The Ordinary – All about The Ordinary

What Is The Ordinary?

The Ordinary is one of the world’s best-known skincare brands, famous for combining science-backed ingredients, transparent formulations, and affordable prices.

Launched in 2016, The Ordinary transformed the skincare industry by making high-performance ingredients such as Niacinamide, Retinol, Hyaluronic Acid, Vitamin C, Peptides, and Acids accessible to everyone without premium price tags.

Today, The Ordinary offers a wide range of skincare products designed to target common skin concerns, including:

Fine lines and wrinkles
Dehydrated skin
Acne and blemishes
Pigmentation and dark spots
Uneven skin tone
Redness
Dull skin
Loss of firmness

Shop Skincare By Skin Concern

One of the reasons The Ordinary has become so popular is its commitment to ingredient transparency. Rather than using marketing buzzwords, products are clearly labelled with the key active ingredients and their concentrations, making it easier to build an effective skincare routine.

Who Created The Ordinary?

The Ordinary was created by Brandon Truaxe, the visionary founder of DECIEM, the company behind The Ordinary and several other innovative skincare brands, including NIOD.

Brandon’s vision was simple but revolutionary: to create effective skincare powered by proven ingredients, without unnecessary marketing or inflated prices.

The Ordinary officially launched in 2016 and quickly became one of the fastest-growing skincare brands in the world. Ironically, The Ordinary was Deciem´s 11th brand!

When Did The Ordinary Launch?

The Ordinary launched in 2016 as part of the DECIEM family of skincare brands.

Since then, it has grown into one of the world’s most recognised skincare brands and is now sold in dozens of countries through The Ordinary website and authorised retailers worldwide.

Who Was Brandon Truaxe?

Brandon Truaxe was the founder of DECIEM and the creator of The Ordinary.

Known for challenging the traditional beauty industry, Brandon believed that effective skincare should be honest, transparent and affordable. His vision helped reshape the skincare market and introduced millions of people to ingredient-led skincare.

Although Brandon sadly passed away in 2019, his influence continues to shape The Ordinary and the wider skincare industry today.

Who Is Nicola Kilner?

Nicola Kilner is the co-founder of DECIEM and played a major role in building The Ordinary into one of the world’s leading skincare brands.

Following Brandon Truaxe’s passing in 2019, Nicola became CEO and led the company through a period of significant international growth before stepping down as CEO at the end of 2024. She remains closely involved with DECIEM as Co-Founder, supporting the company’s long-term vision.

Throughout the years, Nicola has become well known within the skincare community for her openness, product knowledge and regular engagement with customers.

Who Owns The Ordinary?

The Ordinary is owned by DECIEM, which has been part of The Estée Lauder Companies since 2024.

In 2017, The Estée Lauder Companies first invested in DECIEM by acquiring a minority stake. Following the passing of founder Brandon Truaxe in 2019, Estée Lauder increased its ownership before completing the acquisition of DECIEM in May 2024, making it the sole owner of the company.

Today, The Ordinary continues to operate under the DECIEM umbrella, alongside NIOD, while remaining committed to its original philosophy of creating effective, science-backed skincare at affordable prices.

The Ordinary Timeline

2013 – Brandon Truaxe founds DECIEM.
2015 – The Ordinary launches.
2017 – The Estée Lauder Companies acquires a minority stake in DECIEM.
2019 – Brandon Truaxe sadly passes away. Nicola Kilner becomes CEO.
2024 – The Estée Lauder Companies completes its acquisition of DECIEM and Nicola Kilner steps down as CEO at the end of the year while remaining Co-Founder.

Which Country Is The Ordinary From?

The Ordinary was founded in Toronto, Canada, by Brandon Truaxe, the founder of DECIEM.

Although the brand started in Canada, The Ordinary is now sold worldwide through its official website, DECIEM stores and authorised retailers across Europe, North America, Australia and many other countries.

Is DECIEM the Same as The Ordinary?

Not quite.

DECIEM is the parent company, while The Ordinary is its most famous skincare brand.

Founded by Brandon Truaxe in 2013, DECIEM originally launched with 10 beauty brands, each focusing on a different area of skincare and beauty.

Today, the two remaining core skincare brands are:

The Ordinary – Affordable, ingredient-focused skincare.
NIOD (Non-Invasive Options in Dermal Science) – Advanced skincare using cutting-edge technologies.

Over the years, DECIEM also created several other brands, including Hylamide, The Chemistry Brand, HIF (Hair Is Fabric) and Abnomaly, many of which have since been discontinued as the company focused on its core brands.

👉 Read my Beginner’s Guide to NIOD if you’d like to explore DECIEM’s premium skincare range.

Why Is The Ordinary So Affordable?

One of the most common questions people ask is, “Why is The Ordinary so cheap?”

The answer is surprisingly simple.

Instead of spending heavily on luxury packaging, celebrity marketing and expensive advertising campaigns, The Ordinary focuses on creating effective skincare with proven ingredients at accessible prices.

The brand is also known for its transparent approach. Products clearly state the key active ingredients and their concentrations, making it easy to understand exactly what you’re buying.

This straightforward philosophy has helped make The Ordinary one of the world’s most trusted skincare brands, proving that effective skincare doesn’t have to come with a luxury price tag.

What Are The Most Popular The Ordinary Products?

The best The Ordinary products will depend on your skin type and concerns, but some of the brand’s most popular and best-selling products include:

Niacinamide 10% + Zinc 1% – Helps reduce the appearance of blemishes, enlarged pores and excess oil.
Glycolic Acid 7% Ex foliating Toner – Gently exfoliates to improve skin texture and brighten dull skin.
Hyaluronic Acid 2% + B5 – Provides long-lasting hydration and supports the skin barrier.
Multi-Peptide + HA Serum – Helps target multiple signs of ageing, including fine lines and loss of firmness.
Natural Moisturizing Factors + HA – A lightweight daily moisturiser suitable for all skin types.
Multi-Active Delivery Essence – Boosts hydration while helping improve the penetration of the skincare products applied afterwards.

👉 See my complete guide to The Ordinary Best Sellers, where I review the products most loved by the Deciem Chat Room community.

Do You Need More Than One The Ordinary Product?

While many The Ordinary products work well on their own, they’re designed to be used as part of a complete skincare routine.

The key is choosing products that suit your skin concerns and layering them correctly rather than buying lots of products at once.

If you’re just getting started, I recommend:

Building a simple skincare routine first.
Introducing one new product at a time.
Checking product conflicts before combining active ingredients.
Using SPF every morning.

👉 Take a look at all these skincare routines or build your own to create a skincare routine that’s tailored to your skin type and concerns.

Is The Ordinary Good for Beginners?

Yes. The Ordinary is one of the best skincare brands for beginners, thanks to its affordable prices, ingredient transparency and straightforward product range.

Each product clearly states the key active ingredients and their concentrations, making it easier to understand what you’re putting on your skin and why.

If you’re just starting your skincare journey, avoid the temptation to buy lots of products at once. Instead, build a simple skincare routine with a cleanser, one or two treatment products, a moisturiser and a daily SPF.

Introducing products gradually also makes it much easier to identify what works well for your skin and reduces the risk of irritation.

👉 If you’re new to The Ordinary, start with my Quick Starter Guide.

👉 Already know your skin concerns? Use The Ordinary Regimen Builder to create a personalised skincare routine.

How Long Does The Ordinary Take to Work?

One of the most common questions is “How long does The Ordinary take to work?”

The answer depends on the product you’re using and your skin concern.

As a general guide:

Hydration: You may notice softer, more hydrated skin after just one or two uses.
Oiliness and blemishes: Products such as Niacinamide may take several weeks of consistent use.
Pigmentation and uneven skin tone: Often takes 8–12 weeks to see noticeable improvements.
Fine lines and wrinkles: Anti-ageing ingredients such as peptides and retinoids usually require several months of consistent use.

The most important factor is consistency. Skincare isn’t an overnight fix, and many active ingredients need time to deliver visible results.

If a product isn’t giving you the results you expected after several weeks, review your skincare routine to make sure you’re using the right products, layering them correctly and avoiding ingredient conflicts.

Where Should You Start With The Ordinary?

If you’re wondering where to start with The Ordinary, keep it simple. Build your own skincare routine here.

Step 1 – Identify Your Skin Type and Concerns

Think about what you’d like to improve, such as:

Acne and blemishes
Dry or dehydrated skin
Fine lines and wrinkles
Dark spots and pigmentation
Redness
Enlarged pores
Dull skin

Step 2 – Build a Simple Routine

Every beginner skincare routine should include:

Cleanser
Treatment serum for your main skin concern
Moisturiser
SPF every morning

There’s no need to buy lots of active ingredients straight away. A simple routine that you use consistently will almost always give better results than a complicated routine you can’t stick to.

Step 3 – Introduce New Products Slowly

Add one new product at a time and patch test before applying it to your whole face. This makes it much easier to spot irritation and identify which products are working for your skin.