The Ordinary: Skincare Rooted in Science and Integrity

The Ordinary is a skincare brand under DECIEM, committed to transparency, integrity, and innovation. It focuses on clinical formulations with integrity, offering effective, science-backed products at affordable prices. Read More

Disrupting the traditional beauty landscape, The Ordinary challenges inflated pricing and misleading marketing by delivering potent, targeted treatments without the fluff. Each product features hero ingredients—like niacinamide, retinol, and hyaluronic acid—clearly labeled and backed by research.

With a minimalist approach to both packaging and formulation, the brand empowers consumers to make informed skincare decisions based on efficacy rather than branding trends. Built on honesty and education, The Ordinary has become a trusted leader in accessible, functional beauty.