Add some science to your skincare regime at a fraction of the cost.
Launched in October last year, The Ordinary is quietly disrupting the beauty industry. Contrary to its name, this skin care line is anything but ordinary.
The Ordinary is made up of a whole host of scientific sounding serums, each filled with buzzed beauty ingredients and technologies. The sort of ingredients and technologies that are typically marketed and sold as top of the line.
Think advanced retinoid for anti-aging, hyped vitamin c for radiance and brightness, and lactic acid to reduce acne and breakouts. The Ordinary range offers up a smorgasbord of advanced skincare science.
However, despite its many coveted ingredients, everything in The Ordinary range is under AU$25.
The product collection is a part of the Deciem stable, a Canadian beauty business co-founded by Brandon Truaxe and Nicola Kilner. Where most beauty brands promise to be the fountain of youth and boast new and advanced technology with hefty price tags – The Ordinary was created to just tell it how it is.
“We launched The Ordinary to bring transparency to the skincare industry,” Nicola told Lifestyle. “It is very frustrating seeing other brands launching old ingredients at very high prices."
Nicola explains that The Ordinary's ingredients “are effective and well-studied but a formulation containing them simply doesn't cost so much to make."
Since its launch, the line has become a steady favourite for beauty devotees. The Ordinary foundation (AU$12.90) was unveiled in mid-April in the States and Canada with a waiting list some 2,500 names long.
Among its most popular products is the Advanced Retinoid 2% for just AU$17.90.
“Retinoids are the next generation of Retinol and will give you the same visible results when it comes to fighting skin ageing but without the irritation associated with traditional Retinol products,” explains Nicola.
Most products containing the youthful elixir will be triple the price of The Ordinary's version, with half the retinoid content.
There’s also ‘Buffet’, the most expensive product in the line at AU$24.90. “When it comes to targeting anti-ageing or general restoration it's all about ingredients,” Nicola says. “We recommend customers always start with Buffet, which is a multi-technology peptide serum that combines a comprehensive array of studied technologies to target multiple signs of ageing at once.”
As for how to use The Ordinary, the line doesn’t really follow the standard cleanse, tone, moisturise routine. Most of the products are serums that you can apply after cleansing morning and night – but each of the formulas has been designed to be experimented with or layered, depending on your own individual skin concerns.
The much anticipated foundation (there are light weight and full coverage formulas) is set to "be available by the end of the year in Australia" Nicole confirms.
Deciem has also just announced the release of two new vitamin c serums in The Ordinary range, with the idea of having a solution to suit everyone.