DECIEM CEO Nicola Kilner reveals how intense startup culture, unconventional hiring of fresh graduates, and the deliberate rejection of traditional work-life balance rules enabled The Ordinary to become one of the world's most disruptive beauty brands. She explains why authenticity, self-awareness about weaknesses, and building a family-like workplace culture—not perks—drive real loyalty and innovation. Hiring fresh graduates straight from university eliminated industry biases, allowing DECIEM to approach beauty product development with practical innovation rather than tradition-bound thinking.