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The Sol Archives has changed to The Creator Arc – Shop journals, tools and services for content creators
Imagine being a Canadian immigrant software engineer with 3 failed businesses until… 2016 you launch the iconic “The Ordinary” Brand and now have a $2.2 billion valuation.
Brandon Truaxe, founder of Deciem and its cult brand The Ordinary. Image: Craig Henry
About
Clinical formulations with integrity.
Known for its affordable and science-backed skincare products, it disrupted the industry by offering transparency in ingredient formulations.
like2b.uy/theordinary
How He Got the Idea:
The Ordinary is a popular skincare brand that has gained significant recognition for its affordable yet effective products. Founded by Brandon Truaxe, the company is a part of DECIEM, which is an umbrella organization that houses multiple beauty brands.
The story of The Ordinary began in 2013 when Brandon Truaxe identified a gap in the skincare market. He noticed that many high-end skincare products were priced exorbitantly, often containing similar ingredients as their more affordable counterparts. Truaxe believed that transparency and accessibility should be the cornerstones of skincare, and he set out to create a brand that offered effective formulations at affordable prices.
How it Started:
In 2016, The Ordinary was officially launched by DECIEM. The brand aimed to simplify skincare by focusing on key ingredients and removing unnecessary additives. Their products were formulated with clinically proven active ingredients, offering solutions for various skin concerns such as aging, acne, and hydration.
One of the key aspects that set The Ordinary apart was its straightforward product naming and labeling. Instead of fancy marketing jargon, the brand used simple and direct names that clearly indicated the main active ingredient and its concentration. This transparency resonated with consumers who were seeking more information about the products they used on their skin.
The Ordinary quickly gained traction through word-of-mouth marketing and positive reviews from beauty enthusiasts and skincare professionals. Social media played a significant role in the brand’s growth as influencers and skincare enthusiasts shared their experiences and recommendations, further boosting its popularity.
In addition to its affordable prices, The Ordinary’s success can be attributed to its disruptive marketing strategy. The brand embraced a minimalistic aesthetic, focusing on the quality of its products rather than elaborate packaging or advertising campaigns. This approach appealed to consumers who were looking for effective skincare solutions without the unnecessary frills.
As The Ordinary gained momentum, the brand expanded its product range to include a wide array of skincare treatments, including serums, acids, moisturizers, and sunscreens. They continued to prioritize ingredient transparency, providing customers with detailed information about each product’s formulation and suggested usage.
The brand’s success caught the attention of major retailers, and The Ordinary’s products became available through partnerships with well-known beauty and skincare retailers worldwide. This increased accessibility further fueled the brand’s growth and allowed more people to experience the benefits of their products.
How It’s Going Today
Today, The Ordinary continues to thrive as a leading skincare brand. Its commitment to transparency, affordability, and effective formulations has earned it a loyal customer base. The brand’s success has also led to the expansion of DECIEM’s other beauty brands, solidifying its position as a disruptive force in the beauty industry.
The Ordinary’s story showcases how a skincare brand can disrupt an industry dominated by expensive products and complex marketing strategies. By prioritizing transparency, affordability, and ingredient-driven formulations, The Ordinary has carved out a unique space in the market, catering to the needs of skincare enthusiasts around the world.
Rest in Peace legend, icon, Brandon Truaxe
The Ordinary offers a range of popular skincare products that have gained a significant following. Here are some of their well-known products:
The Ordinary Niacinamide 10% + Zinc 1%: This serum contains a high concentration of niacinamide (vitamin B3) and zinc, which work together to regulate sebum production, minimize the appearance of pores, and improve the overall texture of the skin.
The Ordinary Hyaluronic Acid 2% + B5: This hydrating serum combines hyaluronic acid, a powerful humectant that attracts and retains moisture, with vitamin B5 to enhance skin hydration and promote a plump, supple complexion.
The Ordinary AHA 30% + BHA 2% Peeling Solution: This exfoliating mask contains a blend of alpha hydroxy acids (AHAs) and beta hydroxy acids (BHAs) that help to resurface the skin, unclog pores, improve skin texture, and reduce the appearance of blemishes.
The Ordinary Retinol 0.5% in Squalane: A gentle yet effective retinol serum that helps promote skin renewal, reduce the appearance of fine lines, and improve skin tone and texture. It is formulated with squalane, which provides lightweight hydration.
These are just a few examples of the popular products offered by The Ordinary. They have a wide range of treatments, serums, moisturizers, and other skincare essentials, each formulated to target specific skin concerns.
2013: Brandon Truaxe, the founder of DECIEM, identifies a gap in the skincare market and starts developing the concept for The Ordinary.
2016: The Ordinary is officially launched by DECIEM, offering affordable skincare products with a focus on ingredient transparency and simplicity. The brand gains attention for its no-frills approach and affordable pricing.
2017: The brand continues to grow in popularity, with its products garnering positive reviews and recommendations from skincare enthusiasts, beauty bloggers, and professionals. The Ordinary gains a loyal customer base through word-of-mouth marketing.
2018: The brand expands its product range, introducing new formulations and targeting specific skin concerns such as acne, aging, and hydration. The Ordinary’s affordable yet effective products continue to resonate with consumers.
2018-2019: DECIEM faces internal challenges and organizational changes. Brandon Truaxe, the founder of DECIEM and The Ordinary, passes away in January 2019. The brand and the company experience a period of transition during this time.
2020: DECIEM restructures its management team and operations following the passing of Brandon Truaxe. Nicola Kilner is appointed as CEO, and the brand continues to operate under the DECIEM umbrella.
2021: The Ordinary maintains its popularity as a disruptor in the skincare industry. The brand expands its global reach, partnering with various retailers to make its products accessible to a wider audience. The Ordinary continues to release new products and innovate in the skincare market.
Word-of-Mouth Marketing: The Ordinary leveraged the power of word-of-mouth marketing by creating products that delivered noticeable results at an affordable price. Their straightforward and transparent approach resonated with consumers, who shared their positive experiences with friends, family, and online communities. This organic advocacy helped spread awareness and build trust in the brand.
Influencer Collaborations: The Ordinary collaborated with influential figures in the beauty and skincare industry to promote their products. They partnered with well-known beauty bloggers, skincare experts, and influencers who had a dedicated following. These collaborations included sponsored content, product reviews, and recommendations, which increased brand visibility and credibility among the influencer’s audience.
Product Education and Empowerment: The Ordinary focused on educating consumers about skincare ingredients, formulations, and their benefits. They provided detailed information about each product on their website and packaging, explaining the active ingredients, their concentrations, and recommended usage. By empowering consumers with knowledge, The Ordinary positioned itself as a brand that prioritized transparency and helped customers make informed decisions about their skincare routines.
Additionally, it’s worth mentioning that The Ordinary’s minimalist packaging and branding also played a role in their marketing strategy. The brand’s simple and clean aesthetic stood out in a market dominated by elaborate and visually busy packaging. This minimalistic approach aligned with their message of offering effective skincare without unnecessary frills, further attracting customers seeking straightforward and reliable products.
These strategies, combined with The Ordinary’s disruptive pricing and commitment to transparency, helped the brand grow and gain a strong foothold in the skincare market.
Once upon a time, a visionary mind did see,
A gap in skincare, where prices didn’t agree,
Brandon Truaxe was his name, a man with a plan,
To create a brand that would truly understand.He noticed the industry, with its luxurious facade,
Expensive creams and lotions, just a marketing facade,
“Why should effective skincare come at such a high cost?”
Brandon thought, as he delved into this quest, not lost.With passion in his heart, he set out to disrupt,
To create a brand that would never corrupt,
Transparency and affordability, his guiding light,
He aimed to give every person a skincare delight.And thus, The Ordinary was born, with a purpose so clear,
To offer effective products, without any fear,
No extravagant packaging or marketing fuss,
Just quality ingredients, and prices for all of us.Brandon knew that knowledge was power indeed,
So, he shared it with customers, planting a seed,
He labeled his products, simple and direct,
With key ingredients and concentrations to respect.Word-of-mouth began to spread, like a wildfire’s embrace,
Customers talked about The Ordinary’s grace,
From blogs to beauty gurus, their praises did sing,
Affordable, effective skincare was no longer a fling.As time went by, The Ordinary gained might,
Customers embraced the brand, day and night,
Their skincare routines were simplified, made clear,
With products that banished doubts and fear.The brand continued to thrive, expanding its reach,
Through partnerships and collaborations, the growth did breach,
Influencers and experts shared their love and devotion,
Creating a community that fueled the brand’s promotion.Today, The Ordinary stands tall, a skincare champion,
A brand that’s transformed the industry’s perception,
With affordable products that deliver on their claims,
It’s become a beacon of hope, shedding beauty’s chains.Brandon’s legacy lives on, inspiring others anew,
To disrupt and challenge, to create something true,
The Ordinary’s story, a tale of innovation and might,
A brand that proves skincare can be a shining light.So, let us celebrate this brand’s remarkable quest,
With its transparent formulations, they truly impressed,
The Ordinary, a revolution in skincare’s domain,
Forever changing the game, it shall forever remain.
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