The Ordinary Glycolic Acid 7% Exfoliating Toner

The Ordinary is a disruptive skincare brand founded in Toronto, Canada, in 2016. It gained global fame for its clinical-style packaging and transparent ingredient-focused pricing. The brand was originally created by DECIEM (The Abnormal Beauty Company), under the leadership of founder Brandon Truaxe.

Starting in 2017, the multinational beauty conglomerate Estée Lauder Companies began investing in DECIEM, eventually becoming the majority owner. In May 2024, Estée Lauder completed the full acquisition of DECIEM, making it the ultimate owner. Most products under The Ordinary brand are manufactured in Canada at their specialized facilities in Toronto, though distribution is handled globally through various regional hubs.