True to their name, The Abnormal Beauty Company likes to do things differently.
Deciem recently introduced a new line, The Ordinary, to their evolving repertoire. They bill it as Clinical formulations with integrity.
The concept is simple: functional, effective products at reasonable prices. It only seems extraordinary because we have become accustomed to exorbitant prices for skincare: For instance, Crème de la Mer will set you back $215 for the smallest 30 ml jar and $2,600 for the largest 500 ml pot. With its miracle broth it promises skin that looks virtually ageless. We aren’t even sure what that means. But with The Ordinary, the products are familiar, not pioneering; the technologies are not groundbreaking, but the approach — honesty and integrity — is.
The Ordinary lineup currently consists of 18 products, with a couple more launching soon. These are clinical-quality products at very very modest prices.
The Ordinary brings to market ingredients that are well-known but typically overpriced and disguised as ‘new’ innovation. There is nothing luxurious or educated about overpaying for commodity.
~ Brandon Truaxe, Deciem founder
Some in the industry have hailed The Ordinary as an overnight global phenomenon (Gill Sinclair, Victoria Health), and beauty bloggers have raved and recommended, causing shortages and sellouts. In other words, a frenzy. The Ordinary sold 30,000 units within the first two weeks of launching. Consumers, it seems, are embracing The Ordinary .
Deciem recommends using a maximum of three serum formulations in a single regimen and to use them before a cream or oil for maximum absorption. Here are the ones that I am trying, and loving for their ordinariness.
VITAMIN C SUSPENSION 23% + HA SPHERES / $5.80 CD
Vitamin C is an effective antioxidant for reversing multiple signs of skin ageing and brightening the skin.
ADVANCED RETINOID 2% / $9.80 CD
This hero product combines two forms of next-generation retinoids which reduce the signs of ageing without irritation.
To Use: Apply in the P.M. Use sunscreen in the A.M.
HYALURONIC ACID 2% + B5 / $6.80 CD
Restores hydration and plumpness to the skin and boosts softness and elasticity.
To Use: Apply AM and PM before your moisturiser or oils.
MATRIYXL 10% + HA / $11.50 CD
A high-strength peptide serum proven to reduce the look of static and dynamic wrinkles.
So yep, just ordinary.
Good skincare everyone can afford.
We shouldn’t be impressed, but we are anyway.
A new standard has been set for ordinary.
A guideline for all products see here.