The high street retailer is adding to its new and improved roster of brands.
Despite having had a roller coaster time since its launch back in 2017, The Ordinary has become one of the biggest and most sought-after skincare brands ever.
Originally the brainchild of Brandon Truaxe, founder of The Ordinary’s parent brand Deciem, it disrupted the beauty industry and explored previously uncharted territory. The concept was simple: create hardworking skincare for the cheapest price possible and make it available to the masses. And it worked.
It was a refreshing yet relatively simple take on a previously confusing market. Not only did The Ordinary aim to make skincare affordable, but it was also able to break down language barriers and introduce ingredient transparency – something which later went on to set precedent for both new and existing brands.
Traditional product names were binned in lieu of labels that described exactly what was housed in each bottle. That way, people could learn what different ingredients were, what they did and how often they should be used. Unsurprisingly, it was an instant hit.
Beauty editors love it as much as consumers, skincare experts and dermatologists do and waiting lists are something we’ve all had to come to terms with. While The Ordinary is readily available online – albeit a lot of hero products are often out of stock – and it can be bought in standalone Deciem shops and in select department stores, it’s not always been the easiest of brands to experience in real life.
Until now, that is. As part of its major shake-up, Boots is adding The Ordinary – along with the likes of Fenty, Becca and It Cosmetics - to its new, improved and seriously impressive roster of brands.
“The Ordinary brings brilliant, high-perfomance and efficacious products to Boots. With highly effective ingreidients, the brand will make it easier for our customers to curate a skincare wardrobe at great affordable prices,” says Joanna Rogers, commercial director of beauty and gifting at Boots UK.
For anyone who is yet to try The Ordinary and doesn’t really know where to begin– start with Hyaluronic Acid 2% + B5. Apply it onto damp, cleansed skin morning and night and watch your skin reap its hydrating properties: hyaluronic acid can hold up to 1,000 times its own weight in water and is suitable for all skin types, while niacinamide (Vitamin B5) is known for its calming and soothing properties. It’s a real crowd pleaser, and when it costs just £5.90 you can’t go far wrong.
Advantage cards at the ready, we’ll see you in the queue.
The Ordinary will be available in select Boots stores and online from 31 July.
Images: courtesy of The Ordinary