The Ordinary was launched in 2016 by DECIEM, a Canadian beauty company founded in 2013 by Brandon Truaxe. Truaxe believed that the skincare industry had become overly dependent on expensive branding, confusing marketing language, and inflated pricing.

Instead of emphasizing luxury packaging or celebrity endorsements, The Ordinary focused on:

• Active ingredients supported by scientific research

• Transparent product naming

• Simple packaging

• Affordable pricing

• Evidence-based formulations

This approach quickly gained worldwide popularity, especially among skincare enthusiasts and dermatology communities. [2]

The Ordinary’s mission is often described as “bringing integrity to skincare.”

The company believes skincare should be:

• Honest

• Transparent

• Science-based

• Functional

• Affordable

• Accessible

Unlike many cosmetic brands that market products with proprietary names or vague claims, The Ordinary labels products by their primary active ingredients and concentrations.

Examples include:

• Niacinamide 10% + Zinc 1%

• Hyaluronic Acid 2% + B5

• Glycolic Acid 7% Exfoliating Toner

• Salicylic Acid 2% Solution

This ingredient-first approach allows consumers to understand exactly what they are applying to their skin. [3]

The Ordinary offers products for nearly every step of a skincare routine.

Cleansers

Designed to remove dirt, oil, sunscreen, and makeup while maintaining the skin barrier.

Examples:

• Squalane Cleanser

• Glucoside Foaming Cleanser

Hydration

Products that increase moisture and strengthen the skin barrier.

Examples:

• Hyaluronic Acid 2% + B5

• Marine Hyaluronics

• Amino Acids + B5

Antioxidants

Help defend against environmental stressors.

Examples:

• Resveratrol 3% + Ferulic Acid 3%

• EUK 134

Brightening Products

Target uneven skin tone and hyperpigmentation.

Examples:

• Niacinamide 10% + Zinc 1%

• Alpha Arbutin 2% + HA

• Ascorbic Acid formulations

Exfoliants

Chemical exfoliants that improve texture and brightness.

Examples:

• Glycolic Acid 7% Exfoliating Toner

• Lactic Acid

• Mandelic Acid

• AHA 30% + BHA 2% Peeling Solution

Acne Treatments

Designed to reduce breakouts and excess oil.

Examples:

• Salicylic Acid 2%

• Niacinamide 10% + Zinc 1%

• Azelaic Acid Suspension

Anti-Aging

Focus on fine lines, wrinkles, and skin firmness.

Examples:

• Granactive Retinoid

• Retinal

• Retinol

• Multi-Peptide + Copper Peptides

Moisturizers

Help maintain hydration and strengthen the skin barrier.

Examples:

• Natural Moisturizing Factors + HA

• Natural Moisturizing Factors + PhytoCeramides

Sunscreens

Daily UV protection products formulated for broad-spectrum sun protection.

Hair Care

The brand has expanded into scalp and hair health.

Examples:

• Multi-Peptide Serum for Hair Density

Body Care

Products designed for hydration and exfoliation of the body.

One of The Ordinary’s defining characteristics is its straightforward naming convention.

Instead of using marketing names, products are identified by:

• Active ingredient

• Concentration

• Supporting ingredients

For example:

Niacinamide 10% + Zinc 1%

This means:

• 10% niacinamide

• 1% zinc PCA

The name itself communicates the formulation rather than relying on branding.

The Ordinary emphasizes:

• Clinical research

• Cosmetic chemistry

• Ingredient transparency

• Functional formulations

• Minimal unnecessary additives

The brand generally avoids excessive fragrances, decorative packaging, and unsupported marketing claims, instead prioritizing ingredients with established evidence for their intended cosmetic uses. [4]

The Ordinary is recognizable for its:

• White labels

• Amber or frosted glass bottles

• Dropper bottles

• Minimalist typography

• Laboratory-inspired appearance

This simple design reinforces the brand’s focus on formulations rather than luxury presentation.

Some of the brand’s best-known products include:

• Niacinamide 10% + Zinc 1%

• Hyaluronic Acid 2% + B5

• Glycolic Acid 7% Exfoliating Toner

• AHA 30% + BHA 2% Peeling Solution

• Squalane Cleanser

• Natural Moisturizing Factors + HA

• Multi-Peptide + Copper Peptides

Several of these products have become bestsellers due to their combination of affordability and ingredient transparency. [5]

The Ordinary reduced costs by:

• Minimal packaging

• Limited advertising

• Direct ingredient communication

• Selling primarily through its own website and authorized retailers

This allowed the company to offer many products at prices significantly lower than comparable skincare brands.

According to the brand, The Ordinary products are:

• Vegan

• Cruelty-free

• Not tested on animals

The company also emphasizes ingredient transparency and responsible formulation practices. [6]

The Ordinary has had a significant influence on the skincare industry by:

• Popularizing ingredient-focused skincare

• Encouraging transparency in cosmetic formulations

• Making active ingredients more widely accessible

• Inspiring other brands to adopt similar labeling and pricing strategies

Its success has contributed to a broader consumer interest in understanding skincare ingredients and evidence-based routines.

DECIEM is a Canadian beauty company founded in 2013 by Brandon Truaxe. It develops multiple beauty brands, with The Ordinary becoming its most internationally recognized line. DECIEM has been described as a disruptive force in the beauty industry due to its emphasis on transparency, functional formulations, and accessible pricing. [7]

• Founded in Canada in 2016

• Parent company: DECIEM

• Ingredient-first branding

• Transparent product labeling

• Affordable pricing

• Science-based formulations

• Minimalist packaging

• Vegan and cruelty-free

• Global distribution

• Wide range of skincare, haircare, and body care products

1. Vegan, Sustainable Skincare | The Ordinary

2. About Us | The Ordinary

3. About Us | The Ordinary

4. About Us | The Ordinary

5. DECIEM – About Us | The Ordinary

6. About Us | The Ordinary

7. DECIEM – About Us | The Ordinary