Introducing The Ordinary: the new beauty brand breaking boundaries in the high-end skincare market
Words Joy Montgomery
It’s the skincare brand that’s creating a stir amongst Beauty Editors and shaking up the way brands approach the luxury market. High-end skincare for £5? Surely there’s a catch.
From the brains behind NIOD skincare, The Ordinary is the high-end beauty brand offering no-frills, functional skincare at high street prices. Each product in the 10-piece collection is encased in medical-looking packaging, and made using single active ingredients. You may recognise beauty buzzwords hidden within the lengthly labels: Hyaluronic Acid, L-Ascorbic Acid and Retinoid to name a few.
Prices start at a penny-pinching £4 and go up to £14.50 for Ascorbyl Tetraisopalmitate Solution 20% in Vitamin F: a derivative of Vitamin C blended with Vitamin F (AKA fatty acids) proven to brighten skin. If you’re not sure where to start, then try one of the brand’s best-selling products: Hyaluronic Acid 2% + B5 is great for hydration and Advanced Retinoid 2% will work wonders on ageing skin.
Selling 30,000 within two weeks of launching, it’s clear that The Ordinary’s minimalist approach to skincare has resonated with consumers. Is this the start of a new era of functional yet affordable skincare? We really hope so.