The Ordinary Natural Moisturizing Factors + PhytoCeramides

The Ordinary is a disruptive skincare brand that gained global fame for its clinical formulations and transparent pricing. It was founded in Toronto, Canada, by the late Brandon Truaxe as part of the DECIEM umbrella company. The brand emphasizes 'clinical formulations with integrity,' often using well-known active ingredients in minimalist packaging.

While originally an independent 'abnormal beauty company,' DECIEM attracted significant investment from the Estée Lauder Companies. After a series of minority stake increases, Estée Lauder completed its full acquisition of DECIEM in 2024, becoming the ultimate owner. Most products, including the Natural Moisturizing Factors + PhytoCeramides, continue to be manufactured primarily in Canada at their specialized facilities in Toronto.