We all know that much of the beauty industry likes to create a product, put in some fancy packaging and whack on an inflated price tag – to be honest, the same goes for every commodity because, you know, brands want a big profit margin.
But new skincare brand The Ordinary is doing it's bit to call BS on the extortionate prices in the beauty industry with it's efficacious no-nonsense, no-frills products at affordable prices which everyone's gone mad for.
In their own words, The Ordinary was created to ‘celebrate integrity in its most humble and true form’. Speaking to the Telegraph founder Brandon Truaxe explained the thinking behind the brand saying, ‘The Ordinary brings to market ingredients that are well known, well proven, but typically overpriced and disguised as "new" innovation. There is nothing 'luxurious' or 'educated' about overpaying for commodity, no matter how effective that commodity is. Skincare is not like fragrance or fashion – it's functional and it's not about telling stories.’
The range currently has ten products with seven more 'coming soon' and prices start from £4.90 with the most expensive £12.70 which is obviously still a bargain. The cheapest product is the Vitamin C Suspension 23% + HA Spheres 2% (which totally rolls off the tongue) at £4.90, which is supposed to brighten skin and protect from the signs of ageing. Buffet, £12.90, is currently the most expensive and contains a variety of amino acids and peptides for an anti-ageing affect.
Skincare expert, faciliast and blogger Caroline Hirons also did a direct and honest Q+A with the brands founder, Brandon Truaxe in which he explained how they were able to produce high quality products at such low prices with the answer being, pretty much, that ingredients aren't as expensive as customers are led to believe .
The bottles do look quite scientific – no fancy packaging here – and in Caroline's interview Brandom does mention that 'it actually targets a very educated audience (just look at the product names) irrespective of budget who understands ingredients and does not allow marketing to win over very clear science', but don't be put off. There's an online regimen guide to the range which can help you decide which product is for you and how to use it.
According to Gill Sinclair, co-founder of Victoriahealth.com where the product is available to buy exclusively, within two weeks of launching 30,000 products had been sold, ‘It became an overnight global phenomenon and it has been said that this is one of the most important skincare launches in the history of the beauty industry.’
The top three products are Niacinamide 10% + Zinc PCA 1% (good if you suffer from acne or breakoutd), Hyaluronic Acid 2% + B5 (great for hydration) and Advanced Retinoid 2% (good for anti-ageing and if you have pigmentation).
Let's hope more beauty brands follow suit in providing customers with quality products that don't require an overdraft.
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This article originally appeared on The Debrief.