The Ordinary Skincare

The Ordinary is a Canadian skincare brand founded in 2016 by Brandon Truaxe under the company DECIEM. It gained popularity for its transparent and science-based approach to skincare, offering high-quality products at affordable prices. In 2021, The Estée Lauder Companies increased its investment in DECIEM, valuing the company at $2.2 billion, and became the majority owner of The Ordinary. The brand is known for its minimalist packaging and straightforward product names that highlight active ingredients, empowering consumers to create personalized skincare routines. The Ordinary's commitment to transparency and affordability has resonated with consumers worldwide, making it one of the most sought-after skincare brands globally.