The Ordinary

The new skincare line from Deciem features ingredients that are more typically associated with luxury skincare brands, such as organic cold-pressed rosehip seed oil and advanced retinoid 2%.

Created by a team that specialises in material chemistry and biochemistry, the emphasis is on providing an effective, easy-to-understand product with an affordable price tag rather than buying into a culture of on-trend ingredients. The Ordinary presents the products using scientific language rather than slogans.

‘The Ordinary brings to market ingredients that are well known, well proven, but typically overpriced and disguised as new innovation,’ Brandon Truaxe, founder of Deciem, told The Telegraph. ‘There is nothing luxurious or educated about overpaying for a commodity, no matter how effective that commodity is.’