By now you would’ve tried at least one product from Deciem’s no-frills The Ordinary line.

While it’s no doubt its most popular export, The Ordinary isn’t all the Toronto-based firm has to offer. Turns out it actually has a sister brand that its cult-like followers have been trying to keep a secret this whole time: NIOD.

Short for Non Invasive Options in Dermatology, this lesser-known luxury line of skincare products follow the same creed as The Ordinary, where high quality ingredients and straightforward labelling take precedence over fancy packaging and convoluted marketing strategies.