The Ordinary
The Ordinary launched in 2016 under the DECIEM umbrella, founded by the late Brandon Truaxe, and immediately disrupted the skincare industry by selling clinical-grade active ingredients at radically transparent prices. A 10% niacinamide serum for $6, a retinol for $10, a vitamin C for $6 -- The Ordinary proved that effective concentrations of proven ingredients did not require premium pricing. The brand stripped away everything consumers were paying for but not benefiting from: elaborate packaging, fragrance, marketing-driven proprietary blends, and aspirational branding. Estee Lauder acquired a majority stake in DECIEM in 2021, valuing the company at $2.2 billion. The Ordinary's clinical naming convention (listing the active ingredient and its concentration as the product name) educated an entire generation of skincare consumers about what actually matters in a formula. With 28 products in our database, the range focuses on single-active or minimal-formula serums and treatments that consumers can mix and match based on their specific concerns.
Brand Philosophy
The Ordinary operates on radical transparency: every product names its key active and concentration on the label, formulations are minimal and functional rather than luxurious, and pricing reflects actual ingredient costs rather than brand positioning. The philosophy is that skincare should not be complicated or expensive, and consumers deserve to know exactly what they are putting on their skin and at what concentration. No fragrance, no filler marketing, no mystery blends.
Ingredient-savvy consumers who want proven actives at effective concentrations without paying for branding. Ideal for building customized routines on a budget.
- Radical price transparency
- Clinical naming convention
- Single-active serums
- Disrupting luxury skincare pricing
- Ingredient education for consumers
- Niacinamide 10%
- Retinol (multiple concentrations)
- Hyaluronic Acid 2%
- AHA 30% + BHA 2% Peeling Solution
- Azelaic Acid
The Ordinary at a Glance
Strongest Categories
The Ordinary performs best in: Serum (6 products, avg 84/100); Specialty Treatment (1 product, avg 83/100); Exfoliant (7 products, avg 82/100).
Best Conditions Served
Across all products, The Ordinary scores highest for: Dull/Uneven Texture (avg 86/100); Aging/Mature Skin (avg 85/100); Combination Skin (avg 85/100). If your primary concern is one of these conditions, The Ordinary products are particularly worth considering.
Certifications
Common certifications include Vegan, Cruelty-Free, Fragrance-Free, Silicone-Free, Alcohol-Free, Oil-Free.
Best The Ordinary by Skin Condition
The highest-scoring The Ordinary product for each condition we evaluate.
The Ordinary Hyaluronic Acid 2% + B5
The Ordinary Niacinamide 10% + Zinc 1%
The Ordinary 100% Niacinamide Powder
The Ordinary Salicylic Acid 2% Solution
The Ordinary Hyaluronic Acid 2% + B5
The Ordinary Retinol 0.5% in Squalane
The Ordinary AHA 30% + BHA 2% Peeling Solution
The Ordinary Azelaic Acid Suspension 10%
The Ordinary AHA 30% + BHA 2% Peeling Solution
The Ordinary Amino Acids + B5
All The Ordinary Products (28)
The Ordinary Hyaluronic Acid 2% + B5
The Ordinary AHA 30% + BHA 2% Peeling Solution
The Ordinary Niacinamide 10% + Zinc 1%
The Ordinary Retinol 0.5% in Squalane
The Ordinary Retinol 1% in Squalane
The Ordinary Retinal 0.2% Emulsion
The Ordinary Lactic Acid 10% + HA 2%
The Ordinary Salicylic Acid 2% Solution
The Ordinary 100% Niacinamide Powder
The Ordinary Glycolic Acid 7% Exfoliating Toner
The Ordinary Alpha Arbutin 2% + HA
The Ordinary Mandelic Acid 10% + HA
The Ordinary Resveratrol 3% + Ferulic Acid 3%
The Ordinary Vitamin C Suspension 23% + HA Spheres 2%
The Ordinary Amino Acids + B5
The Ordinary Azelaic Acid Suspension 10%
The Ordinary Ascorbyl Glucoside Solution 12%
The Ordinary Ethylated Ascorbic Acid 15% Solution
The Ordinary Natural Moisturizing Factors + HA
The Ordinary Multi-Peptide + HA Serum (formerly Buffet)
The Ordinary 100% Organic Cold-Pressed Rose Hip Seed Oil
The Ordinary Multi-Peptide + HA Serum
The Ordinary Lactic Acid 5% + HA
The Ordinary Matrixyl 10% + HA
The Ordinary Ascorbyl Tetraisopalmitate Solution 20% in Vitamin F
The Ordinary Marine Hyaluronics
The Ordinary Argireline Solution 10%
