The Ordinary

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.

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

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

• Clinical skincare formulations
• Anti-aging serums
• Hyaluronic acid treatments
• Retinoid skincare products
• Vegan cruelty-free cosmetics

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Operations

Revenue model

1. 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
2. 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

Go-to-market motion4 records

Distribution channels6 records

Marketing channels6 records

Core 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

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered minor and core.

• Uncommon Creative StudiominorStrategic or Co-development Partner · 17 May 2026Partnership 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.
• SephoracoreChannel Partner/ Reseller/ Distributor · 29 October 2025Exclusive 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.coreOthers · 1 January 2021DECIEM 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

Direct 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

• TikToktiktok.com/@theordinary
• Instagraminstagram.com/theordinary
• Facebookfacebook.com/theordinary
• LinkedInlinkedin.com/company/the-ordinary-skincare-project

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Ordinary