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

Rather than emphasising 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 popularity worldwide, particularly among skincare enthusiasts and dermatology communities.2

The mission of The Ordinary is frequently described as “bringing integrity to skincare.”

The company maintains that skincare should be:

• Honest
• Transparent
• Science-based
• Functional
• Affordable
• Accessible

Unlike many cosmetic brands that market products using proprietary names or vague claims, The Ordinary labels its products according to 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 enables consumers to understand precisely what they are applying to their skin.3

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

Cleansers

Formulated to remove dirt, oil, sunscreen and makeup whilst maintaining the skin barrier. Examples include:

• Squalane Cleanser
• Glucoside Foaming Cleanser

Hydration

Products designed to increase moisture levels and strengthen the skin barrier. Examples include:

• Hyaluronic Acid 2% + B5
• Marine Hyaluronics
• Amino Acids + B5

Antioxidants

Formulations that help defend against environmental stressors. Examples include:

• Resveratrol 3% + Ferulic Acid 3%
• EUK 134

Brightening Products

Products targeting uneven skin tone and hyperpigmentation. Examples include:

• Niacinamide 10% + Zinc 1%
• Alpha Arbutin 2% + HA
• Ascorbic Acid formulations

Exfoliants

Chemical exfoliants intended to improve skin texture and brightness. Examples include:

• Glycolic Acid 7% Exfoliating Toner
• Lactic Acid
• Mandelic Acid
• AHA 30% + BHA 2% Peeling Solution

Acne Treatments

Products designed to reduce breakouts and excess oil. Examples include:

• Salicylic Acid 2%
• Niacinamide 10% + Zinc 1%
• Azelaic Acid Suspension

Anti-Ageing

Formulations focusing on fine lines, wrinkles and skin firmness. Examples include:

• Granactive Retinoid
• Retinal
• Retinol
• Multi-Peptide + Copper Peptides

Moisturisers

Products that help maintain hydration and strengthen the skin barrier. Examples include:

• Natural Moisturizing Factors + HA
• Natural Moisturizing Factors + PhytoCeramides

Sunscreens

Daily UV protection products formulated for broad-spectrum defence.

Hair Care

The brand has expanded into scalp and hair health. Examples include:

• Multi-Peptide Serum for Hair Density

Body Care

Products designed for the hydration and exfoliation of the body.

A defining characteristic of The Ordinary is its straightforward naming convention. Rather than using marketing-led names, products are identified by:

• Active ingredient
• Concentration
• Supporting ingredients

For example, Niacinamide 10% + Zinc 1% indicates a formulation containing 10% niacinamide and 1% zinc PCA. The name communicates the formulation directly rather than relying on branding.

The Ordinary emphasises:

• Clinical research
• Cosmetic chemistry
• Ingredient transparency
• Functional formulations
• Minimal unnecessary additives

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

The Ordinary is recognisable by its distinct visual identity, which includes:

• 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 items have become bestsellers due to their combination of affordability and ingredient transparency.5

The Ordinary reduced costs through:

• Minimal packaging
• Limited advertising
• Direct ingredient communication
• Selling primarily through its own website and authorised retailers

This strategy 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 emphasises ingredient transparency and responsible formulation practices.6

The Ordinary has exerted significant influence on the skincare industry by:

• Popularising ingredient-focused skincare
• Encouraging transparency in cosmetic formulations
• Making active ingredients more widely accessible
• Inspiring other brands to adopt similar labelling and pricing strategies

Its success has contributed to 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 recognised 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 labelling
• 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