In a rare move, beauty brand Deciem is boycotting Black Friday this year.

In a rare move, beauty brand Deciem is boycotting Black Friday this year. The “abnormal beauty company” known for its The Ordinary skincare line, has announced that all its store locations—including online—will have a mass blackout on November 29th. The move is intended to fight against hyperconsumerism and to prevent shoppers from impulse buying their products without being informed. According to YPulse’s holiday shopping survey, the majority of young consumers support companies that close their retail locations on Black Friday. (The Cut)