Bangkok, Thailand 30 January 2025 - The Ordinary offers a science-first approach to skincare with an ever-evolving collection of treatments offering familiar technologies at effective concentrations and sensible price points.
Since launching in 2016, The Ordinary skincare quickly grew to ‘cult’ beauty status due to its quality ingredients and transparent communication. Fast-forward to now, The Ordinary products have secured a spot in many beauty enthusiasts’ bathroom cabinets. Born out of frustration, The Ordinary was created to highlight a lack of integrity around pricing and communication in the world of beauty. Nicola Kilner, CEO and Co-Founder says “As the Abnormal Beauty Company, one of our principles is to bring transparency, and honesty to our audience. I am particularly excited about our launch in Thailand as I know how educated the Thai consumer is around skincare ingredients. That is exactly what we want to encourage, for people to know exactly what they are putting on their skin and understand if they are overpaying for formulations.”
The Ordinary set out to lead a more transparent narrative through pricing, ingredients, and efficacy in the beauty industry. When the brand was unveiled in 2016, many assumed that a brand with such simple packaging and sensible prices would be deemed as “ineffective”. However, The Ordinary let the formulas speak for themselves. The popularity of single-ingredient skincare was catapulted by The Ordinary’s success with ingredient-led skincare becoming one of the beauty industry’s biggest disruptions in recent years. TikTok in particular has become a catalyst for consumers increased appetite for skincare, with #skintok reaching over 33B views to date. #TheOrdinary has reached 6.3B views on the platform, making it one of TikTok’s most-searched skincare brands with some of its much-loved products reaching viral status.
Pricing and Efficacy of The Ordinary Products
One of the first questions about The Ordinary tends to be “How is it so affordable?” Well, it’s not as complicated a reason as one might think. The Ordinary focusses on single-ingredient skincare, and according to DECIEM’s Chief Scientific Officer Prudvi Mohan Kaka, “single-ingredient formulations offer consumers versatility, as they are able to hand-pick the specific ingredients that will best target their main concerns, and layer them accordingly."
How does this then factor into affordability? The technologies offered within The Ordinary are effective and well-studied, but a formulation containing them simply doesn’t cost so much to make. As they are not new concepts, they are commodity ingredients. The Ordinary is innovative in its transparent communication and pricing strategy. The formulas, although effective, are actually very ordinary.
Pricing and Efficacy of The Ordinary Products
One of the first questions about The Ordinary tends to be “How is it so affordable?” Well, it’s not as complicated a reason as one might think. The Ordinary focusses on single-ingredient skincare, and according to DECIEM’s Chief Scientific Officer Prudvi Mohan Kaka, “single-ingredient formulations offer consumers versatility, as they are able to hand-pick the specific ingredients that will best target their main concerns, and layer them accordingly."
How does this then factor into affordability? The technologies offered within The Ordinary are effective and well-studied, but a formulation containing them simply doesn’t cost so much to make. As they are not new concepts, they are commodity ingredients. The Ordinary is innovative in its transparent communication and pricing strategy. The formulas, although effective, are actually very ordinary.
We Share Our Voice
The Ordinary was founded on principles of authenticity and transparency, and the unclear definition of “clean beauty” directly contradicts these values by encouraging marketing to lead over very clear science, so in 2020, The Ordinary launches its campaign “Everything is Chemicals” to demystify chemistry and the concept of “toxic”.
Further to this, The Ordinary shared a stance on celebrities launching skincare brands in an Instagram post called “We are scientists - not celebrities.” The Ordinary will always celebrate and encourage new energy and creativity in this industry — as long as it doesn’t threaten the responsible, clear and impactful future of beauty that so many brands are working to build.
As a big(ish) brand that was a small brand not so long ago, The Ordinary has to speak up when valuable space is being filled by of-the-moment projects that will not push skincare and science forward.
Lead with Kindness
Another frequent enquiry is whether or not The Ordinary is a vegan and cruelty-free line of products. The Ordinary has obtained its certified vegan status from PETA, meaning none of the products under The Ordinary test on or use ingredients provided by animals.
This was one of the first steps in The Ordinary’s goal of growing as a sustainable company and becoming a catalyst for a good push in society. Other sustainable initiatives include reducing emissions, renewable energy, carbon offsets, and repurposing products that cannot be sold. The Ordinary is fully committed to the Planet, People, and Animals and aims to foster a positive social and environmental impact and is committed to responding to current events that impact the aforementioned pillars with The Good Fund and The Community Fund. These funds ensure The Ordinary is continually committed to taking a human approach to our giving, ensuring that organizations, big and small will be positively impacted.
We were founded on transparency, and we believe that any business based on consumption (including ours) cannot be fully sustainable within the current limits of sustainability in business. We are continually working hard to ensure that we are minimizing our impact, but don’t have all the answers figured out, and we aim to be transparent about where we are on this journey. We believe that beauty is between us and the Earth and feel that working to do goods things better is common sense.
The Ordinary has officially launched in Thailand today and is now available at Sephora, EVEANDBOY, and Shopee.
Additional information about The Ordinary may be found at www.theordinary.com, Instagram @theordinary and TikTok @theordinary
The Ordinary was founded on principles of authenticity and transparency, and the unclear definition of “clean beauty” directly contradicts these values by encouraging marketing to lead over very clear science, so in 2020, The Ordinary launches its campaign “Everything is Chemicals” to demystify chemistry and the concept of “toxic”.
Further to this, The Ordinary shared a stance on celebrities launching skincare brands in an Instagram post called “We are scientists - not celebrities.” The Ordinary will always celebrate and encourage new energy and creativity in this industry — as long as it doesn’t threaten the responsible, clear and impactful future of beauty that so many brands are working to build.
As a big(ish) brand that was a small brand not so long ago, The Ordinary has to speak up when valuable space is being filled by of-the-moment projects that will not push skincare and science forward.
Lead with Kindness
Another frequent enquiry is whether or not The Ordinary is a vegan and cruelty-free line of products. The Ordinary has obtained its certified vegan status from PETA, meaning none of the products under The Ordinary test on or use ingredients provided by animals.
This was one of the first steps in The Ordinary’s goal of growing as a sustainable company and becoming a catalyst for a good push in society. Other sustainable initiatives include reducing emissions, renewable energy, carbon offsets, and repurposing products that cannot be sold. The Ordinary is fully committed to the Planet, People, and Animals and aims to foster a positive social and environmental impact and is committed to responding to current events that impact the aforementioned pillars with The Good Fund and The Community Fund. These funds ensure The Ordinary is continually committed to taking a human approach to our giving, ensuring that organizations, big and small will be positively impacted.
We were founded on transparency, and we believe that any business based on consumption (including ours) cannot be fully sustainable within the current limits of sustainability in business. We are continually working hard to ensure that we are minimizing our impact, but don’t have all the answers figured out, and we aim to be transparent about where we are on this journey. We believe that beauty is between us and the Earth and feel that working to do goods things better is common sense.
The Ordinary has officially launched in Thailand today and is now available at Sephora, EVEANDBOY, and Shopee.
Additional information about The Ordinary may be found at www.theordinary.com, Instagram @theordinary and TikTok @theordinary
Prep, Treat, and Seal: Creating a Regimen with The Ordinary.
Creating a regimen from scratch can be overwhelming considering the amount of options available in ingredients and treatments for multiple skin concerns including: dullness, signs of aging, dryness, signs of congestion, and/or blemish prone skin. The Ordinary’s simple 3-Step regimen template can help demystify what creates an effective overall regimen.
1. Prep
Prepare the skin by removing impurities with a cleanser such as Squalane Cleanser, a gentle cleanser that leaves skin feeling clean but not stripped of its natural oils.
2. Treat
Treat your skin to a serum that suits your skin’s needs, for example, if the skin is feeling dry and dehydrated, Hyaluronic Acid 2% + B5 is recommended for a hydrating and plumping effect.
3. Seal
Lock in the aforementioned steps by applying a moisturizer such as Natural Moisturizing Factors + HA, a lightweight and non-greasy formula that offers effective hydration and barrier support.
A Guide to The Ordinary’s Most-Loved Products
1. Prep
Squalane Cleanser
Targets: Cleansing, Dryness
This award-winning cleanser is a gentle and hydrating cleanser formulated to target skincare, and makeup removal whilst leaving the skin feeling moisturized. The product begins as a balm-like texture that once rubbed between the palms for a few seconds transforms into an oil-like consistency. This can then be massaged into dry skin and rinsed.
This formula is designed to be gentle enough for daily use, without over- drying the skin, making it suitable for all skin types.
150mL | ฿950
Glucoside Foaming Cleanser
Targets: Cleansing, Dryness
Glucoside Foaming Cleanser is a gentle, foaming cleanser that effectively helps remove dirt and environmental impurities. This formulation helps maintain the skin’s moisture barrier, while also improving the look of skin clarity, skin texture, skin radiance, and suppleness with continued use. Formulated, and clinically proven, to be suitable for babies, Glucoside Foaming Cleanser respects the barrier of even the most delicate skin.
150mL | ฿590
Saccharomyces Ferment 30% Milky Toner
Targets: Textural Irregularities, Dryness, Uneven Skin Tone
Saccharomyces Ferment 30% Milky Toner’s key ingredient is a 30% concentration of saccharomyces ferment - a yeast ferment technology with 3% fermented N-acetylglucosamine (NAG). NAG exfoliates skin surface to help smooth uneven texture and boost radiance. The formulation also gives all-day lasting hydration, and promotes a stronger skin barrier. Supported by squalane, this formulation is especially good for dry skin types.
100mL | ฿690
Glycolic Acid 7% Exfoliating Toner
Targets: Textural Irregularities, Dullness, Uneven Skin Tone
Glycolic Acid is an alpha hydroxy acid that exfoliates the skin. It has the smallest molecular weight among all the alpha-hydroxy acids. Glycolic Acid 7% Exfoliating Toner offers effective exfoliation for improved skin radiance and visible clarity. The formula also improves the appearance of skin texture with continued use.
240mL | ฿650
2. Treat
Hyaluronic Acid 2% + B5
Targets: Dryness, Signs of Aging
Hyaluronic Acid 2% + B5 (with ceramides) is the latest hyaluronic serum from The Ordinary with 5 forms of hyaluronic acid, ceramides, and a lightweight texture. This next generation formulation provides instant and long-term plumping hydration to give softer, smoother, and healthy-looking skin. Plus, it uses pro-vitamin B5 to enhance hydration at the outer layers which helps result in smoother, plumper skin.
30mL | ฿490
Niacinamide 10% + Zinc 1%
Targets: Textural Irregularities, Dryness, Visible Shine
Niacinamide 10% + Zinc 1% originally targeted towards blemish-prone skin due to the inclusion of Niacinamide, an ingredient that helps minimise surface shine/oils, The Ordinary Niacinamide 10% + Zinc 1% has now been proven to address multiple concerns including significantly reinforcing skin barrier function, improving skin smoothness, and increasing skin radiance over time.
30mL | ฿350
3. Seal
Natural Moisturising Factors + HA
Targets: Dryness
Natural Moisturizing Factors + HA is an oil-free, non-greasy and lightweight moisturizer. The formulation for this product is made to mimic the naturally occurring Natural Moisturizing Factors that keep the outer layer of the skin well protected and hydrated and offers these results when applied topically. Due to the simplicity and effective surface hydration, this product provides, it can be used alongside most skincare regimens, morning and night.
100mL | ฿650
Natural Moisturising Factors + Beta Glucan
Targets: Dryness
Natural Moisturizing Factors + Beta Glucan is a lightweight gel moisturizer that provides all-day hydration after one application. With a blend of natural moisturizing factors, beta glucan, and ceramides, it also fortifies the skin's natural barrier. The Beta Glucan within the formula is an effective humectant, which helps to retain moisture. This helps support other ingredients within the formula to offer immediate hydration and barrier support.
100mL | ฿650
The Ordinary has officially launched in Thailand today and is now available at Sephora, EVEANDBOY, and Shopee.
Additional information about The Ordinary may be found at www.theordinary.com, Instagram @theordinary and TikTok @theordinary