Launched in 2013, The Ordinary brought pioneering innovation to the skincare industry as a part of the Canadian multi-brand company DECIEM group, now owned by the Estee Lauder Corporation.
What made this global phenomenon so popular? Its science-backed formulations and affordable products that emulate ingredients most often associated with expensive creams and serums.
The Ordinary is committed to customers of all skin types, offering clinically proven treatments with honest communication and pricing integrity. By disallowing commodity to be disguised as ingenuity, they celebrate integrity in its most humble and true form.
The Ordinary team is specialized in materials chemistry and biochemistry, making use of familiar technologies yet offering them at sensible pricing strategies, hence allowing customers to make informed decisions. All products ranging from $3.95 to $28.90 and the vast majority of products retail under $10, making these amazing products accessible to everyone.
Celebrity fans of The Ordinary include Kim Kardashian, among many other A-listers who have endorsed this skincare line for its innovative approach to cosmetic treatments. The Ordinary has certainly made its mark in the beauty industry by challenging traditional concepts of skincare and offering safe and effective products with integrity.
|Parent Company||DECIEM Beauty Group Inc.|
|Owner||The Estée Lauder Companies|
|Year of Establishment||2013|
|Phone||+1-800-513-6088 (CANADA AND UNITED STATES)|
+44-800-368-8088 (UNITED KINGDOM)
+82-030-8321-0017 (SOUTH KOREA)
The Ordinary Founder
Brandon Truaxe was an Iranian-Canadian entrepreneur and the co-founder of DECIEM The Abnormal Beauty Company and its cult brand, The Ordinary. Born in Tehran on 19 June 1978, he moved with his family to Canada in 1995, where he completed a degree in Computer Science at the University of Waterloo in 2001.
In 2012, he co-founded DECIEM and then in 2016, The Ordinary brought out 27 revolutionary, simple-ingredient products that earned rave reviews from celebrities, the public and beauty giant, The Estée Lauder Company, who took a minority stake in June 2017. Unfortunately, Brandon Truaxe passed away in 2019, leaving a legacy of beauty innovation behind him.
Estée Lauder Companies Inc. (ELC) has recently revealed their deal to purchase a majority stake in Deciem Beauty Group Inc. for $1.0 billion dollars + an additional $1.2 billion in the future, bringing the total valuation to $2.2 billion. This purchase will increase ELC’s initial investment from 29% to 76%, and marks a major milestone for Deciem, the parent company of popular skin care brand The Ordinary.
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