Branding Secrets That Took 'The Ordinary' to #1 & Tragic Loss of Their Co-Founder | Nicola Kilner

In this episode of "The Room Where It Happened," host Jake explores the insights of Nicola Kilner, CEO of Decian, renowned for its iconic beauty brand, The Ordinary. Nicola shares vital lessons from her journey in the beauty industry, including an impactful piece of advice from Leonard Lauder: prioritize brand over business.

Nicola discusses unconventional business decisions, such as Decian's boycott of Black Friday to encourage mindful purchasing through 'Slowvember,' demonstrating how putting brand integrity first can lead to long-term success. She emphasizes the need for agility and the willingness to experiment, citing her own experience where multiple failed brands led to the eventual success of The Ordinary.

The conversation moves into the need for founders to find a balance between being the face of a brand and allowing it to grow organically without them at the center. Nicola stresses the importance of cultivating a supportive and diverse company culture that empowers employees, sharing how Decian's culture reflects its brand values.

Addressing personal challenges, Nicola candidly shares the difficulties faced when her co-founder Brandon Truax struggled with mental health, stressing the importance of empathy and mental well-being in business environments. She encourages new entrepreneurs to embrace the risks of starting a business while learning to adapt and prioritize product quality and consumer relationships.

Ultimately, Nicola's insights highlight that success requires hard work, good intentions, and a deep understanding of what makes a product desirable, reflecting a holistic vision of entrepreneurship.