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.
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🍊100% L-Ascorbic Acid Powder is a very fine powder (that comes with the cutest little spoon) which targets uneven tone, signs of aging and dullness. This powder can be mixed into any of your treatments (that are not highly acidic, contain Niacinamide, peptides or EUK 134) for a boost of Vitamin C. As with any highly concentrated pure Vitamin C, a tingling sensation is to be expected. 🍊Vitamin C Suspension 23% + HA Spheres 2% consists of stable L-Ascorbic Acid that visibly targets uneven skin tone, dullness, textural irregularities and signs of aging all in one. It may feel a bit gritty for a few seconds after application due to the high exposure of fine Vitamin C powder - if you prefer to avoid this gritty feel but love the high concentration offered by a suspension, please explore our Vitamin C Suspension 30% in Silicone or our 100% L-Ascorbic Acid Powder. Like the other pure Vitamin C counterparts, we do not recommend using this formula with EUK 134, peptides or Niacinamide. We suggest applying Suspensions as the final step of your routine.
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.
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🍊Vitamin C Suspension 30% in Silicone offers a silky texture on the skin despite the suspension format of the formulation. Due to the volatile silicone base, the product does not impart any powdery feel on the skin. A higher 30% concentration ensures direct exposure to the highly potent Vitamin C. Avoiding the short-lived gritty feeling that comes with Vitamin C Suspension 23%, this is a great option for high potency with a smooth finish. This should be applied as the final step of your routine in the PM, ideally, when you are not using peptides, Niacinamide or EUK 134. 🍊Ascorbyl Tetraisopalmitate Solution 20% in Vitamin F (ATS20 ) is a high-strength oil solution that visibly targets uneven skin tone, dullness and signs of aging whilst also offering surface hydration. It plays very nicely with other products and should be applied after water-based serums, before oils and creams. ATS20 is a great choice for those who prefer an oil format and are focused on brightening. 🍊Ascorbic Acid 8% + Alpha Arbutin 2% combines two of the most powerful brightening agents in skincare; pure Vitamin C (Ascorbic Acid) and Alpha Arbutin. Vitamin C and Alpha Arbutin are less stable in formulations that contain water and use of them combined in formulations containing water is highly discouraged, which is why this format is anhydrous and may feel oily for a few seconds after application. Like its counterparts, this shouldn't be used alongside Niacinamide, peptides or EUK 134. We recommend applying after water-based serums, before oils and creams. 🍊Ascorbyl Glucoside Solution 12% is a brightening, water-based serum format of the Vitamin C derivative Ascorbyl Glucoside to help visibly target uneven skin tone, dullness and signs of aging. Ascorbyl Glucoside has been shown to offer specific skin brightening benefits. It has no conflicts and plays nicely with other products. It can be applied as a water-based serum (before anhydrous, oils and creams).
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.
In addition, DECIEM hopes to develop The Ordinary Pharmaceuticals, an over-the-counter skin care collection, which will feature products like benzoyl peroxide, hydrocortisone, and much more.