Magazine
2 articles on The Ordinary, written honestly and updated as things change.
Beauty
The Ordinary is the cheap benchmark for ingredient-led skincare. Most articles in this series suggest UK indie alternatives that undercut the mainstream brand. The Ordinary is the inverse problem: already cheap, hard to undercut. The honest alternatives are UK indies that match the ingredient-led ethos at different price tiers.
£5 for Niacinamide 10%. £8.80 for Hyaluronic Acid. £29.90 for Multi-Peptide + Copper Peptides. Founded 2013 by the late Brandon Truaxe, now wholly owned by Estée Lauder since May 2024 in a $1.7 billion deal across three tranches. The disruption was real. Is the disruptor still disrupting?
