DECIEM | The Abnormal Beauty Company

Cosmetics & Fragrance • United Kingdomdeciem.com

Review data last updated August 10, 2026.

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Based on public reviews and response behavior.

Overall Score

28/100

2.24 ★ average rating · 600 reviews

Competitive Performance Rank

Among fully-analyzed Cosmetics & Fragrance companies

#190of 191

Top 99% · Bottom Tier

#1 (best)#191 (worst)

#187Peer

#188Peer

#189Peer

#190This company

#191Peer

Overall Customer Sentiment

Below Average

34% of reviews positive, 64% negative

34%

positive

Positive34%
Neutral2%
Negative64%

Sentiment Balance

Covering April 2024 — 5 reviews, not the company's full review history.

Positive sentiment

Neutral sentiment

Negative sentiment

—

positive

Positive—
Neutral—
Negative—

Takeaway: Positive sentiment accounts for 0% of reviews in this period, with 100% negative and 0% neutral.

Sentiment Trend Over Time

Reviews (Count)

Showing 589 reviews across the months with enough data to chart reliably (min 3/month), most recent: April 2024.

Sentiment has been declining over the period shown.

Theme Distribution

Share of theme mentions

Delivery Shipping

23.0%

Communication

14.8%

Customer Support

13.7%

Loyalty

11.4%

Response Speed

9.3%

Most feedback concerns Delivery Shipping.

The most common complaint theme is Delivery Shipping, making up 23.0% of all theme mentions.

Churn Signal Score

Rule-based: negative-review share, churn-intent phrases, and sentiment movement over time.

HIGH75/100

75/100

signal score

•Built from a negative-review share of 55.3% across this company's analyzed reviews.
•26 reviews contain phrases that signal intent to leave, such as cancelling or switching provider.
•The share of negative reviews has held steady over time, so the trend doesn't move the score.

Reviewer Breakdown

Star split and recent-versus-earlier sentiment.

2.2avg rating

5★

22.0%

4★

5.5%

3★

6.0%

2★

7.2%

1★

59.3%

Based on 600 analyzed reviews. Sentiment is holding steady: 14.3% of reviews in the last three months were positive, compared with 16.7% in the three months before that.

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