Are you wondering which brands are like The Ordinary and looking for alternatives?
These brands all focus on affordable, ingredient-led skincare using well-known active ingredients such as niacinamide, hyaluronic acid and retinoids.
| Brand | Fragrance Free | Similar to The Ordinary |
| The Inkey List | Mostly | ⭐⭐⭐⭐⭐ |
| Geek & Gorgeous | Yes | ⭐⭐⭐⭐⭐ |
| Good Molecules | Mostly | ⭐⭐⭐⭐ |
| Revolution | Mixed | ⭐⭐⭐ |
| Naturium | Mostly | ⭐⭐⭐⭐ |
| Cerave | Mostly | ⭐⭐⭐ |
More alternative brands to The Ordinary
- Minimalist
- Byoma
- Transparent Lab
- Revox B77
- Prequel (US)
- The Purest Solutions
About The Ordinary
When DECIEM launched The Ordinary in 2016, it transformed the skincare industry. Founded by the late Brandon Truaxe, DECIEM introduced affordable, ingredient-focused skincare with transparent pricing and straightforward formulations. Instead of relying on marketing buzzwords, The Ordinary made popular active ingredients such as niacinamide, hyaluronic acid and retinol accessible to everyone.
Following The Ordinary’s success, many skincare brands and retailers launched their own ingredient-led ranges offering similar products at affordable prices. In this guide, we’ve rounded up some of the best brands like The Ordinary, including retailer own-brand collections and budget-friendly skincare brands that are frequently recommended by members of the DECIEM Chat Room Facebook Group.
Competitors & Alternatives to The Ordinary
Whether you’re looking for a more affordable option, can’t find your favourite The Ordinary product in stock, or simply want to try something new, there are now plenty of brands like The Ordinary to choose from.
Many of these skincare brands focus on effective, ingredient-led formulas featuring familiar actives such as niacinamide, hyaluronic acid, vitamin C and retinol. While some products may appear similar, always compare the ingredient list, active ingredient percentages, product size and price before deciding which offers the best value for your skincare routine. If you prefer fragrance-free skincare, it’s also worth checking the ingredients carefully, as not every alternative follows The Ordinary’s fragrance-free approach.
What to Compare Before You Buy
When comparing brands similar to The Ordinary, don’t assume two products are identical just because they contain the same active ingredient. To find the best value and the most suitable product for your skin, compare the following:
- Ingredients – Check the full ingredient list, not just the headline active.
- Active Ingredient Percentage – A higher percentage isn’t always better, but it’s worth comparing.
- Product Size – Compare the volume (ml or oz), as bottle sizes can vary significantly.
- Price – Look beyond the headline price and consider what you’re getting for your money.
- Cost Per ml – A larger bottle may offer better value, even if the upfront cost is higher.
- Delivery Costs – Shipping charges can make a cheaper product more expensive overall.
- Returns Policy – If you’re trying a new skincare brand for the first time, it’s worth checking whether returns are accepted.
The Ordinary
The Ordinary is one of the world’s best-known ingredient-led skincare brands, offering affordable products formulated with proven active ingredients such as vitamin C, retinol, retinoids, peptides, acids, antioxidants and facial oils. Its extensive range includes solutions for acne, pigmentation, fine lines, dehydration and uneven skin tone, making it a popular choice for both beginners and experienced skincare enthusiasts.
One of the reasons The Ordinary has become so popular is its transparent approach to skincare, with effective formulas available at budget-friendly prices. If you’re looking for brands similar to The Ordinary, the options below offer many of the same active ingredients and skincare benefits.
Revolution – Skincare like The Ordinary
Revolution Skincare
Revolution Skincare is one of the most affordable brands like The Ordinary, offering a wide range of ingredient-focused skincare products including serums, cleansers, moisturisers and treatments. Many of its formulas feature popular active ingredients such as niacinamide, hyaluronic acid, vitamin C and salicylic acid, making it a popular choice for anyone looking for The Ordinary alternatives.
Revolution Skincare products are widely available from the brand’s website as well as major beauty retailers, making them easy to find in many countries. If you’re looking for budget-friendly skincare with a broad product range, Revolution Skincare is well worth considering.
The Inkey List
The Inkey List
The Inkey List is one of the most popular The Ordinary alternatives, offering affordable, ingredient-led skincare designed to target a wide range of skin concerns. Its collection includes serums, cleansers, moisturisers and treatments featuring well-known active ingredients such as niacinamide, hyaluronic acid, retinol, vitamin C and salicylic acid.
Like The Ordinary, The Inkey List focuses on effective formulations at accessible prices. However, its products are often considered more beginner-friendly thanks to clear product names, simple instructions and easy-to-follow skincare routines. If you’re looking for a skincare brand similar to The Ordinary that takes the guesswork out of building a routine, The Inkey List is an excellent choice.
Naturium Skincare – Brands Like The Ordinary
Naturium
Naturium is a popular skincare brand similar to The Ordinary, offering science-backed formulas that combine effective active ingredients with elegant, easy-to-use textures. Its extensive range includes serums, cleansers, moisturisers, SPF, eye creams, lip care and body care, with products formulated to target concerns such as pigmentation, dehydration, acne and signs of ageing.
While Naturium is generally positioned at a slightly higher price point than The Ordinary, many users appreciate its sophisticated formulations and cosmetic elegance. If you’re looking for an affordable skincare brand that combines ingredients such as niacinamide, hyaluronic acid, vitamin C and retinol into well-balanced formulas, Naturium is well worth considering.
Naturium products are available from the brand’s website in selected countries and through retailers such as Space NK, with availability varying by region.
Cerave Skincare
CeraVe
Out of all the brands, CeraVe is probably the one I use the most with The Ordinary. Particuarly the Hydrating Cleanser and Body Moisturizer.
While CeraVe isn’t a direct alternative to The Ordinary, it’s one of the most frequently recommended skincare brands for anyone looking to build a simple, effective routine. Developed with dermatologists, CeraVe is best known for its fragrance-free cleansers, moisturisers and treatments that help support the skin barrier with ingredients such as ceramides, hyaluronic acid and niacinamide.
Many people choose to pair CeraVe products with The Ordinary serums, using a CeraVe cleanser and moisturiser alongside targeted treatments such as retinol, vitamin C or exfoliating acids. If you have dry, sensitive or acne-prone skin, CeraVe is an excellent budget-friendly brand to consider. Keep in mind that product availability can vary depending on your country.
Boots Ingredients
Boots Ingredients
Boots Ingredients is Boots’ own ingredient-led skincare range, offering affordable products inspired by the same straightforward approach that made The Ordinary so popular. The collection includes serums and treatments featuring well-known active ingredients such as niacinamide, hyaluronic acid and vitamin C, making it a great option for anyone looking for The Ordinary alternatives on the UK high street.
One of the biggest advantages of Boots Ingredients is its affordability and accessibility. The range is available in Boots stores across the UK and online, making it easy to pick up skincare essentials while shopping. If you’re looking for budget-friendly skincare with simple, effective formulations, Boots Ingredients is well worth exploring.
Me + By Superdrug – Similar Brands
Me+ by Superdrug
Me+ by Superdrug is another affordable skincare brand similar to The Ordinary, offering ingredient-led products designed to target a variety of skin concerns. The range includes serums, cleansers, moisturisers, masks and targeted treatments featuring popular active ingredients such as niacinamide, hyaluronic acid and vitamin C.
Exclusive to Superdrug, Me+ is a convenient choice for shoppers looking for budget-friendly skincare on the UK high street. While many products are formulated without added fragrance, it’s always worth checking the ingredient list if you have sensitive skin or prefer fragrance-free skincare.
E.L.F. Elf Skincare
e.l.f. Skin
e.l.f. Skin is an affordable skincare brand similar to The Ordinary, offering a growing range of cleansers, moisturisers, serums, exfoliants and targeted treatments. Many of its products feature popular skincare ingredients such as niacinamide, hyaluronic acid, peptides and vitamin C, making it a great option for anyone looking for budget-friendly skincare.
While e.l.f. Skin offers excellent value for money, some products contain added fragrance, unlike many of The Ordinary’s fragrance-free formulations. If you have sensitive skin or prefer fragrance-free skincare, it’s always worth checking the ingredient list before purchasing.
Should you choose e.l.f. or The Ordinary?
If you want the biggest range of single-ingredient serums, The Ordinary still has the advantage.
👉 Shop ELF
Stockists – These are some of the top stockists for all the brands above.
Brands like The Ordinary
Which brands similar to The Ordinary do you use, and how do they compare? Come and share your thoughts, honest reviews, and tips with the Facebook group, The Ordinary & Deciem Chat Room.
