Why can't I buy The Ordinary foundation?
The Ordinary has quickly become on Worldwide sensation since its launch, in 2017. Based on their simple principals of accessible and affordable, quality skincare, they've captured the imagination of consumers around the World. The Ordinary was at the centre of the revolution within skincare which saw the inclusion of serums and acids as part of daily skincare routines.
Founded by skincare revolutionary Brandon Truaxe, who tragically died in 2019, it's sleek minimalistic design coupled with it's innovative products and all at an affordable price, allowed The Ordinary to grow into a global success story.
The Ordinary Foundation
On the back of the success in skincare, The Ordinary saw an opportunity to design a cosmetics range that combined the benefits of their skincare range. This led to the launch of The Ordinary Serum and Coverage foundation ranges in 2017. It was reported at the time that The Ordinary foundations has a pre-sale waitlist of over 25,000. The launch didn't disappoint. To date, The Ordinary's foundation range has sold over 3.2 million units to over 80 countries capturing the hearts of fans on every continent.
So with all this success, why can't I buy The Ordinary foundations?
There has been a recent struggle to find The Ordinary foundations and prices have been seen to rocket on online marketplaces.
What has happened to The Ordinary foundations?
As part of a cost cutting exercise, The Ordinary have recently decided to rationalise it's product ranges to focus on profitable lines and cut loss making ranges. Despite the popularity, The Ordinary foundations were profitable and, as such, at the end of 2022, The Ordinary announced that they would be stopping the ranges.
Was The Ordinary foundation discontinued?
Yes. The Ordinary announced that in 2023, that they would discontinue their serum and coverage foundation ranges.
In an announcement across their social media channels, the Ordinary release the following statement:
'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.'
This announcement was met with a raft of disappointing comments from customers and led to many of the most popular shades within The Ordinary's foundation ranges selling out at many stockists including The Ordinary's website.
When is The Ordinary foundation being discontinued?
Following the announcement that The Ordinary's foundation ranges were to be discontinued, production is to be halted in early 2023 and it is expected to be taken off the market in Spring 2023. Since the announcement, supplies have been very difficult to find due to loyal fans buying The Ordinary foundation in bulk. This constrained supply is expected to only get worse as production stops and product sells out.
How do I choose Ordinary Foundation?
With over 30 products available, choosing the right The Ordinary foundation for you can be challenging. With different shades, undertones and different ranges, we've put together a comprehensive The Ordinary foundation shade guide to help you choose the right shade for you.
The Ordinary foundation shade guide gives you a detailed breakdown of the ranges and shades, helping you to choose the right shade for your unique skin.
Where can I buy The Ordinary Foundation?
Marketplaces are always a common place to find supply of discontinued products. Amazon has sellers selling the £6.40 RRP products for over £10 but Ebay is much more competitive with packs of 3 from £14.99.
liquidation.store, the home of flash sales, has some fresh The Ordinary foundation stock in which is priced competitively. With limited stock available, this won't last long.
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