The Ordinary Expands Into an Entirely New Product Category
The Ordinary's debut body-care product lineup.
Photo: Courtesy of The Ordinary
The Ordinary, Deciem's golden child, beloved for its modestly-priced, ingredient-focused skin care, is getting into a new product category: body care. On Tuesday, the brand — whose parent company was acquired by The Estée Lauder Companies earlier in the summer — introduced the collection with three SKUs: a salicylic acid body serum, a niacinamide face and body emulsion and an inulin body lotion, each of which will retail for $15 or less.
"Our body-care collection has been formulated to echo our mission to democratize skin care and our ongoing commitment to meet the needs of our community while maintaining our core principles of transparency, efficacy and honest prices," Nicola Kilner, CEO and co-founder of The Ordinary and Deciem, tells Fashionista. "The body can often be overlooked in daily skin-care regimens, yet it requires just as much care and attention... We created a collection of products that embodies the same philosophy that has driven all of our formulations — using proven, science-backed ingredients in high-quality formulations."
The step is the result of consumer demand from the brand's vocal fan base, she adds. "We have always listened closely to our community, and we understood the desire for effective body products," she says. Like the brand's skin-care range, the body collection focuses on "active ingredients and removing unnecessary elements like fragrances, texture agents and over-complex packaging," says Kilner. "Our formulations always focus on quality and effectiveness, while echoing our commitment to transparency and authenticity. Our body collection is no different and features some of our community's most-loved ingredients: salicylic acid and niacinamide, formulated and tested specifically on the body."
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In addition these time-honored hero ingredients, The Ordinary is also branching out into a new one: Inulin, the star of its new body lotion, hasn't been used by the brand before. "It's a prebiotic that helps maintain a healthy skin microbiome and supports the moisture barrier, enhancing the overall effectiveness of our body-care range," explains Kilner.
Beyond community demand, Kilner notes that expansion is a focus for the brand: "We wanted to leverage our expertise and popular ingredients in new ways — and apply our science-led approach to a wider range of skin-care needs."
The Ordinary's Body Collection is exclusively available at TheOrdinary.com and in The Ordinary stores. Keep scrolling for a closer look at each of the debut body-care products, along with pricing.
Photo: Courtesy of The Ordinary
Photo: Courtesy of The Ordinary
Photo: Courtesy of The Ordinary
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