If you’re thinking of spending your hard-earned dollars at Deciem this Black Friday, well you’re fresh out of luck. Housing much loved brands such as The Ordinary, Deceim has decided to keep their doors and websites closed this Friday.

In line with their responsible consumption and considered-purchase messaging, the Deceim family has said “Bye-bye Black Friday. Hello KNOWVEMBER.”

Black Friday is a cultural phenomenon that has been encouraging impulse purchasing and hyper-consumption globally. By doing the unheard of, Deciem hopes to generate a long-lasting impact throughout the retail industry. 

“We can all do better, and we want to continue to raise awareness around responsible consumption.”

KNOWVEMBER (n.) A mindful month of education, research, reflection and consideration. 

While everything is 23% off for the month of November, they do encourage you to please shop slowly. 

Read more about KNOWvember here.