Exclusive: The Ordinary's Potent Skincare Range Is About To Launch In The Middle East (2024)

Exclusive: The Ordinary's Potent Skincare Range Is About To Launch In The Middle East (1)

Cult favorite skincare brand, The Ordinary, launches exclusively at Sephora Middle East on the 1st of February, introducing to the region its range of active formulations. The often-viral skincare brand is known for taking the beauty industry’s most effective ingredients and simplifying marketing speak to highlight straight-forward, yet potent formulas.

“We have had our eyes on the Middle East as a new home for The Ordinary for some time now and are thrilled that the launch is finally here,” shares Nicola Kilner, co-founder and CEO of The Ordinary. “Making the products available in the Middle East means allowing the skincare consumer to have access to our products and allows us to share education locally around regimen building and choosing the right technologies for the right concerns. It took time, but we wanted it to be perfect.”

Exclusive: The Ordinary's Potent Skincare Range Is About To Launch In The Middle East (2)

Nicola Kilner

From the gentle Squalane Cleanser, to the intensive AHA 30% + BHA 2% Peeling Solution – the viral blood-red facial peel infamous for separating overly confident TikTokers from their epidermis – The Ordinary has made its mark as a beauty industry leader. Advocating for transparency in marketing and consumer education, the brand has developed a range known for addressing our most pressing complexion concerns with proven formulas and prescriptive skincare routines. In addition to skincare favorites, The Ordinary also offers products for the body and hair.

Speaking exclusively to Vogue Arabia ahead of The Ordinary’s regional launch at Sephora Middle East, Kilner explains why Arab skincare fans should be paying close attention to what exactly goes into our serums.Exclusive: The Ordinary's Potent Skincare Range Is About To Launch In The Middle East (3)

What makes The Ordinary stand out from other skincare brands?
We were watching brands, big and small, continue to disguise commodity innovation for ingenuity through creative use of packaging, communication, and pricing. In the world of healthcare, nobody can charge €150 for aspirin; but in the world of beauty you could easily find virtually the same formulations ranging from €5 to €500 plus. The Ordinary was designed to communicate with authenticity and integrity, and bring to market effective, familiar, and scientific-led technologies at an honest price point. We set out on a mission to bring transparency to the beauty industry and in doing so, have noticed an increase in audiences becoming more aware of ingredients and what they are putting on their skin, educating themselves on their skin type, concerns and how to use certain ingredients.

The Ordinary’s goal is to provide educational skincare to the consumer, providing unbiased scientific information about the ingredients within our products. We want to empower the consumer to make their own informed decisions when it comes to creating their skincare regimen, to best suit their specific needs.

Exclusive: The Ordinary's Potent Skincare Range Is About To Launch In The Middle East (4)

What are the main skin concerns you anticipate for clients in the region?
From the conversations we’ve had with our local audience on our owned platforms, the major skin concerns consumers want to target are pores and oiliness. Niacinamide 10% + Zinc 1%, our global best seller, is a highly efficacious and proven formulation that targets the reduction of congestion, blemishes, and excess oil. It also aids with overall brightness. For anyone experiencing dark circles and puffiness in the eye contour, Caffeine Solution 5% + EGCG would be your go to product.

We also know local consumers are looking for options to target signs of ageing. Hyaluronic Acid 2% + B5, another one of our hero products, provides multi-depth hydration and plump the skin. Multi-Peptide + HA Serum is also an amazing formula to smooth, improve elasticity and reduce the appearance of crow’s feet.

Finally Glycolic Acid 7% Toning Solution, one of The Ordinary’s much-loved products, is suitable for those who are looking to target uneven skin tone and achieve skin clarity and visible radiance.

Which The Ordinary product do you predict becoming a favourite here?
Our Multi-Peptide Serum for Hair Density is one of my personal favourites and has been a part of my hair care regimen for as users see visible results, and can plug into their regimen as and when they need. This serum is a leave-on formula that provides fuller, denser, healthier-looking hair. We have also launched our Multi-Peptide Lash and Brow Serum in the Middle East which has gone viral globally and is a new staple for many of our customers. It supports the volume and fullness of lashes and brows with continued use, in addition to providing protection and nourishment.

Exclusive: The Ordinary's Potent Skincare Range Is About To Launch In The Middle East (5)Some of The Ordinary products are quite strong, leading to users “overdosing” their skin. How should those new to the brand proceed with finding products which suit them?
Creating a regimen from scratch can be overwhelming considering the amount of options in ingredients and treatments available for multiple skin concerns. I would advise following The Ordinary’s simple 3-step regimen approach: prepare, treat, and seal.

Prepare the skin by removing impurities with Squalane Cleanser, a gentle cleanser that leaves skin feeling clean, but not stripped of its natural oils. Then treat your skin with a serum that suits your skin’s needs. We recommend using one to two serums, and to start with the one targeting your most important need. For example, if the skin is feeling dry and dehydrated, Hyaluronic Acid 2% + B5 is recommended for a hydrating and plumping effect. Finally, seal the actives from the previous steps by applying a moisturizer, such as Natural Moisturizing Factors + HA, a lightweight and non-greasy formula that sits flawlessly underneath SPF and makeup.

What is your personal favourite product from The Ordinary?
I have many! Currently, my favourite – that my regimen cannot go without is the Multi-Peptide Serum + HA. It literally does everything in one serum. As my mornings can be a little busy with my two small children, I love knowing I can just put that on, and it is targeting multiple concerns at once.

Exclusive: The Ordinary's Potent Skincare Range Is About To Launch In The Middle East (2024)


Exclusive: The Ordinary's Potent Skincare Range Is About To Launch In The Middle East? ›

Exclusive: The Ordinary's Potent Skincare Range Is About To Launch In The Middle East. Cult favorite skincare brand, The Ordinary, launches exclusively at Sephora

The company was founded in Limoges in 1969 and is currently based in Neuilly-sur-Seine, France. Sephora is owned by luxury conglomerate LVMH as of 1996. The name comes from the Greek word meaning beauty, sephos, and the Greek spelling of Zipporah (Greek: Σεπφώρα, Sepphōra), wife of Moses.
https://en.wikipedia.org › wiki › Sephora
Middle East on the 1st of February, introducing to the region its range of active formulations.

Which country made The Ordinary skincare? ›

The Origins of "the Ordinary"

this not so Ordinary brand was born in the vibrant city of Toronto, Canada, under the umbrella of DECIEM, a Canadian company founded by the visionary Brandon Truaxe. Their mission? To turn the skincare industry upside down with their no-frills products packed with powerhouse ingredients.

Is The Ordinary related to Israel? ›

The Ordinary is owned by Estee Lauder, who's ownership, especially Ronald Lauder, has extremist zionist views and financially and politically supports Israeli occupation of Palestinian land. Don't buy products from The Ordinary. Don't work for Estee Lauder brands.

Is The Ordinary from Korea authentic? ›

All Authentic The Ordinary products have a batch code printed in blue on the bottom of the box as well as directly on the bottle to verify the batch it came from. The Korean batch code will include a manufactured date beginning with MFG on the box.

Is The Ordinary owned by Estee Lauder? ›

Estée Lauder's newest acquisition is Deciem, parent company of six brands including their most popular one: The Ordinary. Estee Lauder already owned about 28% of Deciem and just signed a deal to acquire the remaining of the company throughout a 3-year period.

Why is ordinary so cheap? ›

The Ordinary don't have collections of products they deem "anti-aging miracles", in fact The Ordinary simply explain what their products do with no misleading claims. The marketing costs from The Ordinary is much less than other cosmetics companies. Their costs simply go on testing and producing the products.

Where is The Ordinary shipped from? ›

The items with English packaging are sourced directly from DECIEM HQ (the Ordinary parent company) in Canada and shipped from our warehouse in Hong Kong whereas the items with Korean packaging are sourced from DECIEM's official distributor in Korea.

Why are people boycotting The Ordinary? ›

The Ordinary is associated with Estee Lauder, a company that is boycotted due to its CEO Ronald S. Lauder's support for Israel and his involvement in the Israeli settlements.

Who is the co owner of The Ordinary? ›

“The initial reaction to The Ordinary was quite skeptical,” says Nicola Kilner, CEO and Co-Founder of The Ordinary by DECIEM.

Is Cerave an Israeli brand? ›

Back in Medan, Phany said beauty brands La Roche Posay and Cerave, both of which are based in New York, have been most affected. The brands are owned by beauty giant L'Oreal, which has a commercial presence in Israel and has partnered with Israeli companies.

Does Kim Kardashian use The Ordinary? ›

And it turns out, she's just as obsessed with The Ordinary as the rest of us. The budding beauty mogul knows a lot about beauty. In addition to having her own line of cosmetics, Kardashian West spends serious time around (and collaborates with) some of the industry's top experts.

Why is The Ordinary so popular? ›

The Ordinary has revolutionised the beauty and skincare industry ever since the brand launched in 2016. The Ordinary's popularity has gone Worldwide, driven by it's popularity with celebrities users and it's explosion on social media.

Is The Ordinary good or not? ›

The Ordinary Natural Moisturizing Factors + HA

And at under 15 quid, you can't really go wrong! Plus, it's oil and fragrance-free, making it a winner for all skin types – even the sensitive, excess sebum-producing girlies among us.

What happened to The Ordinary company? ›

Talking to DOAC, Nicola revealed she was only told that he had died through a media inquiry. Now, DECIEM and The Ordinary are thriving and Nicola is still CEO. Estée Lauder bought a majority stake in DECIEM in 2021 for $1billion and the brand continues to grow.

Which country made The Ordinary products? ›

Which country is The Ordinary from? The Ordinary is a skincare brand that was founded in Toronto, Canada by Brandon Truaxe, a Canadian entrepreneur.

Did L'Oréal buy The Ordinary? ›

In a strategic move that has sent ripples through the beauty industry, In June 2017, Estée Lauder Companies Inc. (NYSE: EL) made a surprising move by acquiring the Canadian beauty company DECIEM, the parent company behind the immensely popular skincare brand, the Ordinary.

Who is the owner of Ordinary products? ›

The Ordinary CEO on democratizing the beauty industry one serum at a time. The Ordinary took a different approach when it launched its skincare line, opting for a simple approach that puts the customers in charge. It's a method that has paid off for CEO and Co-Founder Nicola Kilner.

Is Ordinary sold in China? ›

The company's sales are expected to triple in 2022, Crea said. SuperOrdinary has helped brands including Drunk Elephant and The Ordinary expand into China, and has been building out those operations for several years.

Who is DECIEM owned by? ›

DECIEM | Esteé Lauder Companies.

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