It’s proven that when it comes to choosing beauty products, we have a natural bias towards higher priced brands. We’re all suckers for what it looks like on the shelf and fancy fragrances. But there’s a new product with an affordable price tag which has managed to escape stereotypes – and garner a cult following.
Canadian brand The Ordinary makes no-frills, affordable skincare, and its first-ever foundations have a 25,000-strong waiting list.
Finding the perfect foundation – one that’s easily absorbed, provides the right amount of coverage and colour matches your complexion perfectly – is the holy grail. But, The Ordinary has seemingly done just that.
Or so the 25,000 people are convinced who have signed up to the waiting list since the colour launch was announced earlier this year.
We have been really scared to announce something but it looks like everyone has noticed anyway... The Ordinary Colours are now in stock. Please be gentle (we are overly sensitive today 🤒) : our websites crashed this weekend from the truly extraordinary volume of traffic 🙈. We are working very hard to ship every order as quickly as possible. We are blessed to be receiving so much love from you. Please know that this love means everything to us and that we don't take it for granted. And we will continue to dedicate our heart and soul to make sure we get better at serving you every day. Without you, we would not be here today: something that we will never forget. ❤️❤️❤️🐒
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So what exactly is it that makes it so special? The Ordinary are beloved by beauty experts for their use of high-tech ingredients, and cruelty-free production process. Plus, all of the products are trailed and tested by industry pros.
There’s two new bases: the Serum Foundation (£5.70) and Coverage Foundation (£5.90) which both offer medium coverage and have an SPF of 15. It comes in 21 shades, giving popular formulas like NARS’ All Day Luminous Foundation and Illamasqua’s Skin Base a run for their money.
If you want to put it to the test for yourself you can shop the range at The Ordinary.
Image: Rex Features