The Ordinary was launched by beauty company Deciem in 2016 with the intention of creating a range of skincare products that put science and transparency at the centre of their branding.
The aim of The Ordinary is to cut the connection between quality and price point, encouraging consumers to buy products that combine quality, scientifically-backed ingredients and charge a fair price for them.
The Ordinary products are all clearly labelled, with transparent ingredients lists that enable consumers to make informed decisions when buying cosmetics. From its minimalist, white branding to its ingredients lists, everything about The Ordinary is stripped down. Each product is simply named after its key ingredient and concentration.
In 2021, The Estée Lauder Company agreed to buy a majority stake in Deciem at a $2.2 billion valuation.
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