Are The Ordinary Foundations & Concealer Being Discontinued?
Are The Ordinary foundations & concealer being discontinued has been a very popular question lately. After many complaints about The Ordinary Foundations always being out of stock, The Ordinary has finally announced that both the foundations and concealers will be discontinued.
Today, The Ordinary has sent out this email.
We got to where we are today by being comfortable with failing.
So instead of quietly discontinuing our Foundations and Concealers, we wanted to share a little about their upcoming departure—to reinforce our belief that the things that didn’t work out are an equally important part of the journey as those that did.
As some of you may know, we produce our products here from our happy home in Toronto. The production process for Colours is complex and requires heavy input from many of our team. The accessible pricing that we felt was sensible to charge for the formulas would only cover our production costs if the volume that we sold was high. Despite many people loving the formulas, we didn’t manage to reach enough of you with our Colours range, and the products have not been profitable since their launch. Although we really strongly believe in both products, their popularity simply was not strong enough to make their production sustainable.
People were telling us we needed to market them differently— to say they had skincare benefits—to create something that wasn’t there. But the Colours formulations are intentionally simplistic. Minimalistic suspensions of pigments that even out tone, with a real-skin finish—designed to be used with your skincare underneath.
Letting go of Colours has been a tough decision to take.
Especially difficult since many of us here use and love the products. Our hearts said no, but our heads said yes, and so we will be saying goodbye to our Colours Concealers from January 30, 2023, on theordinary.com. Foundations will be with us a little longer—until June of next year. If you’re looking for coverage with a real skin finish, you may want to explore our Serum or Coverage Foundation (just don’t fall too in love). The Ordinary Colours are no longer available in stores and can only be purchased via theordinary.com.
Colours may return in our more distant future. Until then, we will continue to play in the space we know best—sensibly priced, science-proven skincare. And we will always, always celebrate our failures with you.