Brand

The Ordinary

Recognized for clinically framed, low-cost, single-ingredient formulas that made active skincare broadly affordable.

The Ordinary is a skincare brand from Toronto-based DECIEM, launched in 2016. It is known for low-cost, single-ingredient and clinical formulas with transparent ingredient naming, and it grew rapidly through affordable pricing and social media. The Estee Lauder Companies completed its acquisition of DECIEM in 2024.

Founded

2016 (brand launch; parent DECIEM founded 2013 in Toronto)

Founder

Founded by Brandon Truaxe, who co-founded parent company DECIEM with Nicola Kilner (now CEO)

Headquarters

Toronto, Canada (DECIEM)

Ownership

Wholly owned by The Estee Lauder Companies, which invested in 2017, took a majority stake in 2021, and completed the full DECIEM acquisition on May 31, 2024 (total investment about $1.7 billion).

Ownership and scale

DECIEM employs more than 1,200 people across North America, Europe, and Asia, and The Ordinary ranked among the top two prestige skincare brands in Canada and the US as of early 2024.

Brand timeline

2013
DECIEM is founded in Toronto by Brandon Truaxe, with Nicola Kilner
2016
The Ordinary brand launches
2017
The Estee Lauder Companies makes its initial investment in DECIEM
2021
Estee Lauder becomes the majority owner
2024
Estee Lauder completes the full acquisition of DECIEM

Where to buy

theordinary.comSephoraUltaAmazonTarget

Where to get the best offers

Prices are already very low, so the best value comes from buying direct at theordinary.com or bundling several single-ingredient products; watch for Sephora and Ulta promotions.

The Ordinary products we have reviewed

budget

Niacinamide 10% + Zinc 1% Serum

The Ordinary

Key Ingredient

Niacinamide (10%)

Helps reduce the look of enlarged poresSupports a clearer, more balanced-looking complexionHelps minimize the appearance of shine

$6.00/ 30 mL($0.20/ml)

Review Product

budget

Hyaluronic Acid 2% + B5

The Ordinary

Key Ingredient

Hyaluronic Acid (2%)

Delivers instant, long-lasting hydrationHelps skin look smoother and feel plumperSupports the skin's moisture barrier

$9.90/ 30 mL($0.33/ml)

Review Product

budget

Natural Moisturizing Factors + HA

The Ordinary

Key Ingredient

Natural Moisturizing Factors with Sodium Hyaluronate

Provides immediate, non-greasy surface hydrationHelps skin feel smoother and softerSupports moisture retention for all skin types

$6.70/ 30 mL($0.22/ml)

Review Product

Brand background is compiled from public sources. Ownership and valuation figures are reported acquisitions or valuations where disclosed; private brands are marked as not publicly disclosed. Prices and retailers change, so confirm on the brand's official page.