THE ORDINARY

The Ordinary is an evolving collection of treatments offering familiar, effective clinical technologies positioned to raise pricing and communication integrity in skincare. The brand was created to celebrate integrity in its most humble and true form. Its offering is pioneering, not in the familiar technologies it uses, but in its honesty and integrity. The Ordinary is born to disallow commodity to be disguised as ingenuity. The Ordinary is "Clinical formulations with integrity." The Ordinary is a brand from DECIEM. An umbrella of brands focused on advanced functional beauty. The DECIEM team is specialized in materials chemistry and biochemistry, and has brought pioneering innovation in skincare through core brands, Hylamide and NIOD. In the category of functional beauty, integrity is rare. Commonplace technologies are referred to as groundbreaking and insensible pricing strategies confuse the audience, disguising commodity technologies as advanced. The Ordinary exists to communicate with integrity and bring to market effective, more familiar technologies at honorable prices. The Ordinary takes pride in honesty and fights innovation stagnancy in the industry.