The Ordinary Natural Moisturizing Factors + HA

The Ordinary is a globally recognized skincare brand founded in Toronto, Canada, in 2016 by the late Brandon Truaxe as part of the DECIEM umbrella (The Abnormal Beauty Company). Known for its clinical formulations and transparency, the brand revolutionized the beauty industry by offering high-quality active ingredients at significantly lower price points than traditional luxury competitors.

While the brand maintains a global presence, its products, including the Natural Moisturizing Factors + HA shown in the image, are primarily manufactured in Canada at DECIEM's own production facilities. This vertical integration allows the brand to maintain strict quality control and cost efficiency.

In terms of ownership, the brand's trajectory shifted significantly in 2017 when The Estée Lauder Companies (ELC) first invested in DECIEM. ELC increased its stake to a majority share in 2021 and completed a full acquisition of DECIEM and its portfolio brands, including The Ordinary, in June 2024. As of 2026, The Ordinary remains a flagship brand within the Estée Lauder prestige skincare portfolio, benefiting from ELC's extensive global distribution network while maintaining its headquarters and creative heart in Canada.