The term “disruptive” gets used and abused almost as frequently as “breaking the internet,” but there’s no better way to describe what The Ordinary has done to the skin-care industry. With budget-friendly prices, potent formulas, minimalist packaging that looks right at home next to your Glossier, and a digital-only presence with a devoted cult-like following, the brand has shaken up the market in a very 2017 way.
The Ordinary isn’t the only killer brand its parent company, Deciem, has under its umbrella. NIOD, Hylamide, The Chemistry Brand — it’s only a matter of time before they, too, become the subject of many a Reddit ode.
We are all over the place, both literally and figuratively. The “figuratively” bit is super-easy: we have got no clue what we are doing as a business but it’s working. Now the “literally” bit: last July, we opened our very first store in Toronto. Our 12th store is due to open in London’s Covent Garden Market late next week. And here is a summary of where we are and where we are going on the map. It would be really mean if we are close to you and you don’t come in for a hug. Now Open: Toronto (Queen W, Yorkville, Cabbagetown, Kensington Market, Square One, Distillery District), Sydney (The Rocks), Melbourne (Chapel St), Seoul (Gangnam), London (Old Spitalfields Market), Mexico City (Antara Polanco) Coming REALLY Soon (dirty work has begun): London (Covent Garden Market, Boxpark and another Boxpark), New York City (Fifth Avenue @ Library), Miami (Design District), Toronto (Exchange Tower), Vancouver (Metropolis at Metrotown) Coming Soon But Less REALLY Soon (2017ish): New York City (Multiple Locations), Vancouver (Multiple Locations), San Francisco, Manchester 2018 (looking for space): Los Angeles, Chicago, Calgary, Madrid, Amsterdam, Berlin, …read more