History of The Ordinary

The Ordinary, a brand under the Deciem umbrella, was founded in 2013 by the late Brandon Truaxe. Known for its minimalist and transparent approach to skincare, The Ordinary quickly gained a cult following due to its affordable, science-backed formulations. The brand revolutionized the beauty industry by offering high-quality active ingredients, such as retinol and hyaluronic acid, at a fraction of the price of traditional luxury brands.

In 2017, Estée Lauder acquired a minority stake in Deciem, which later increased to a majority stake in 2021. This acquisition enabled The Ordinary to expand its reach while maintaining its core philosophy of integrity and transparency. The brand's continued growth and innovation have solidified its position as a disruptive force in the skincare market, appealing to a broad demographic seeking effective and straightforward skincare solutions.