The Ordinary Hyaluronic Acid 2% + B5

The Ordinary Hyaluronic Acid 2% + B5 is a high-profile facial hydration serum known for its clinical positioning and transparency in ingredients. The brand was originally launched in 2016 by DECIEM, a disruptive beauty company founded in Toronto, Canada. Since its inception, the brand has gained global popularity for providing potent skincare solutions at accessible price points.

Manufacturing for the brand is primarily concentrated in Canada, where DECIEM operates its own laboratory and production facilities. While distribution is global, the core production and formulation integrity remain tied to its Canadian roots.

The ownership structure of the brand transitioned significantly over recent years. Following initial investment, The Estée Lauder Companies completed its full acquisition of DECIEM in 2024. As of 2026 and moving forward, the brand remains a core component of The Estée Lauder Companies' prestige skincare portfolio, benefiting from their massive global supply chain while maintaining its distinct clinical identity.