When it comes to breakout beauty brands, The Ordinary ranks as one of the greats. When it first launched, it quickly gained a good reputation as a no-nonsense, straightforward skincare one-stop shop. Products like this are affordable, ranging from £5 to £28.90, and The Ordinary has also quickly proven that effective products don’t have to cost an arm and a leg. Aiming to democratize beauty, this disruptive beauty brand has since developed a slew of cult must-have products spanning skin, hair and body care, each gaining a following from experts, celebrities, beauty enthusiasts and more. Masu. No wonder TikTok boasts 302,300 posts of the brand to date.
Owned by DECIEM, which defines itself as an “abnormal beauty company,” The Ordinary has pioneering quality in its DNA. This takes the form of high-quality, science-forward, ingredient-focused products with a focus on transparency. For proof, look at the see-through packaging that looks like a lab sample with the back peeled off. This makes it hard to understand. The ingredients are mislabeled.
The very nature of a single-ingredient product means that The Ordinary is all about cultivating the perfect routine that works for you. Whether you’re dealing with acne or fine lines, each product offered is infinitely customizable until you find the right one. The brand encourages users to adopt a three-step routine with any of their products to build a simple daily routine based on a “prep, treat, seal” model. The pared-back approach is part of its appeal, which is increasingly appealing in an oversaturated world of beauty.
That said, despite its rational ethos, many of The Ordinary’s products have managed to enter the viral beauty stratosphere. Want to try it? Here are some that I think are worth noting.
Beauty writer Sameeha Shaikh tests The Ordinary’s bestsellers ©Sameeha Shaikh
Shop: The best buys from the public
One of the brand’s most popular products, this serum contains niacinamide, a member of the B group of vitamins that supports skin regeneration and texture, and zinc, which helps control inflammation and excess oil production. Masu. Ideal for acne-prone skin types.
Sure, it looks intense, but bear with me. This powerful mixture of acids includes glycolic acid, lactic acid, and salicylic acid for an advanced level of exfoliation. We recommend starting slowly, but don’t worry. The results are worth it, as you’ll see brighter, more rejuvenated, and more even skin.
Sometimes all you need to get things back on track is a moisturizer that moisturizes and protects. It’s loaded with skin-mimicking natural moisturizing factors, plant-based phytoceramides, and others that work to strengthen skin lipids and be super nourishing.
Thanks to TikTok, this gem has become something of a multifunctional hero. It’s packed with exfoliating glycolic acid and is known to work wonders on your face as well as your armpits and feet. This solution leaves your skin smooth, even, and more radiant.
This time it’s a viral purchase aimed at its effects on hair. With the help of peptides and caffeine, it aims to restore hair density and give the illusion of fuller, thicker and healthier hair. It’s lightweight, so it’s also suitable for fine hair.
Renee Washington, Digital Fashion and Beauty Assistant at Grazia said: “I’m more of a thick consistency cream person, but this lotion is on the lighter side.” However, the light texture actually builds up easily with other products and isn’t sticky at all. I had never used inulin before, but my skin had no problems with it. Overall, it is an affordable and effective cream that works well. It keeps your skin moisturized without feeling heavy, making it the perfect balance for daily use. ”
Sameeha Shaikh is a beauty writer at Grazia, working across categories to bring you insight into the latest trends, industry news, and must-know products that may or may not be trending (and most likely are). I will.
