Launched in 2016 under the DECIEM umbrella (now fully owned by The Estée Lauder Companies), The Ordinary disrupted the beauty industry by offering familiar, effective clinical technologies at disruptive price points. By stripping away “prestige” marketing and focused on functional ingredients like Niacinamide, AHA/BHA, and Peptides, the brand democratized skincare and turned consumers into “skintellectuals” who shop by ingredient rather than brand promise.