The Ordinary, which offers skincare treatments that promise "clinical formulations with integrity," has officially returned to Sephora. The brand, which is owned by DECIEM, announced last month that it would be relaunched by the online beauty retailer. The brand's fate has been uncertain ever since Estée Lauder, a minority investor, prevailed in a lawsuit to eject founder Brandon Truaxe as a result of his erratic online behavior. Truaxe is reportedly still a 29 percent owner of DECIEM but no longer participates in the day-to-day activities of the business.
Currently, there are 17 beauty products from The Ordinary for sale at Sephora.com, including The No-Brainer Set, a three-piece kit that features The Ordinary's Natural Moisturizing Factors + HA, Granactive Retinoid 2% Emulsion, and "Buffet." The set is meant to treat fine lines and wrinkles, dryness and dullness and uneven skin texture.
The following The Ordinary products are also available exclusively online at Sephora.com – Glycolic Acid 7% Toning Solution, an exfoliating toning solution with seven percent glycolic acid, amino acids, aloe vera, ginseng, and tasmanian pepperberry that treats skin dullness and uneven texture; 100% Organic Cold-Pressed Rose Hip Seed Oil, a daily support formula with 100 percent high-purity, sustainably-sourced, organic, cold-pressed rosehip seed oil that reduces the signs of photo-aging and many other skin conditions; and Vitamin C Suspension 30% in Silicone, a water-free, stable suspension of 30 percent pure l-ascorbic acid in light silicones that eliminates uneven skin tones, as well as fine lines and wrinkles.
After earning an estimated $20.4 million in wholesale figures in November, The Ordinary should be able to easily regain its footing in the beauty industry. The company has also announced plans to expand across cities in the US like Los Angeles and Chicago, as well as in countries like Spain, Italy, Poland, and the Netherlands.
The Ordinary will also be available at a shop-in-shop scheduled to open at Galeries Lafayette Haussmann in Paris, and there are plans to debut at 37 Galeries Lafayette stores in France. DECIEM was recently launched at Myer Melbourne, where seven of the top ten bestselling beauty products are from The Ordinary.
Mark Lugris is a Contributing Writer to The Talko. A University of Connecticut graduate with a BA in English and Creative Writing, Mark has worked as a Reporter and Editor for news publications in Connecticut and Boston. He was the Editor-in-chief of PopGuide, a travel and lifestyle magazine in Madrid, Spain, and was the Online Public Relations and Communications Manager for Swarovski in Switzerland. Since 2016, Mark has been the CEO and Content Director of Lugris Communications. A mid-century modern design enthusiast, film and photography fan, dog lover, and an avid traveler, you can follow Mark on Twitter @Mark_Lugris, check out his blog midcenturymoddesign.tumblr.com, or contact him directly at marklugris@gmail.com.