Is The Ordinary makeup being discontinued?

With supplies of The Ordinary foundations drying up the public is asking What happened to The Ordinary foundation and concealer? But let's start with the basics.

Who are The Ordinary?

The Ordinary is a skincare brand known for offering high-quality products with a focus on transparency and affordability. It is a part of DECIEM, a larger beauty company. The Ordinary is popular for its straightforward approach to skincare, providing products with simple formulations that highlight active ingredients without unnecessary additives.

Why is The Ordinary so popular?

The Ordinary has exploded in popularity over the last decade driven by 4 basic principals of skincare:

1. Active Ingredients: The brand emphasizes the use of well-researched and effective active ingredients, such as Vitamin C, retinoids, hyaluronic acid, niacinamide, and peptides.

2. Affordability: The Ordinary is known for its budget-friendly pricing, making effective skincare accessible to a broader audience.

3. Transparency: The packaging and marketing of The Ordinary products are clear and informative, providing customers with detailed information about the ingredients and their concentrations.

4. Simplicity: The Ordinary avoids complex formulations and focuses on delivering single-ingredient or few-ingredient products, allowing users to customize their skincare routines according to their needs.

Who owns The Ordinary?

Although, Founded by the late Brandon Truaxe, The Oridinary's parent company, DECIEM, received minority investment in 2017 by Estee Lauder and followed by acquiring The Ordinary for $1.7bn in 2021.

The Ordinary Make Up Range

The Ordinary, primarily known for its skincare products, also offers a range of makeup products that maintain the brand's commitment to quality, affordability, and transparency. Their makeup line includes foundations and primers, designed to provide effective performance without unnecessary frills.

The Ordinary Makeup Products:

1. The Ordinary Colours Serum Foundation:

   • Description: A lightweight, medium-coverage foundation available in a wide range of shades.
   • Features: Offers a natural, semi-matte finish that blends seamlessly into the skin.
   • Ingredients: Includes lightweight pigments and advanced technology for a smooth application.
   • Shades: Extensive shade range to cater to various skin tones.

2. The Ordinary Colours Coverage Foundation:

   • Description: A full-coverage foundation that remains lightweight on the skin.
   • Features: Provides a natural, semi-matte finish with high pigmentation.
   • Ingredients: Formulated with non-oily pigments and advanced spreading systems for easy application.
   • Shades: Offers a broad spectrum of shades to match different skin tones.

3. The Ordinary High-Spreadability Fluid Primer:

   • Description: A lightweight primer designed to increase the spreadability and longevity of foundation and makeup.
   • Features: Acts as a surface smoother and hydrator, creating a dewy finish and helping makeup last longer.
   • Ingredients: Contains advanced technologies for a lightweight, non-greasy feel.

4. The Ordinary High-Adherence Silicone Primer:

   • Description: A mattifying primer that blurs imperfections and provides a smooth base for makeup.
   • Features: Utilizes advanced silicone polymers to ensure high adherence of makeup.
   • Ingredients: Formulated with adaptive silicones for a blurring and smoothing effect.

Is The Ordinary Make Up Good?

The Ordinary's makeup products have generally received positive reviews from both consumers and beauty experts. Here are some key points to consider when evaluating their makeup products:

Strengths:

1. Affordability: The Ordinary's makeup products, like their skincare line, are very budget-friendly, making them accessible to a wide audience without compromising on quality.

2. Performance:

   • Serum Foundation: Praised for its lightweight texture and natural finish, offering medium coverage that is buildable. It’s suitable for everyday wear and feels comfortable on the skin.
   • Coverage Foundation: Known for providing high coverage while still being lightweight. It offers a natural, semi-matte finish that doesn't feel cakey or heavy.
   • Primers: Both the High-Spreadability Fluid Primer and the High-Adherence Silicone Primer are well-regarded for their ability to create a smooth base for makeup application and enhance the longevity of makeup.

3. Shade Range: The Ordinary offers an extensive range of shades in their foundations, catering to a variety of skin tones which is a significant plus for inclusivity.

4. Ingredient Transparency: True to their brand philosophy, The Ordinary provides clear information about the ingredients and formulation of their products, allowing consumers to make informed choices.

Is The Ordinary Make Up being discontinued?

In December 2022, The Ordinary announced that it was discontinuing its make up in early 2023. The Ordinary stated that the make up range wasn't profitable due to lack of sales. The full announcement via social media was as follows:

'Despite many people loving the formulas, we didn’t manage to reach enough of you with our Colours range and the products have not been profitable since their launch. Although we really strongly believe in both products, their popularity simply was not strong enough to make their production sustainable.'

Where can I buy The Ordinary make up?

With The Ordinary now removing their make up range from their own website, stocks of products are now running very short. There are a few places that are still offering The Ordinary make up:

1. liquidation.store: liquidation.store, the online retailer specialising in excess and liquidation stock, has some of The Ordinary Foundations in stock however, stocks are running low.
2. Amazon.co.uk: There has been some of The Ordinary foundation shades appearing on amazon.co.uk. This has been sporadic and they sell out quickly.
3. Ebay: Ebay has seen some private sellers selling The Ordinary foundations on Ebay. With the nature of the sellers on Ebay, you do have to be wary of counterfeits.
4. Online Retailers: there are still some online retailers such as ASOS, Sephora and Next selling The Ordinary make up ranges. However, at the time of writing, there were only the more unpopular darker shades left.