The Ordinary
The Ordinary is a Toronto-based skincare brand offering transparent, science-backed formulations at $6\u2013$32. Founded in 2016 under DECIEM (acquired by Est\u00e9e Lauder for $1.7B in 2021), it distributes globally through DTC, Sephora, Amazon, and TikTok Shop.
- Company typePrivate
- Founded2016
- HeadquartersToronto, Canada
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What The Ordinary does
The Ordinary is a clinical skincare brand founded in 2016 by Brandon Truaxe in Toronto, Canada, operating under DECIEM Beauty Group Inc., which was acquired by The Estée Lauder Companies in 2021 for approximately $1.7 billion. The brand sells science-backed skincare formulations organized around a transparent three-step regimen framework (Prep, Treat, Seal) across cleansers, toners, serums, exfoliants, retinoids, moisturizers, eye care, hair care, lip care, and makeup. Core formulations are developed by an in-house team of over 150 scientists spanning cosmetic science, biochemistry, chemistry, microbiology, and toxicology at the Toronto R&D facility, with proprietary peptide stacks (SYN\u2122-AKE, Matrixyl\u2122 synthe'6\u2122, Matrixyl\u2122 3000, ARGIRELOX\u2122, Acetylarginyltryptophyl Diphenylglycine), multi-molecular hyaluronic acid complexes, and yeast-ferment technologies (e.g., Saccharomyces Ferment 30% Milky Toner). Products are priced between $6 and $32, positioning the brand as an affordable, ingredient-transparent alternative to premium skincare, with vegan and cruelty-free formulations and National Eczema Association Seal of Acceptance on select products.
The business model is direct-to-consumer e-commerce (theordinary.com) augmented by strategic retail partnerships: an exclusive Sephora partnership (including in Brazil, where distribution is managed by Estée Lauder Companies), growing Amazon presence, and TikTok Shop (where creators drive 80% of sales). Four experiential US retail stores (NYC Fifth Avenue, NYC Nolita, LA Century City, Chicago Wicker Park) offer in-store consultations with formulation experts, complementing the digital-first model. Primary customer segments are value-conscious skincare consumers and ingredient-literate skincare enthusiasts, with growing share among Gen Z driven by creator-led marketing on TikTok and Instagram. The brand serves over 30 countries with localized e-commerce for the Americas, Europe, Asia & Oceania, Africa, and the Middle East, and expanded into Brazil in October 2025 via Sephora exclusivity. Other revenue-adjacent offerings include curated regimen sets (Daily Set, Barrier Support Collection, Hair & Scalp Collection, Mini Icons Set), gift cards, and an AI-powered Regimen Builder tool for personalized product recommendations.
The Ordinary firmographics
Firmographics- Name
- The Ordinary
- Legal name
- DECIEM Beauty Group Inc.
- Website
- https://theordinary.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Ordinary is a Toronto-based skincare brand offering transparent, science-backed formulations at $6\u2013$32. Founded in 2016 under DECIEM (acquired by Est\u00e9e Lauder for $1.7B in 2021), it distributes globally through DTC, Sephora, Amazon, and TikTok Shop.
- Ownership category
- akta.pro rank
The Ordinary industry classification
Industry- Product category
- Clinical Skincare
- NAICS
- Health and Personal Care Retailers (456), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Treatment Skincare (Serums, Actives, Acne & Anti-aging) (CRABAAAB)
- akta.pro secondary industry
- Body Skincare (Lotions, Creams, Body Oils) (CRABAAAD)
Keywords
Where The Ordinary is headquartered
LocationHeadquarters
- HQ city
- Toronto
- HQ country
- Canada
- HQ region
- North America
Offices4 records
Markets served
The Ordinary business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Operations
Revenue model
- Direct-to-Consumer Skincare Product Sales: Primary revenue stream through theordinary.com e-commerce platform where consumers purchase formulations directly at accessible price points ranging from $6-$32 for most products
- Retail Distribution Partnerships: Revenue generated through partnerships with Sephora (exclusive in Brazil and other markets), Amazon, and other retail channels where products are sold alongside competing brands
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Core Serum Products - Hydration and Treatment |
| Unit Pricing | Pay-as-you-go | Moisturizers and Barrier Support Products |
| Unit Pricing | Pay-as-you-go | Exfoliants and Treatment Products |
| Unit Pricing | Pay-as-you-go | Body, Hair, and Lip Care |
| Subscription | Pay-as-you-go | Gift Cards |
| Unit Pricing | Pay-as-you-go | Bundles and Sets |
Go-to-market motion4 records
Distribution channels6 records
Marketing channels6 records
The Ordinary product offering
Product offeringCore offering
The Ordinary develops, manufactures, and sells clinical skincare formulations under a direct-to-consumer model. The product line includes serums, moisturizers, cleansers, toners, exfoliants, retinoids, eye care, hair care, and lip care, formulated with well-studied active ingredients (peptides, hyaluronic acid, niacinamide, retinoids, ceramides, acids) and developed in-house by over 150 scientists at the Toronto laboratory. The brand is sold through its own e-commerce platform, third-party retailers (Sephora, Amazon, TikTok Shop), and company-owned retail stores.
Product overview
The Ordinary is a direct-to-consumer skincare brand owned by Estée Lauder Companies, founded in 2016 by Brandon Truaxe and based in Toronto. The brand offers a comprehensive portfolio of clinical skincare formulations organized around a three-step regimen framework: Prep (cleansers, toners), Treat (serums, treatments, face oils), and Seal (moisturizers, SPF). Key products include Niacinamide 10% + Zinc 1%, Hyaluronic Acid 2% + B5 (with Ceramides), Natural Moisturizing Factors + HA, and Natural Moisturizing Factors + PhytoCeramides moisturizers. The brand is known for its science-backed, ingredient-transparent approach with over 150 scientists developing formulations. Recent launches include the Volufiline 92% + Pal-Isoleucine 1% Serum, Rice Lipids + Ectoin Microemulsion, and Caffeine 3% + Escin 1% Face Serum. The product lineup spans facial skincare (serums, moisturizers, cleansers, toners, exfoliants, retinoids), body and hair care, and makeup (Serum Foundation). The brand also offers curated collections (The Daily Set, The Barrier Support Collection, The Hair & Scalp Collection), in-store consultations, and an AI-powered Regimen Builder tool. All products are vegan and cruelty-free with a focus on accessibility and transparency.
Differentiator
Problem solved
Functional benefit
Products and services
- Niacinamide 10% + Zinc 1% Oil control serum that brightens skin and reduces the appearance of blemishes; reinforces the skin barrier in as little as 7 days. Priced at $6.00 (30ml).
- Hyaluronic Acid 2% + B5 (with Ceramides) Hydrating serum with five forms of hyaluronic acid that plumps and smooths skin while supporting the moisture barrier. Priced at $9.90.
- Natural Moisturizing Factors + HA Daily moisturizer that works with skin to support its natural hydration barrier. Priced at $6.70 (100ml).
- Natural Moisturizing Factors + PhytoCeramides Most nourishing moisturizer with nearly four times more emollients than standard formula; immediately boosts skin hydration by 68% and offers all-day hydration.
- Natural Moisturizing Factors + Beta Glucan First gel moisturizer with lightweight gel texture that strengthens the skin barrier and provides all-day hydration.
- Rice Lipids + Ectoin Microemulsion Ultra-lightweight fluid-format moisturizer with rice lipids, jojoba oil, ectoin, and Natural Moisturizing Factors for 24-hour soothing hydration.
- Glycolic Acid 7% Exfoliating Toner Water-based exfoliating toner that evens skin texture and tone, providing radiance and removing dead skin cells. Priced at $9.00 (240ml).
- Saccharomyces Ferment 30% Milky Toner Gentle exfoliating toner with yeast ferment technology that promotes smoother, brighter skin while boosting hydration; promotes stronger skin barrier after 8 hours.
- Multi-Peptide + HA Serum Age-supporting peptide serum combining multiple technologies including SYN-AKE, Matrixyl, and ARGIRELOX to address early signs of aging; reduces crow's feet wrinkles and improves firmness after 8 weeks. Priced at $19.90.
- Multi-Peptide + Copper Peptides 1% Serum Advanced anti-aging serum for advanced signs of aging with copper peptides and antioxidant support. Priced at $32.00.
- Multi-Peptide Eye Serum Water-based eye serum targeting signs of aging around eyes including crow's feet, wrinkles, puffiness, and dark circles.
- Multi-Peptide Serum for Hair Density Leave-in serum with peptide technologies for scalp support to achieve thicker, denser, fuller-looking hair.
- Volufiline 92% + Pal-Isoleucine 1% Serum Plant-derived plumping serum targeting visible volume loss in areas prone to thinning due to aging. Priced at $21.40.
- Caffeine 3% + Escin 1% Face Serum Lightweight face serum to help skin look visibly defined over time.
- Serum Foundation Lightweight foundation with medium coverage in serum format.
- PHA 5% Exfoliating Lip Serum Lip exfoliating serum designed to remove dead skin cells and hydrate lips, suitable for sensitive skin.
- Squalane Cleanser Balm-like cleanser that removes makeup and cleanses skin while supporting the moisture barrier.
- Glucoside Foaming Cleanser Gentle foaming cleanser that removes dirt and impurities while maintaining the skin's moisture barrier.
- AHA 30% + BHA 2% Peeling Solution Deep exfoliating treatment combining alpha-hydroxy and beta-hydroxy acids for at-home peel treatment.
- Azelaic Acid Suspension 10% Exfoliating suspension for brightening and evening skin tone.
- Retinol 0.5% in Squalane Medium-strength retinol serum for age support.
- Granactive Retinoid 2% Emulsion Next-generation retinoid emulsion targeting fine lines and wrinkles with reduced irritation.
- The Daily Set Three-product starter set including Squalane Cleanser, Hyaluronic Acid 2% + B5, and Natural Moisturizing Factors + HA for basic daily skincare routine. Priced at $21.70.
- The Barrier Support Collection Four-product regimen collection featuring Glycolipid Cream Cleanser, Soothing & Barrier Support Serum, Hyaluronic Acid 2% + B5, and Natural Moisturizing Factors + PhytoCeramides for rebuilding and strengthening skin barrier. Priced at $61.90 with 10% discount.
- The Hair & Scalp Collection Two-product collection for promoting healthier-looking hair and scalp using Glycolic Acid 7% Exfoliating Toner and Multi-Peptide Serum for Hair Density.
- In-Store Consultations Complementary one-on-one skincare consultations offered at US retail locations in Chicago, Los Angeles, and New York City, providing personalized skincare guidance with formulation experts.
- Regimen Builder AI-powered tool that generates personalized skincare product recommendations based on individual skin type and concerns.
Quantifiable outcome
- Niacinamide 10% + Zinc 1% reinforces skin barrier in as little as 7 days
- +4 more outcomes
Companies that use The Ordinary
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
The Ordinary technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
The Ordinary partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor and core.
- Uncommon Creative StudiominorPartnership with Uncommon Creative Studio for the Markup Marché pop-up shop campaign, selling everyday items at extreme luxury prices to demonstrate manipulative marketing tactics used by premium brands. The campaign included interactive experiences like 'The Jargon Bar' to expose how luxury branding language influences consumer perception.
- SephoracoreExclusive partnership for Brazil market entry (world's third-largest beauty market) with distribution managed by The Estée Lauder Companies. Some items are locally packaged in Brazil to maintain accessible pricing while maintaining Canadian manufacturing standards. The brand aims to differentiate through scientifically-backed formulations developed by over 150 specialists at its Toronto headquarters and may consider opening its own retail stores in Brazil.
- DECIEM Beauty Group Inc.coreDECIEM is the parent company of The Ordinary, founded by Brandon Truaxe in 2016. The Ordinary operates as a brand under DECIEM's portfolio alongside NIOD, LOoPHA, and The Chemistry Brand. DECIEM is headquartered in Toronto and was acquired by Estée Lauder Companies in 2021 for $1.7 billion.
Scale indicators6 records
Recent moves7 records
Expansion highlights5 records
The Ordinary competitors and assessment
Company assessmentDirect peers
- The Inkey List: The Inkey List is the closest direct peer to The Ordinary — both are accessible, ingredient-led clinical skincare brands built on transparent naming and science-backed formulations targeted at ingredient-literate consumers.
- CeraVe: CeraVe is a dermatologist-developed accessible skincare brand owned by L'Oréal competing in the same clinical-affordable skin health category as The Ordinary, with significant overlap in cleansers, moisturizers, and barrier-support products.
- Paula's Choice: Paula's Choice is a science-led, research-backed skincare brand targeting ingredient-savvy consumers, directly comparable to The Ordinary's clinical formulations with similar transparent positioning.
- Good Molecules: Good Molecules is an accessible, ingredient-focused skincare brand owned by e.l.f. Beauty that competes directly with The Ordinary on affordable, single-active-product positioning and DTC-first distribution.
- Naturium: Naturium is an affordable, science-inspired skincare brand (acquired by ELC) competing with The Ordinary on ingredient transparency and accessible price points across serums, acids, and barrier products.
- Versed: Versed is a clean, accessible skincare brand targeting a similar Gen Z demographic, with comparable price points and active-ingredient product lines like niacinamide, hyaluronic acid, and retinol.
Broad incumbents
- La Roche-Posay: La Roche-Posay is a L'Oréal-owned dermocosmetics brand delivering clinical skincare formulations across cleansers, treatments, and barrier support — a broader incumbent in the same category as The Ordinary with strong pharmacy and dermatologist credibility.
- Cetaphil: Cetaphil is a Galderma-owned, dermatologist-recommended skincare brand offering accessible cleansers and moisturizers, overlapping with The Ordinary's barrier-support and gentle skincare offerings.
Emerging players
- Typology: Typology is a French DTC skincare brand built on transparent, ingredient-led, made-in-house formulations at accessible price points, comparable to The Ordinary's clinical-affordable positioning.
- NIOD: NIOD is a sister brand under DECIEM (parent company of The Ordinary) that targets science-driven skincare consumers with more advanced and premium formulations, sharing R&D and laboratory resources with The Ordinary.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks4 records
Key highlights6 records
Customer concentration
The Ordinary social profiles
Digital presenceThe Ordinary compliance and trust
Trust signalCompliance5 records
The Ordinary financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Ordinary leadership team
Management profileNumber of profiles
Profiles7 records
The Ordinary funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Ordinary M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Ordinary
What does The Ordinary do?
The Ordinary develops, manufactures, and sells clinical skincare formulations under a direct-to-consumer model. The product line includes serums, moisturizers, cleansers, toners, exfoliants, retinoids, eye care, hair care, and lip care, formulated with well-studied active ingredients (peptides, hyaluronic acid, niacinamide, retinoids, ceramides, acids) and developed in-house by over 150 scientists at the Toronto laboratory. The brand is sold through its own e-commerce platform, third-party retailers (Sephora, Amazon, TikTok Shop), and company-owned retail stores.
Is The Ordinary a public or private company?
The Ordinary is a private company. It is classified as corporate owned and is currently operating.
When was The Ordinary founded?
The Ordinary was founded in 2016. It employs 1 to 10 people.
Where is The Ordinary based?
The Ordinary is headquartered in Toronto, Canada, in the North America region.
How does The Ordinary make money?
Two revenue lines are on record. Direct-to-Consumer Skincare Product Sales are the primary driver. The others are retail Distribution Partnerships.
Who are The Ordinary's main competitors?
Direct peers on record are The Inkey List, CeraVe, Paula's Choice, Good Molecules, Naturium and Versed. Broad incumbents are La Roche-Posay and Cetaphil. Emerging players are Typology and NIOD.
Does The Ordinary have an API?
No public API is recorded for The Ordinary.
What industry is The Ordinary in?
The Ordinary's product category is Clinical Skincare. Its primary akta.pro industry code is CRABAAAB, Treatment Skincare (Serums, Actives, Acne & Anti-aging), with a secondary code of CRABAAAD, Body Skincare (Lotions, Creams, Body Oils). Its NAICS code is 456 and its SIC code is 2844.