The Ordinary


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The Ordinary, a skin-care line, aims to undercut the rest of the booming beauty market by selling luxury ingredients at wholesale prices. He figured that word would spread gradually through beauty circles. Instead, orders flooded in at a pace much faster than his Canadian lab could meet, and products started to accumulate long wait lists.

When the company announced, in early , that it was introducing a seven-dollar foundation that would rival the most expensive formulations at department stores, the wait list swelled to more than seventy-five thousand names. Nobody plans a waiting list. But skin care is, in many ways, the new cult clutch, and Truaxe has cannily tapped into the exploding market. Most contain just one ingredient —salicylic acid, ascorbyl glucoside, matrixyl—and customers are encouraged to devise their own regimens, concocting magic potions with a squirt from bottle A, a drop from bottle B.


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The brand further foments this obsession on its Web site, which is stuffed with detailed descriptions of chemical compounds that often need deciphering from the online hoard. The lure of the Ordinary is that it makes customers feel as though they have somehow beaten the system.

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To continue reading this article Subscribe Now Log In. Essentialist Today's Must Read. Latest Galleries. Guo Pei Couture Fall The Ordinary is an evolving collection of treatments offering familiar, effective clinical technologies positioned to raise pricing and communication integrity in skincare. The brand was created to celebrate integrity in its most humble and true form.

The Ordinary

Its offering is pioneering, not in the familiar technologies it uses, but in its honesty and integrity. The Ordinary is born to disallow commodity to be disguised as ingenuity. The Ordinary is "Clinical formulations with integrity". With over 20, products from more than top beauty and fragrance brands, you can find all your favourites in just one place.

Find out more. We work directly with leading beauty brands to bring you the best products, services and offers available.

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