Indie Brand

Deciem

The Ordinary

2020 Finalist

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 honourable prices. The Ordinary takes pride in honesty, fights innovation stagnancy in the industry and indirectly celebrates the depth of innovation our DECIEM brands, Hylamide and NIOD, continue to bring to the category.

Various: UV Protective Dropper Bottle, Squeeze Tube, Jar.

DECIEM.com - Global, December 2016 Sephora.com - United States, December 2017

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 was born to disallow commodity to be disguised as ingenuity. The Ordinary is “Clinical formulations with integrity”.