Why is The Ordinary so popular?
The Ordinary has revolutionised the beauty and skincare industry ever since the brand launched in 2016. The Ordinary's popularity has gone Worldwide, driven by it's popularity with celebrities users and it's explosion on social media.
But given the titan brands within the beauty and skincare industry, how did The Ordinary successfully compete against their gigantic market budgets and brand recognition?
Let's start from the beginning....
Where did The Ordinary come from?
The Ordinary was actually launched from parent brand DECIEM (the abnormal beauty company) in 2016. The parent brand, DECIEM, was actually launched in 2012 by Iranian-Canadian Brandon Truaxe, who tragically died in 2019. The Ordinary brand, with it's sleek, easily recognisable minimalist brand, quickly became jewel in the crown for DECIEM based on simple transparent ingredients.
What is product from the The Ordinary is the best?
The Ordinary originally launched with a line of 27 products, after jumping through the regulatory hoops in their home market, Canada. The initial products ranged from hyaluronic acid to vitamin C moisturisers and the popular The Ordinary Foundations. Now, the range contains 100s of products built including skincare, make up and hair.
The most popular products in the range are:
1. Serum Foundation
The Ordinary Serum Foundation range comes in an array of shades from 1.0 for very fair skin to 4.1 for very deep skin tones. Within the range, there's tints of yellow, gold, red and pink to suit all tastes. The beauty of The Ordinary serum foundation is that it is affordable, premium beauty and for this reason the range is often sold out. However, recently, The Ordinary has announced that they have discontinued their foundations leading to panic buying by many customers.
2. Hyaluronic Acid
One of the original products from The Ordinary 2016 launch was Hyaluronic Acid. This water-based, hydrating serum targeting dryness whilst smooths and plumps skin for a youthful glow. Still as popular today as it was at the launch and used by celebrities and make up artists the World over.
Available at theordinary.com for £8.85 for 60ml
3. 100% Niacinamide Powder
Part of many celebrity regimes, Niacinamide Powder, commonly known as Vitamin B3, targets skin irregularities and dullness by reducing oils and promoting a textured matt skin effect.
4. The Ordinary Peeling Solution
The Ordinary Peeling Solution, containing beta-hydroxy acids (BHA) and alpha-hydroxy acids (AHA) helps to exfoliate skin to leave you with a more radiant, even appearance. This peel-at-home product refreshes skin and clears pores of dirt and toxins.
available at theordinary.com for £4.85 (RRP £6.30)
How popular is The Ordinary?
The Ordinary now sells to most international markets and driven by celebrity endorsements, including Kim Kardashian whose favourite is the Retinoid Serum, reportedly did $300m of revenue in 2019. The e-commerce explosion through COVID-19 will have made The Ordinary more accessible to many more. With over 1.5 million instagram followers, the popularity of the brand continues to grow. Estee Lauder have also invested in DECIEM giving them foundations to grow even further.
Events like Black Friday will enable the brand to grow their followership further.