What NIOD does

NIOD (Non-Invasive Options in Dermal Science) is a Toronto-based luxury skincare brand operating as a wholly-owned subsidiary of DECIEM Beauty Group Inc. alongside sister brands The Ordinary, LOoPHA, and The Chemistry Brand. The brand develops and sells science-backed, multi-ingredient skincare formulations targeting specific dermal concerns — visible aging, urban pollution damage, dehydration, sensitivity, and uneven tone — organized around a three-step regimen architecture (01 Prepare, 02 Optimise, 03 Protect). Its core technology stack rests on proprietary, patented actives including Copper Amino Isolate peptides (CAIS3, CAIL), Superoxide Dismutase antioxidant delivery systems (SDEM3, SDSM2), multi-molecular hyaluronic complexes (MMHC2), postbiotic Lactococcus Ferment Lysate (Voicemail Masque), and non-acidic resurfacing precursors (NAAP).

NIOD generates revenue through direct product sales priced from $24 to $101 USD via its owned e-commerce platform niod.com (localized across 60+ countries spanning the Americas, Europe, Asia & Oceania, Middle East, and Africa) and through DECIEM's standalone retail stores in major cities including NYC, LA, Chicago, London, Toronto, Melbourne, and Amsterdam. Distribution is supported by a regional warehouse network (Mississauga, Newark, Port Melbourne, Nottingham, Amsterdam). The GTM motion is direct-to-consumer with no third-party retail distribution; conversion is driven by an in-store consultation model featuring complimentary sessions with formulation experts, supported by content marketing via the 'Behind the Science' educational platform and integrated creative campaigns such as the Uncommon-led 'New York Facial' launch. The brand is cruelty-free (Leaping Bunny), is progressing toward PETA vegan certification, and operates under DECIEM's carbon-neutral shipping and 2025 recyclable-packaging commitments.

The company is privately held under DECIEM, which is owned by Estée Lauder; NIOD has no public listing and no disclosed external funding rounds. Leadership comprises co-founder Nicola Kilner and a parent-level executive team including a Chief Scientific Officer (Prudvi), Chief Operating Officer (Stephen), and VP of People (Ashley). NIOD maintains 50%+ BIPOC workforce representation and pursues Progressive Aboriginal Relations certification via the Canadian Council for Aboriginal Business. Customer segments are individual skincare consumers grouped by concern (aging, urban pollution exposure, dehydration, uneven tone), with no enterprise or B2B revenue exposure.

Name

NIOD

Legal name

DECIEM Beauty Group Inc.

Website

https://niod.com

Company type

Private

Operating status

Operating

Short description

NIOD is a Toronto-based luxury skincare brand under DECIEM Beauty Group that develops science-backed, multi-ingredient formulations (copper peptides, Superoxide Dismutase, postbiotics) sold direct-to-consumer online and via owned retail stores across 60+ countries for individual consumers targeting aging, pollution damage, and dehydration concerns.

Ownership category

akta.pro rank

Product category

Premium Skincare

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Treatment Skincare (Serums, Actives, Acne & Anti-aging) (CRABAAAB)

akta.pro secondary industries

Eye & Lip Skincare (CRABAAAC), Dermocosmetics & Medical-Grade Skincare (CRABAAAF), Sensitive Skin & Barrier Repair (CRABAAAG)

Keywords

• Advanced skincare formulations
• Anti-aging skincare products
• Copper peptide serums
• Antioxidant face mists
• Direct-to-consumer beauty

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure

Revenue model

1. Direct Product Sales: NIOD generates revenue through direct-to-consumer sales of its skincare products via e-commerce (niod.com) and company-owned retail stores. Products are sold as one-time purchases at various price points ranging from $24 to $101 USD. The company also offers gift cards as an additional revenue stream.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels6 records

Core offering

NIOD develops and sells a premium line of science-backed skincare products targeting advanced skin concerns including visible aging, environmental damage, dehydration, uneven tone, and textural irregularities. The portfolio is organized into three routine steps (Prepare, Optimise, Protect) and includes copper peptide serums, multi-molecular hyaluronic hydration serums, antioxidant mists with Superoxide Dismutase, resurfacing treatments, postbiotic overnight masques, and targeted eye/neck treatments, sold directly to consumers via its e-commerce site and company-owned retail stores globally.

Product overview

NIOD (Non-Invasive Options in Dermal Science) is a luxury skincare brand and part of DECIEM Beauty Group. The brand operates as a multi-product skincare platform organized by skin routine steps: 01 Prepare (cleansers, rinse-off masques, mists), 02 Optimise (serums, treatments), and 03 Protect (moisturisers, leave-on masques, cosmetics). The product portfolio spans copper peptide serums (Copper Amino Isolate Serum 3 1:1 CAIS3, Copper Amino Isolate Lipid 1% CAIL), antioxidant mists (Superoxide Dismutase 3 Enzyme Mist SDEM3, Superoxide Dismutase Saccharide Mist SDSM2), hydration products (Multi-Molecular Hyaluronic Complex MMHC2, Hydration Vaccine HV), specialized treatments (Fractionated Eye-Contour Concentrate FECC, Neck Elasticity Catalyst NEC, Voicemail Masque VM, Non-Acid Acid Precursor 15% NAAP, Survival 0 S0), masks (Flavanone Mud FM, Myrrh Clay MC), cleansers (Hydro-Ester Cleaning System HECS, Sanskrit Saponins SS), cosmetic primers (Photography Fluid Opacity 8% PF 8%), and accessories (Pump P, Stainless Steel Spoon S). The brand is cruelty-free, vegan, and emphasizes science-backed formulations targeting concerns such as aging, hydration, environmental support, and uneven skin tone.

Differentiator

Problem solved

Functional benefit

Products and services

• Copper Amino Isolate Serum 3 1:1 (CAIS3) A collagen-boosting copper peptide serum that targets visible signs of aging while optimizing healthy-looking skin. Firms, repairs, and brightens skin. Available in 15 mL and 30 mL sizes.
• Copper Amino Isolate Lipid 1% (CAIL) An intensive, pro-repair patented copper peptide nighttime gel that regenerates skin volume and hydration. Firms, smooths, and plumps skin. Available in 15 mL.
• Fractionated Eye-Contour Concentrate (FECC) An eye serum designed to smooth, firm, and de-puff the delicate eye contour area.
• Multi-Molecular Hyaluronic Complex (MMHC2) A hydration-focused serum that uses multiple molecular weights of hyaluronic acid to hydrate, firm, and plump the skin.
• Superoxide Dismutase 3 Enzyme Mist (SDEM3) A protective antioxidant face mist designed to combat skin damage from urban pollution. Prevents visible damage, firms, and soothes skin. Available in 50 mL and 120 mL sizes.
• Neck Elasticity Catalyst (NEC) A targeted neck treatment cream designed to firm, tighten, and lift the neck and décolletage area. 100 mL.
• Hydro-Ester Cleaning System (HECS) A complete cleanse in one step that rinses away without residue or an oily feel. A face cleanser combining hydro and ester technologies.
• Hydration Vaccine (HV) A moisturizer that hydrates, smooths, and repairs the skin barrier, supporting long-term skin resilience.
• Modulating Glucosides (MG) A serum that soothes, hydrates, and repairs the skin, targeting sensitivity and redness.
• Survival 0 (S0) An antioxidant serum that protects, supports, and smooths the skin against environmental stressors.
• Flavanone Mud (FM) A face masque that cleanses, brightens, and clarifies the skin using flavanone-rich ingredients.
• Superoxide Dismutase Saccharide Mist (SDSM2) A face and body treatment mist that reinforces hydration and helps preserve skin resilience against daily environmental stressors. Combines biomimetic Superoxide Dismutase (SOD) with biotech-derived hydration reinforcement. 240 mL.
• Sanskrit Saponins (SS) A face cleanser derived from botanical saponins that cleanses, decongests, and hydrates the skin. Available in 90 mL and 180 mL.
• Non-Acid Acid Precursor 15% (NAAP) A gentle resurfacing serum that supports natural skin renewal while preserving barrier integrity and comfort. Uses non-acidic technology to smooth texture and improve clarity.
• Voicemail Masque (VM) An overnight postbiotic skin renewal treatment designed to improve radiance, refine texture, and build a more resilient complexion. Supports cellular communication and skin barrier integrity.
• Photography Fluid Opacity 8% (PF 8%) A lightweight serum-primer that gives skin a smooth, bronzed glow with a radiant finish. Uses advanced optical technologies for a more uniform appearance and balances visible redness and dull tones.
• Myrrh Clay (MC) A rinse-off masque that visibly firms the skin, borrowing technologies from Ayurveda, Unani, and traditional Chinese medicine traditions. Combines highly-purified myrrh with humic-rich peat and Multani Mitti clay.
• Pump (P) A pump dispenser available for optional use with higher-viscosity NIOD serums offered in 30ml bottle formats.
• Stainless Steel Spoon (S) A stainless steel spatula available for optional use with higher-viscosity NIOD products offered in jar formats.
• DECIEM Gift Card A digital gift card redeemable on DECIEM websites within the United States. Available in denominations of $25, $50, $75, $100, or custom amounts from $10 to $300 USD. Does not expire and has no fees.

Quantifiable outcome

• Superoxide Dismutase (SOD) is effective in neutralizing free radicals generated by pollution exposure, which can accelerate visible skin ageing by over 20%
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Five partnerships are on record, tiered notable, core and minor.

• UncommonnotableGTM or Marketing PartnerNIOD partnered with creative agency Uncommon for the 'New York Facial' marketing campaign. The campaign sent mock toxic facial products containing city pollutants to creators in London, New York, Los Angeles, and Toronto alongside the actual SDEM3 product, using irony to highlight urban pollution effects on skin.
• Canadian Council for Aboriginal Business (CCAB)coreStrategic or Co-development PartnerDECIEM submitted Phase I Certification Application for the Progressive Aboriginal Relations (PAR) Program and is working on meaningful engagements with Indigenous communities in Canada.
• Black Professionals in Tech Network (Obsidi)coreStrategic or Co-development PartnerDECIEM partnered with BPTN as part of its commitment to maintain a global workforce of at least 50% BIPOC team members and increase representation in leadership roles.
• Third-party e-waste recycling organization (Canada)minorOthersDECIEM partners with a third-party organization in Canada to donate all electronic waste, supporting skill development among youth who restore damaged hardware, with repaired items sold to economically disadvantaged communities at discounted rates.
• Darkwoods Forestry ProjectcoreOthersDECIEM purchases carbon offsets from the Darkwoods Forestry Project in Canada, a Verified Carbon Standard verified project that conserves 135,394 acres of forest in south-eastern British Columbia, providing climate, community and biodiversity benefits.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• SkinCeuticals: L'Oréal-owned dermatologist-grade skincare brand built around science-backed actives (vitamin C, antioxidants, peptides, retinols) targeting anti-aging, environmental defense, and skin barrier. Closely comparable to NIOD on science positioning, premium pricing, and target consumer (aging-conscious, ingredient-savvy shoppers).
• Drunk Elephant: Shiseido-owned premium skincare brand offering biocompatible, science-led formulations (vitamin C, retinol, peptides, acids) targeted at ingredient-conscious consumers. Directly comparable to NIOD on price tier, clean-beauty positioning, and step-based regimen structure.
• Augustinus Bader: Luxury science-driven skincare brand centered on proprietary cellular-renewal technology (TFC8) at premium price points ($100-$300+). Comparable to NIOD's high-ticket, biotech-anchored serums and education-led marketing.
• Sunday Riley: Premium science-led skincare brand using clinical-grade actives (retinoids, lactic acid, vitamin C) sold through DTC and Sephora. Comparable to NIOD on ingredient-led storytelling, premium pricing, and anti-aging focus.
• Tatcha: Unilever-owned prestige skincare brand combining Japanese botanicals with science-backed hydration and anti-aging formulations. Comparable to NIOD on premium global positioning, ritual-based regimen marketing, and skincare-meets-heritage narrative.
• Dr. Barbara Sturm: Premium celebrity-doctor skincare brand built around proprietary ingredient science (vampire facial, hyaluronic acid complexes) at $100-$300+ price points. Directly comparable to NIOD on science-anchored prestige positioning and DTC-led global distribution.

Emerging players

• Allies of Skin: Independent premium skincare brand offering science-backed multi-active serums and treatments targeting aging, environmental stress, and barrier repair. Comparable to NIOD on ingredient sophistication, premium pricing, and global DTC distribution, though smaller in scale.

Broad incumbents

• La Mer: Estée Lauder-owned ultra-luxury skincare brand anchored by proprietary Miracle Broth and prestige hydration/anti-aging claims. Comparable to NIOD on premium positioning and consumer demand for science-led prestige skincare, though with a much broader incumbent portfolio.
• Estée Lauder: Global prestige beauty conglomerate owning multiple skincare brands (Estée Lauder, La Mer, SkinCeuticals, Dr. Jart+, Clinique). Comparable to NIOD's DECIEM parent as a broad incumbent competing for the same prestige science-skincare consumer.

Others

• The Ordinary: Sister brand under DECIEM offering science-backed single-actives at $5-$15 price points. Shares NIOD's ingredient philosophy and parent infrastructure, but occupies the mass-market tier that defines NIOD's addressable premium opportunity.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/deciem
• Facebookfacebook.com/deciem
• LinkedInlinkedin.com/company/deciem
• Instagraminstagram.com/deciem
• TikToktiktok.com/@deciem
• Xx.com/niodskincare

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about NIOD