- Founded In: 2016
- Founder: Brandon Truaxe
- Headquarters: Toronto, Canada
- Brand Philosophy: "At The Ordinary, our mission is to democratize skincare. We want to formulate quality and efficacious products, with integrity."
- Senior Global Art & Design Manager: Jane Espiritu
- Known For: The Ordinary is renowned for its straightforward, science-based skincare products that emphasize active ingredients without unnecessary additives. Their Niacinamide 10% + Zinc 1% serum has become a bestseller, addressing blemishes and balancing sebum activity. In 2025, the brand reintroduced its popular Serum Foundation in 36 shades, following significant consumer demand after its previous discontinuation.
Established in 2016 under the umbrella of DECIEM, The Ordinary has rapidly distinguished itself in the skincare industry by offering transparent, science-backed formulations at accessible price points. The brand’s commitment to demystifying skincare ingredients has resonated with consumers seeking efficacy without extravagant marketing. This approach has led to significant milestones, including a valuation of $2.2 billion following Estée Lauder Companies’ acquisition of a 76% stake in DECIEM in 2021.
Throughout its evolution, The Ordinary has engaged in strategic collaborations to broaden its reach. Notably, in 2018, the brand partnered with fashion retailer Club Monaco, setting up pop-up stores across Canada and the U.S., thereby introducing its products to a wider audience. In January 2025, The Ordinary expanded its accessibility by launching an official storefront on Amazon’s Premium Beauty platform, ensuring consumers have a reliable and convenient purchasing option.
The Ordinary’s unique position in the beauty industry stems from its dedication to integrity and simplicity. By focusing on clinical formulations with integrity, the brand has challenged traditional beauty norms, offering consumers straightforward, effective skincare solutions without unnecessary frills. This philosophy has not only democratized skincare but also inspired a shift towards transparency and efficacy within the industry.