- Launched in 2016
- CEO and Co-Founder Nicola Kilner
- https://theordinary.com/en-us
In 2013, Brandon Truaxe founded Deciem, known as “the abnormal beauty company,” with the goal of raising transparency in the beauty industry. The company’s portfolio includes six brands; The Ordinary is its largest brand followed by NIOD.
Brandon Truaxe, Founder
CEO and Co-Founder Nicola Kilner
In 2021, Estée Lauder Companies announced it would increase its investment and stake in The Ordinary’s parent company, Deciem Beauty Group, which was valued at US$2.2billion.
The Ordinary, whose celebrity fans include Kim Kardashian, retails from $3.95 to $28.90, while the vast majority of products retail under $10. The brand’s top-selling product is the Niacinamide 10% + Zinc 1%, a skin blemish serum, for $5.90. According to the company, one product sells every second globally. If The Ordinary offers broad appeal with its budget-friendly prices, NIOD, whose slogan is “skincare for the hyper-educated,” is the higher-end crown jewel in terms of marrying science with skincare. For instance, the smaller-size 15 ml. Copper Amino Isolate Serum retails for $60. All of the Deciem products are created in house in the lab.
The Ordinary, whose celebrity fans include Kim Kardashian, retails from $3.95 to $28.90, while the vast majority of products retail under $10. The brand’s top-selling product is the Niacinamide 10% + Zinc 1%, a skin blemish serum, for $5.90. According to the company, one product sells every second globally. If The Ordinary offers broad appeal with its budget-friendly prices, NIOD, whose slogan is “skincare for the hyper-educated,” is the higher-end crown jewel in terms of marrying science with skincare. For instance, the smaller-size 15 ml. Copper Amino Isolate Serum retails for $60. All of the Deciem products are created in house in the lab.
