Born from a commitment to transparency and a belief in functional beauty, The Ordinary has revolutionized the industry by offering straightforward, clinically proven formulations at refreshingly affordable prices.
When the brand made its way to India just a couple of years ago, the excitement was palpable. Skincare enthusiasts cleared out their shelves in anticipation of this long-overdue launch. Guided by a philosophy that champions integrity and honesty in skincare, The Ordinary empowers individuals to curate their own regimens with confidence, delivering exceptional results that speak for themselves.
Join us as we catch up with Mr. Joseph Basham, M.Sc. in Cosmetic Science and the Science Communication and Partnerships Engagement Manager at The Ordinary, as he provides insight into the brand’s philosophy of simplified skincare.
Could you describe the formulation process for a typical product from The Ordinary?
Product ideation begins with our Applied Research team. They investigate new technologies, published literature, customer feedback, and market insights to develop concepts for new products. Once finalized, the concept is passed to our Research and Development team, where they conduct numerous trials to arrive at a final formula, as well as conducting stability and packaging compatibility tests. At this stage, our Regulatory team begins performing safety assessments of the ingredients and the product overall. Next, our Clinical Research and Scientific Communications team collaborates with our Product Marketing team to develop independent efficacy and safety testing to build the scientific storytelling and product claims.
What criteria does The Ordinary use to select ingredients for its products?
This depends on the specific project. Sometimes our research team is inspired by new or existing technologies and can develop an entire product concept around a particular ingredient. In other cases, when a technology is needed in a formula to address a specific skin concern, the selection is guided by available research from published literature or the ingredient manufacturer, as well as considerations of price, quality, and ingredient specifications.
Considering the products are straightforward in formulation, what educational tools or resources does The Ordinary provide to help consumers understand how to use its products?
The Ordinary aims to educate across multiple platforms, including social channels, our website, and collaborations with press and influencers. Our social channels offer easily accessible content for those with limited free time, covering product details, ingredients, and essential topics like teenage skincare. Our website hosts resources such as a regimen builder, guides on retinoids and vitamin C, an ingredients glossary, and more upcoming features.
What are some of The Ordinary’s most popular products, and why do you think they resonate with consumers?
Globally, our most popular products are Hyaluronic Acid 2% + B5 and Niacinamide 10% + Zinc 1%. These exemplify our approach—transparently showcasing active technologies and using well-known, effective ingredients to empower consumers to personalize their skincare routines. Their early success stemmed from maximizing active ingredient percentages in affordable, simplistic packaging that appeals universally.
How does The Ordinary incorporate consumer feedback into its product development process?
Recent successful launches, like our reformulated Hyaluronic Acid 2% + B5 and new Multi-Peptide products, directly respond to consumer input. The lightweight texture of the HA formula and the introduction of ceramides were influenced by customer feedback. We prioritize listening to our consumers to enhance our offerings and are excited about upcoming developments.
Can you share any upcoming products or innovations from The Ordinary that you’re particularly excited about?
While we can’t disclose specifics, we have exciting products in development that respond to high demand and consumer feedback. Stay tuned!
How was the reception of The Ordinary’s first-ever on-ground event in India?
It was incredible! Meeting so many passionate supporters of the brand in India was truly inspiring. We are honored by the positive reception and look forward to bringing more of The Ordinary’s innovative products to our customers in India and beyond!
Tags
Written by
Analita Seth
Managing Editor
Analita Seth has previously worked as an entertainment journalist with Filmfare. When off duty, she's either binging on some true crime documentary, exploring new eateries around town, day-dreaming about travelling to cities on her bucketlist or scrolling through make-up tutorials on social media.
