The Ordinary is popular among Gen Z through platforms like Instagram and TikTok. The brand has achieved success in a short amount of time counting more and more fans globally every year.

The Ordinary is currently the most sought-after skincare brand worldwide topping the list of well-known brands like Dove, Bioderma, and CeraVe.

The brand differentiates itself from other skincare brands by focusing on authenticity and transparency. By removing intermediaries, The Ordinary provides effective skincare products at affordable prices.

In this guide, we’ll detail everything you need to know about this successful skincare brand and what entrepreneurs can learn from it.

Plus, find out how we can help YOU build your own brand and become a millionaire by 2028 – Absolutely free!

What is The Ordinary?

The Ordinary is a skincare brand recognized for its high-quality products. The brand uses simple, effective, and scientifically proven ingredients. It offers skincare products such as serums, toners, moisturizers, and treatments for various skin problems such as fine lines, redness, dryness, and aging.

Who founded it?

The Ordinary was founded by Brandon Truaxe, an Iranian-Canadian computer scientist and cosmetics entrepreneur. 

What is The Ordinary’s origin story?

The Ordinary’s origin story lies in its emphasis on ingredient transparency. The brand aimed to demystify skincare by clearly listing their product labels. This departure from the traditional practice of proprietary blends and complex formulations appealed to consumers seeking simplicity and clarity in their skincare routine.

The Ordinary’s products are known for their minimalist packaging, focusing on functionality rather than elaborate designs. This further reflects the brand’s commitment to providing low-cost skincare options by prioritizing cost-effective packaging.

Despite some internal challenges and Brandon Truaxe’s death in 2019, The Ordinary continued to grow and expand its product range. Today, The Ordinary is an influential skincare brand that has transformed the industry by making quality skincare accessible to a wider consumer.

How was this brand funded?

The Ordinary and its parent company DECIEM were funded through private investments. Initially, The brand received funding from family and friends, angel investors, and venture capital firms.

In June 2017, Estée Lauder invested $1 billion with a 29% stake and later increased it to 76% in June 2021.

What made The Ordinary grow?

Here are several factors that contributed to The Ordinary’s growth and success:

  • Affordable Pricing: The Ordinary disrupted the skincare industry by providing high-quality ingredients at reasonable prices. This approach appealed to consumers who sought effective skincare solutions without paying high prices.
  • Ingredient Transparency:  The brand emphasized ingredient transparency by listing concentrations on product labels. This transparency resonated with consumers who wanted to know what they put on their skin.
  • Simplicity and Focus: The brand’s focus on simplicity and minimalism in both packaging and formulations stands out in the industry. The Ordinary’s simple skincare approach resonated with consumers who wanted easy skincare solutions.
  • Social Media and Word-of-Mouth: Positive reviews and testimonials from influencers, beauty bloggers, and skincare enthusiasts helped spread the brand’s popularity and generate word-of-mouth recommendations.
  • Product Effectiveness: The Ordinary product efficacy contributed to customer satisfaction and loyalty, driving repeat purchases.
  • Brand Philosophy: The brand’s philosophy of making quality skincare accessible to all helps it connect with a wide range of customers.
  • International Expansion: The brand expanded its distribution channels and established partnerships with retailers globally, making its products accessible to a larger audience.

What is its valuation?

The Ordinary valuation is $2.2 billion.

What lessons can entrepreneurs learn from The Ordinary’s success?

By offering affordable, transparent, and effective products, The Ordinary disrupted the skincare industry. Entrepreneurs can look for opportunities to challenge established norms and offer innovative solutions to distinguish themselves from competitors.

Entrepreneurs should prioritize transparency in their products, operations, and communication to build trust and establish strong relationships with customers.

Entrepreneurs should consider pricing their products or services at competitive prices and attracting a broader customer base.

The Ordinary’s growth was fueled by positive word-of-mouth on social media platforms. Entrepreneurs should leverage social media and consider working with influencers to create a wider audience.

The brand’s focus on skincare contributed to its success and growth. Entrepreneurs must provide quality products and invest in research and development to ensure their offerings deliver on their promises.

FAQ

How do The Ordinary’s products compare to other skincare brands?

Unlike other skincare brands that utilize proprietary blends, The Ordinary lists their ingredients and their concentrations on product description. This transparency empowers consumers to make informed decisions about skincare products.

What is The Ordinary’s price range?

The Ordinary price range is between $5 to $20. However, prices have increased with an average rise of $1.12 across the main product categories, in response to the ongoing global cost of living crisis.

Is The Ordinary available on Amazon?

Yes, you can purchase The Ordinary skincare products, such as the Hyaluronic Acid 2% + B5 and Niacinamide 10% + Zinc 1% bundle on Amazon. Some products offer free delivery on specific dates, while others require a minimum purchase of $25 on Amazon items to receive free delivery.

Does The Ordinary have any subscription services?

No, The Ordinary doesn’t have any subscription service. However, customers can sign up for email notifications for updates on restocks and new product launches.

Takeaway

The Ordinary is a skincare brand recognized for its affordable and high-quality products. The brand uses simple, effective, and scientifically proven ingredients that deliver results. The brand offers skincare products such as serums, toners, moisturizers, and treatments for various skin problems including fine lines, redness, dryness, and aging.

Unlike other skincare brands that use proprietary blends, The Ordinary lists their ingredients and their concentrations on the product description

The brand was founded by Brandon Truaxe, an Iranian-Canadian computer scientist and cosmetics entrepreneur.

Entrepreneurs can learn from the principles and strategies that The Ordinary had employed to become a successful skincare brand. 

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