Deciem, the umbrella company behind cult skincare brand The Ordinary, has always trodden its own beauty path, living up to its “abnormal” tagline by keeping prices of their much raved about, scientifically-formulated products down despite incredible demand.

Now, the company is rebelling against hyper-consumerism in a bid to encourage the public to “shop slowly” and consume carefully. Specifically Black Friday – an increasingly global shopping frenzy that takes place the day after the annual American holiday of Thanksgiving, sparked by heavy price reductions which can lead to impulsive and excessive spending.

On 29 November, the date it falls this year, the Deciem website and all stand-alone stores will shut up shop for a moment of nothingness. Instead, a 23 per cent discount will be applied to all Deciem products on every other day this month globally, putting last year’s promotion, which only covered 16 products and sold out in hours, firmly in the shade.

“Hyper-consumerism poses one of the biggest threats to the planet and flash sales can often lead to rushed decisions, driven by the fear of a sell-out,” the brand explains. “We strongly believe that skincare decisions should be based on education rather than impulse and we want to give our audience the time for research, reflection and consideration.”