The Ordinary

The Ordinary is a skincare brand under DECIEM Beauty Group Inc., based in Canada. Known for "clinical formulations with integrity", it offers ingredient-focused products at accessible prices. DECIEM was gradually taken over—and now fully owned—by Estée Lauder Companies (ELC).

Brand & Philosophy

The Ordinary emphasizes transparency in ingredients, pricing, and purposes. It avoids flashy marketing and instead focuses on effective, no-frills formulas for skin concerns (e.g., serums with niacinamide, hyaluronic acid, retinoids).

Ownership & Structure

DECIEM, headquartered in Toronto, launched The Ordinary in 2016. Estée Lauder took a majority stake in 2021 and completed full acquisition in 2024 for approximately US $860 million.

Strengths

• Transparent labeling and ingredient-first strategy.
• Affordable pricing compared to typical clinical skincare.
• Strong parent backing (ELC) ensures global distribution and supply stability.

Limitations

• Limited physical stores in Canada; mostly online or in partner retailers.

Conclusion

For consumers in Canada seeking effective, science-driven skincare without inflated costs, The Ordinary is a reliable and honest choice. Its acquisition by Estée Lauder adds institutional support while preserving its original philosophy.