History and Origin
The Ordinary was established in 2016 and is a part of DECIEM, a larger beauty company whose name means “ten in Latin.” Brandon Truaxe, a computer scientist, founded DECIEM in Toronto, Canada, in 2013 with the intention of disrupting the beauty industry. Truaxe, prior to founding DECIEM, had extensive experience in the skincare industry, having worked with a skincare lab where he gained insights into the production and formulation of products. He leveraged his experience and knowledge to create a unique portfolio of brands, including The Ordinary.
Truaxe identified a gap in the market where many skincare brands were overcharging customers while offering products with relatively low-cost ingredients. He aimed to create a brand that demystified the skincare industry, bringing transparency and honesty to the forefront.
What the Brand is Known For
The Ordinary is best known for its range of skincare products that focus on single-ingredient-driven treatments that deliver targeted results. The brand has captured the essence of minimalist yet effective skincare by breaking down the key ingredients that skin needs and formulating products around those ingredients.
The Ordinary has gained recognition for its transparency in formulating and pricing its products. It reveals the percentages of active ingredients in its products, allowing consumers to make informed choices about what they are applying to their skin. Moreover, it has managed to offer these products at affordable prices, making skincare accessible to a wider audience.
The Ordinary, under DECIEM, follows the motto of the parent company: “The Abnormal Beauty Company.” The brand lives up to this motto by doing things differently than the industry norm. Its approach to skincare is scientific and transparent, challenging the often opaque and expensive standards of the beauty industry.
The Ordinary primarily focuses on at-home skincare treatments. The brand offers a wide variety of products, including serums, acids, oils, and more, all of which are designed for daily use in a home skincare routine. While the brand does not offer professional, in-office treatments, some of its products, such as peeling solutions, mimic the effects of professional treatments at a fraction of the cost.
Where the Products are Sold
The Ordinary’s products are sold in many parts of the world. They are available through the brand’s own website, DECIEM’s stores in several countries, and through various other online and physical retailers. Some of the most prominent retailers include Ulta, Sephora, and Beauty Bay. The brand’s global reach has expanded rapidly due to its popularity and demand.
Main Ingredients Used in the Products
The Ordinary’s product line is built around key active ingredients that are known for their skincare benefits. Some of the most common ingredients found in their products include:
- Hyaluronic Acid: Known for its hydrating properties, it is found in several products, including the brand’s Hyaluronic Acid 2% + B5 serum.
- Retinol: A powerful anti-aging ingredient, it is featured in several concentrations in The Ordinary’s line of retinol and retinoid products.
- Vitamin C: Known for its brightening and antioxidant properties, it is offered in various forms and strengths across multiple products.
- Niacinamide: This ingredient, known for its ability to reduce the appearance of blemishes and congestion, is the star of the brand’s Niacinamide 10% + Zinc 1% serum.
- Glycolic Acid: This alpha hydroxy acid (AHA) known for its exfoliating properties is the key ingredient in The Ordinary’s Glycolic Acid 7% Toning Solution.
Cruelty-Free, Vegan, Gluten-Free, Natural or Organic
The Ordinary prides itself on being an ethical brand. All of its products are cruelty-free, meaning they are not tested on animals. The majority of The Ordinary’s products are also vegan, meaning they do not contain any animal-derived ingredients. The brand is transparent about which of its products are vegan and non-vegan, making it easy for customers to make an informed choice.
The brand also offers a range of gluten-free products. However, as with the vegan status, it is recommended to check each product individually as not all are gluten-free.
In terms of being natural or organic, The Ordinary does not position itself as a “natural” or “organic” brand. It instead focuses on using scientifically proven ingredients, which may be synthetic or naturally derived. Each product’s formulation is designed to be effective and safe, regardless of the source of its ingredients.
Brand Impact and Recognition
Since its inception, The Ordinary has become a significant player in the skincare industry. It has been featured in numerous beauty publications and has won several awards for its products. The brand’s AHA 30% + BHA 2% Peeling Solution, Niacinamide 10% + Zinc 1% serum, and “Buffet” peptide serum are among the most recognized and lauded products in its lineup.
The Ordinary’s approach has forced a reevaluation within the skincare industry, with more brands becoming transparent about their formulations and pricing. It has democratized access to skincare by proving that effective products don’t have to be prohibitively expensive.