Cosmetic skincare brand, The Ordinary, took the industry by surprise when they launched a range of effective clinical treatments that prides itself on integrity – from resisting unnecessary packaging and glorified marketing jargon to their honest ingredient list and affordable price points (most products in the range are less than £10). The Ordinary certainly disrupted the status quo. We spoke to the man behind the pioneering skincare line, Brandon Truaxe, to find out more about the brand and the active ingredients behind their bestselling products, plus we asked Brandon to share suggested skincare routines for a number of skin types so you can select the best regime for you.
What was the inspiration behind The Ordinary, and how are the products such a great price point?
The inspiration really simply was that it had to be done. We created The Ordinary because brands, big and small, continue to disguise commodity for ingenuity through creative use of packaging, communication and pricing. No one in the world of vitamins can charge $300 for a tin of vitamin A tablets because that industry comes with more transparency but you can easily find virtually the same formulations ranging from $5 to $500+ in the world of beauty.
We have applied our standard margin across all the products in The Ordinary and, in fact, our average margin in The Ordinary is higher than, say, some NIOD products. For example, very high purity Niacinamide costs under $10 per KG and so the cost of all materials in Niacinamide 10% + Zinc 1% is under $1 (£0.5). Most of the cost actually goes into compounding, testing (inbound and outbound) and retail costs/margins. We haven't cut any margin % and The Ordinary is a sustainable model.
Which three The Ordinary products should everyone have in their beauty stash?
One of the very unique aspects of The Ordinary is the highly-focused nature of each product that allows you to customise a regimen that specifically suits your skin needs and your preferences. In this respect, I wouldn't say that there is any product that everyone must have but these three would likely suit most skin types really well and improve skin quality for most: 'Buffet', Advanced Retinoid 2% and 100% Plant-Derived Squalane.