The Ordinary
The Ordinary's Brand History
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.