, the CEO, and Tracey T. Travis, the CFO—have also confirmed their departures. These changes suggest a potential shift in strategy for ELC as it seeks to adapt to evolving market dynamics and consumer preferences.
The appointment of Jesper Rassmussen as Kilner’s successor raises intriguing questions regarding future directions for The Ordinary. Rassmussen’s promotion could mean a continuation of Kilner’s vision, or it could pave the way for changes that enhance the brand’s already dynamic approach to market engagement. His experience with the company makes him a logical choice to maintain the momentum built during Kilner’s tenure, but the challenge lies in fostering sustained growth while navigating shifts in consumer interests and retail landscapes.
Moreover, the strategic decisions made in the coming years will shape the overall narrative of not only The Ordinary but also Deciem’s broader suite of brands. The ability to innovate continuously—and to do so within an increasingly saturated market—will be crucial for maintaining relevance and ensuring competitive edge.
As The Ordinary prepares for this transition, stakeholders, including investors and consumers, will be watching closely. Will the brand continue to uphold its commitments to affordability and efficacy? Can Rassmussen foster the same culture of innovation that characterized Kilner’s leadership?
The beauty industry is ever-transforming, and The Ordinary’s unique position within the market makes it a case study in the importance of strategic leadership, brand integrity, and consumer connection. Whether Kilner’s next chapter will be as impactful as her previous role remains to be seen, but her legacy is undeniably woven into the fabric of a brand that has fundamentally reshaped consumer expectations in the skincare market.
As the end of the year approaches, the beauty community eagerly anticipates the next steps for Deciem and The Ordinary under new leadership. The challenge will be to continue the narrative of innovation while remaining steadfastly committed to the principles that made The Ordinary a runaway success: simplicity, clarity, and accessibility.
