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.

Note: The slightly granular texture of this product is due to the vitamin C powder being suspended in an oil-like base and therefore each application requires a few seconds to feel absorbed by the skin. If desired, this formula can be diluted in a cream base per application to allow the skin to build tolerance over time.