The Ordinary first burst on to my radar late last year. Appearing to come out of nowhere, the brand were getting unprecedented genuine and positive reviews from what seemed like the entire beauty community.
Beauty journalist Sali Hughes devoted her entire column to the range (a rare occurrence) and it was soon getting the skincare awards traditionally reserved for the luxury brands.
In June this year, makeup giant Estee Lauder announced its investment in The Ordinary’s parent company, Deciem.
Say hello to our extended range (????) of retinoid formulations, which now includes the high-strength, low-irritation, water-free, silicone-free, alcohol-free, super-lightweight Granactive Retinoid 5% in Squalane, delivering 0.5% Direct Ester of All-Trans Retinoic Acid. Explore the full range at theordinary.com under Retinoids. ❤️????
It’s big stuff. But does it genuinely live up to the hype?
Described as a “disrupter” to the beauty industry, the premise of The Ordinary is simple. It strips away all the fancy packaging, marketing jargon and filler ingredients you might find elsewhere to give you simple products full of only the stuff that actually works. This is why they’re able to have products that include active skincare ingredients like Vitamin A, Lactic Acid and retinol that usually come with a reasonably high price tag at half the price.
Most of the range costs less than $20, with many even sitting under the $10 mark.
As someone who’s skin gets seriously dry in winter, I decided to start with their Hyaluronic Acid 2% + B5 serum, $12.90.