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DECIEM
DECIEM
Visibility65
Vibe93
Businesses/Beauty & Skincare/DECIEM
DECIEM
AI Visibility & Sentiment

DECIEM

DECIEM is a beauty company known as 'The Abnormal Beauty Company' that serves as the parent company for skincare brands including The Ordinary and NIOD. Founded on principles of transparency, innovation, and honesty, they aim to inspire a better world of beauty through community kindness and innovative technologies.

Active Monitoring
deciem.com
Beauty & Skincare
AI Visibility Score
65/100

Good

Sentiment Score
93/100
Score by Priority

How often this business is recommended to users across different types of conversations — from direct product queries to broader open-ended conversations where AI could recommend this company's products and services

core
65
adjacent
50
OverviewLandscapeInsights & ActionsContent IdeasConversationsCitationsBrand Voice

Is this your business?

AI Perception

Key Takeaways

How AI platforms collectively perceive and describe DECIEM today.

DECIEM maintains a strong presence on Gemini and ChatGPT, particularly as a leader in ingredient education and routine planning for budget-conscious users. However, the brand faces a total lack of visibility on Claude and struggles to maintain a top-tier position for high-tech aging solutions despite its dominance in basic skincare ingredients.

Working in your favor

Dominant performance on Gemini with a 100% mention rate and an average position of 1.6.

High authority in ingredient-specific comparisons, consistently ranking #1 for 'The Ordinary niacinamide vs Inkey List' across ChatGPT, Gemini, and AI Overviews.

Excellent visibility for safety-oriented content, specifically regarding usage instructions for chemical peels to prevent irritation.

Gaps to close

Total lack of visibility on Claude (0% mention rate), missing an entire segment of the AI search market.

Weak performance in the 'Advanced Skin Tech & Bio-Hacking' category, where the brand falls to #9 on ChatGPT for aging-related queries.

The 'Clinical Ingredient Purist' persona shows the lowest engagement (56%) compared to budget-conscious and influencer-led personas.

Opportunities

Improve the ranking of the NIOD sub-brand for 'high tech' and 'anti-aging' queries to move beyond the 'budget' category association.

Address the mixed sentiment across platforms by highlighting clinical results and ethical certifications to convert mentions into more positive endorsements.

Highest-Impact Actions
1

Diagnose and rectify the Claude visibility gap by optimizing technical documentation and ensuring brand data is accessible to Anthropic's training sets.

A 0% mention rate on a major LLM platform indicates a failure in brand data ingestion that competitors like Drunk Elephant are likely exploiting.

2

Reposition NIOD content to target 'Advanced Skin Tech' queries for aging skin.

DECIEM's rankings drop significantly (#6 to #9) for high-tech aging solutions, leaving a gap that higher-priced competitors currently fill.

3

Develop and distribute high-authority 'Science-Backed Ingredient' whitepapers to better capture the 'Clinical Ingredient Purist' persona.

Despite the brand's scientific vibe, it has the lowest mention rate among this specific persona, suggesting the AI perceives it as more 'commercial' than 'clinical'.

Value Proposition

Disrupting the beauty industry through radical transparency, innovative technologies, and honest communication while maintaining commitment to sustainability, social justice, and ethical practices

Overview

DECIEM is a beauty company known as 'The Abnormal Beauty Company' that serves as the parent company for skincare brands including The Ordinary and NIOD. Founded on principles of transparency, innovation, and honesty, they aim to inspire a better world of beauty through community kindness and innovative technologies.

Mission

To inspire a better world of beauty through the kindness of our community, our innovative technologies, and the honesty of our words and actions

Products & Services
The Ordinary skincare productsNIOD advanced skincareHylamide skincare lineSkincare Regimen Builder quiz toolDirect-to-consumer beauty retail
Current State

Visibility Landscape

A high-level view of how DECIEM performs across AI platforms, broken down by strategic priority level — from core brand queries to growth opportunities.

ChatGPTChatGPT
ClaudeClaude
GeminiGemini
AI OverviewsAI Overviews

Reputation1q

Brand recognition & direct queries

97
0
97
97
“What do you know about DECIEM? What do they do and what's their reputation?”
#1
No
#1
#1

Core6q

Product/service category queries

97
0
97
74
“i have oily skin and bad acne help me build a routine with the ordinary products”
#1
No
#1
No
“is the ordinary niacinamide better than the inkey list version”
#1
No
#1
#1
“build me a simple morning and night skincare routine for under 50 bucks total”
#2
No
#1
No
“how do i use the ordinary's chemical peel without burning my face”
#1
No
#1
#1
“explain how niod copper amino isolate serum works for anti-aging”
#1
No
#1
#1
“what is the best hylamide product for blurred pores”
#1
No
#1
#1

Growth Areas3q

Adjacent, aspirational & visionary

88
0
94
50
“best high tech skincare brands for aging skin that aren't just marketing hype”
#9
No
#2
No
“is deciem a sustainable and ethical company”
#1
No
#1
#1
“what's a good cheap alternative to the drunk elephant luxury oils”
#2
No
#3
No
ChatGPT
Claude
Gemini
AI Overviews

“What do you know about DECIEM? What do they do and what's their reputation?”

ChatGPT#1
ClaudeNo
Gemini#1
AI Overviews#1

“i have oily skin and bad acne help me build a routine with the ordinary products”

ChatGPT#1
ClaudeNo
Gemini#1
AI OverviewsNo

“is the ordinary niacinamide better than the inkey list version”

ChatGPT#1
ClaudeNo
Gemini#1
AI Overviews#1

“build me a simple morning and night skincare routine for under 50 bucks total”

ChatGPT#2
ClaudeNo
Gemini#1
AI OverviewsNo

“how do i use the ordinary's chemical peel without burning my face”

ChatGPT#1
ClaudeNo
Gemini#1
AI Overviews#1

“explain how niod copper amino isolate serum works for anti-aging”

ChatGPT#1
ClaudeNo
Gemini#1
AI Overviews#1

“what is the best hylamide product for blurred pores”

ChatGPT#1
ClaudeNo
Gemini#1
AI Overviews#1

“best high tech skincare brands for aging skin that aren't just marketing hype”

ChatGPT#9
ClaudeNo
Gemini#2
AI OverviewsNo

“is deciem a sustainable and ethical company”

ChatGPT#1
ClaudeNo
Gemini#1
AI Overviews#1

“what's a good cheap alternative to the drunk elephant luxury oils”

ChatGPT#2
ClaudeNo
Gemini#3
AI OverviewsNo
Competitive Landscape
1
DECIEM
59 mentions
2
The Inkey List
22 mentions
3
Nu Image Salon & Day Spa
12 mentions
4
Ulta
11 mentions
5
CeraVe
10 mentions
6
Drunk Elephant
10 mentions
7
Paula’s Choice
9 mentions
8
Sephora
8 mentions
9
UNiDAYS
8 mentions
10
Amazon
8 mentions
11
Estée Lauder
7 mentions
Analysis

Insights & Recommended Actions

What's working, what's not, and specific steps to improve DECIEM's AI visibility.

Key Findings

Strength

Dominant performance on Gemini with a 100% mention rate and an average position of 1.6.

Strength

High authority in ingredient-specific comparisons, consistently ranking #1 for 'The Ordinary niacinamide vs Inkey List' across ChatGPT, Gemini, and AI Overviews.

Strength

Excellent visibility for safety-oriented content, specifically regarding usage instructions for chemical peels to prevent irritation.

Recommended Actions

1

Diagnose and rectify the Claude visibility gap by optimizing technical documentation and ensuring brand data is accessible to Anthropic's training sets.

A 0% mention rate on a major LLM platform indicates a failure in brand data ingestion that competitors like Drunk Elephant are likely exploiting.

2

Reposition NIOD content to target 'Advanced Skin Tech' queries for aging skin.

DECIEM's rankings drop significantly (#6 to #9) for high-tech aging solutions, leaving a gap that higher-priced competitors currently fill.

3

Develop and distribute high-authority 'Science-Backed Ingredient' whitepapers to better capture the 'Clinical Ingredient Purist' persona.

Despite the brand's scientific vibe, it has the lowest mention rate among this specific persona, suggesting the AI perceives it as more 'commercial' than 'clinical'.

Content Engineering

Content Ideas

Content designed to help AI agents learn about your category and recommend your brand.

Programmatic Testing

Sample Conversations

We programmatically analyze questions that real customers are asking to AI agents and chatbots, extract brand mentions and sentiment, analyze every response, and synthesize the data into an action plan to increase AI visibility.

ChatGPTChatGPTClaudeClaudeGeminiGeminiAI OverviewsAI Overviews
Personalized Skincare Regimen Planning(3 queries)

“i have oily skin and bad acne help me build a routine with the ordinary products”

1/4 platforms mentioned

Core
Clinical Ingredient Purist · Clinical Laboratory Researcher
ChatGPTChatGPT

No brands listed

ClaudeClaude

No brands listed

GeminiGemini
1.Paula’s Choice
2.The Ordinary
3.DECIEM
4.Glucoside Foaming Cleanser
5.Niacinamide 10% + Zinc 1%

+7 more

AI OverviewsAI Overviews
1.Frieder Dermatology
2.Devoue de Nature
3.Nu Image Salon & Day Spa
4.Nu Image Salon & Day Spa
5.India Today

+3 more

“build me a simple morning and night skincare routine for under 50 bucks total”

1/4 platforms mentioned

Core
Clinical Ingredient Purist · Clinical Laboratory Researcher
ChatGPTChatGPT

No brands listed

ClaudeClaude

No brands listed

GeminiGemini
1.Glucoside Foaming Cleanser
2.Vitamin C Suspension 23% + HA Spheres 2%
3.Natural Moisturizing Factors + HA
4.Bondi Sands Fragrance-Free SPF 50
5.Glucoside Cleanser

+12 more

AI OverviewsAI Overviews
1.Frieder Dermatology
2.Devoue de Nature
3.Nu Image Salon & Day Spa
4.India Today
5.NoticeMe

+2 more

“how do i use the ordinary's chemical peel without burning my face”

3/4 platforms mentioned

Core
Clinical Ingredient Purist · Clinical Laboratory Researcher
ChatGPTChatGPT
1.The Ordinary AHA 30% + BHA 2% Peeling Solution
2.CeraVe Moisturizing Cream
3.Vanicream Moisturizing Cream
4.La Roche‑Posay Cicaplast Baume B5
5.EltaMD UV Clear

+5 more

ClaudeClaude

No brands listed

GeminiGemini
1.The Ordinary AHA 30% + BHA 2% Peeling Solution
2.The Ordinary Squalane Cleanser
3.The Ordinary "Buffet" + Copper Peptides 1%
4.La Roche-Posay Cicaplast Baume B5
5.The Inkey List Apple Cider Vinegar Acid Peel

+2 more

AI OverviewsAI Overviews
1.The Ordinary AHA BHA Peeling Solution
2.Buffet
3.The Ordinary
4.AHA 30% + BHA 2% Peeling Solution
Source Intelligence

Citations

The sources AI platforms cite when recommending this brand. Pendium reverse-engineers what's already proven to be catnip to AI agents, then engineers content that fills gaps and helps agents do their job — which means more citations for you.

deciem.com

deciem.com

Web1 ref

theordinary.com

theordinary.com

Web1 ref

Dermatologist favorites from The Ordinary | Dr. Jenny Liu - YouTube

youtube.com

Video1 ref

Best of The Ordinary | DOCTORLY Favorites

youtube.com

Video1 ref

The Ordinary Serum: Dermatologists Review Popular Skincare Products

youtube.com

Video1 ref

These are the Skincare Products NYC Dermatologists Actually Use

dermatologist-nyc.com

Web1 ref

SKIN CARE | Dermatologist review on The Ordinary - YouTube

youtube.com

Video1 ref

Is The Ordinary really a great value & good brand? : r/AusSkincare - Reddit

reddit.com

Forum1 ref

14 Best The Ordinary Products for Budget-Friendly Radiance - Allure

allure.com

Web1 ref

The 15 best The Ordinary products, tested by our beauty editor - CNN

cnn.com

Web1 ref

I've Tried (Almost) Everything From the Ordinary — Here's What's Worth It

nymag.com

Web1 ref

The Best Ordinary Products For Glowing Skin - Byrdie

byrdie.com

Web1 ref

Best and Worst of The Ordinary Part 1 - Lab Muffin Beauty Science

labmuffin.com

Web1 ref

littlewonderland.eu

littlewonderland.eu

Web1 ref

nayaglow.com

nayaglow.com

Web1 ref
Brand Identity

Brand Voice & Style

How AI perceives DECIEM's communication style and personality

DECIEM communicates with a distinctively unconventional and self-aware tone that embraces their 'abnormal' identity. Their voice is refreshingly honest and transparent, often breaking the fourth wall with playful self-deprecation ('We are really not kidding'). They balance scientific credibility with accessible, human warmth, speaking to customers as fellow humans rather than consumers. The brand maintains a strong ethical stance on social and environmental issues while keeping communication approachable and occasionally quirky.

Core Tone Traits

Radically Transparent

Openly admits limitations and uncertainties, such as acknowledging they don't have all sustainability answers yet

Playfully Unconventional

Embraces their 'abnormal' identity with self-aware humor and quirky messaging that defies beauty industry norms

Warmly Human

Addresses audience as 'fellow humans' and emphasizes family, community, and kindness in all communications

Purpose-Driven

Consistently weaves social responsibility, sustainability, and ethical commitments into brand messaging

Visual Identity

Primary

#000000

Secondary

#FFE600

Accent

#FFFFFF

Background

#FFFFFF

Foreground

#111111

Engineer content that makes AI agents recommend you

Pendium analyzes how AI platforms perceive your brand, reverse-engineers what they already cite, and continuously publishes content designed to fill gaps and earn more mentions — on autopilot, with you in the loop.

Data generated by Pendium.ai AI visibility scanning. Last scanned February 17, 2026.

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Frequently asked questions

Don't see your question? Book a demo and we'll walk you through it.

DECIEM is a beauty company known as 'The Abnormal Beauty Company' that serves as the parent company for skincare brands including The Ordinary and NIOD. Founded on principles of transparency, innovation, and honesty, they aim to inspire a better world of beauty through community kindness and innovative technologies.

Disrupting the beauty industry through radical transparency, innovative technologies, and honest communication while maintaining commitment to sustainability, social justice, and ethical practices

AI Visibility Score

DECIEM has an AI visibility score of 67/100, rated as good. This score reflects how often and how prominently DECIEM appears in responses from AI assistants like ChatGPT, Claude, and Gemini.

AI Perception Summary

DECIEM maintains a strong presence on Gemini and ChatGPT, particularly as a leader in ingredient education and routine planning for budget-conscious users. However, the brand faces a total lack of visibility on Claude and struggles to maintain a top-tier position for high-tech aging solutions despite its dominance in basic skincare ingredients.

Strengths

  • Dominant performance on Gemini with a 100% mention rate and an average position of 1.6.
  • High authority in ingredient-specific comparisons, consistently ranking #1 for 'The Ordinary niacinamide vs Inkey List' across ChatGPT, Gemini, and AI Overviews.
  • Excellent visibility for safety-oriented content, specifically regarding usage instructions for chemical peels to prevent irritation.

Visibility Gaps

  • Total lack of visibility on Claude (0% mention rate), missing an entire segment of the AI search market.
  • Weak performance in the 'Advanced Skin Tech & Bio-Hacking' category, where the brand falls to #9 on ChatGPT for aging-related queries.
  • The 'Clinical Ingredient Purist' persona shows the lowest engagement (56%) compared to budget-conscious and influencer-led personas.

Competitors in AI Recommendations

  • The Inkey List: 22 mentions
  • Nu Image Salon & Day Spa: 12 mentions
  • Ulta: 11 mentions
  • CeraVe: 10 mentions
  • Drunk Elephant: 10 mentions
  • Paula’s Choice: 9 mentions
  • Sephora: 8 mentions
  • UNiDAYS: 8 mentions
  • Amazon: 8 mentions
  • Estée Lauder: 7 mentions
  • Frieder Dermatology: 7 mentions
  • Devoue de Nature: 7 mentions
  • India Today: 7 mentions
  • NoticeMe: 7 mentions
  • littlewonderland.eu: 7 mentions

Categories: Beauty & Skincare