The Ordinary is a skincare brand founded in 2016 as part of the DECIEM family of brands, known for offering clinical formulations at affordable price points. The brand disrupted the beauty industry by providing high-concentration, science-backed active ingredients like retinol, hyaluronic acid, niacinamide, and vitamin C in straightforward, no-frills packaging at a fraction of the cost of comparable products.

The brand's direct-to-consumer website offers its full product range, which includes over 40 products across serums, oils, moisturizers, exfoliants, and treatments. Each product is named after its key active ingredient and concentration, making it easy for consumers to understand exactly what they are purchasing. The Ordinary also provides a comprehensive regimen guide tool on its website that helps customers build personalized skincare routines based on their specific concerns.

Since its acquisition by Estee Lauder Companies in 2021, The Ordinary has continued to expand its product line while maintaining its commitment to affordable pricing. Most products retail between $5 and $15, making effective skincare accessible to a broad audience. The brand has earned a devoted following for its transparency around ingredients and its refusal to use unnecessary markup.

Skincare

The Ordinary specializes in high-concentration, science-backed skincare with over 40 targeted serums, acids, oils, and treatments at exceptionally affordable prices, typically $5-$15 per product.