The Ordinary
Budget“Clinical formulations with integrity.”
By Viktoria @vioda.makeup · Published · Updated
The Ordinary is a budget makeup brand from Canada, founded in 2016 by Brandon Truaxe & Nicola Kilner (DECIEM). It's best known for its Niacinamide 10% + Zinc serum, AHA 30% + BHA Peeling Solution and Coverage & Serum Foundations.
The Ordinary is the breakout brand from Toronto-based DECIEM, founded in 2016 by the late Brandon Truaxe alongside Nicola Kilner, built on a radical premise: sell single, well-understood active ingredients at near-cost prices and let the formulas speak for themselves. It became a generational phenomenon — the Niacinamide 10% + Zinc serum and the AHA 30% + BHA peeling solution are among the most-searched beauty products in the world — and was a major catalyst for the entire "dupe" and ingredient-literacy movement that now drives TikTok beauty.
While best known for skincare, The Ordinary also fields a genuine color range — the Coverage Foundation, Serum Foundation, and a high-coverage Concealer across a broad shade ladder — that routinely shows up in budget-foundation comparisons against prestige bases. Acquired in full by The Estée Lauder Companies in 2021, the brand keeps its no-frills, transparency-first positioning and its rock-bottom pricing, making it one of the most cited reference points whenever shoppers hunt for an affordable alternative.
Popular Products
What The Ordinary is bought for. The ones we've found dupes for link through to the comparison.
- Niacinamide 10% + Zinc 1%
- AHA 30% + BHA 2% Peeling Solution
- Coverage Foundation
- Serum Foundation
- High-Adherence Silicone Primer
Known For
Brand Philosophy
Clinical formulations with integrity — proven actives at honest, near-cost prices, with radical transparency about what's inside.
FAQ
The Ordinary Official Channels
Where to buy, and how to reach The Ordinary customer service directly.
- Website
- theordinary.com