The Ordinary Retinol 0.5% in Squalane

The Ordinary is a disruptive beauty brand known for its clinical formulations and transparent pricing. It was founded in 2016 by Brandon Truaxe under the parent company DECIEM. The brand gained rapid global popularity by focusing on single active ingredients rather than complex marketing terminology.

While originally founded in Toronto, Canada, the brand's production primarily takes place in Canadian facilities. Following a series of investments and corporate transitions, the brand was fully acquired by The Estée Lauder Companies Inc. in 2024. Today, The Ordinary continues to lead the 'skintelligent' movement, providing accessible skincare solutions under the umbrella of one of the world's largest beauty conglomerates.