Update: December 24, 2017
Originally Published: November 30, 2017
The Canada-born skin care brand The Ordinary (you may remember when its $7 foundation broke the internet last April) is officially coming to Sephora.com on December 20 (the brand hopes to also make its foray into Sephora’s brick-and-mortar doors come March, as WWD reports). Touted for its affordable price point—nothing in the line is more than $15—and straightforward, no-fluff packaging (the labels include the main ingredients and their concentrations), the brand’s devoted followers won’t stop repurchasing the products because they work, plain and simple. And now, getting our hands on them is easier than ever.
While the majority of the line’s products will be available online, this is just the beginning for Deciem (The Ordinary’s parent company) and Sephora’s glorious relationship. Vice president of merchandising for Sephora, Priya Venkatesh, tells WWD the company was excited to offer “The Ordinary’s vision of functional affordable beauty” to consumers. So much so, that as co-CEO of Deciem, Nicola Kliner, adds that Sephora also has plans to launch Abnomoly, a soon-to-be-released Deciem brand that makes obscure yet give-me-everything products such as hyaluronic acid mouthwash, mints, ointments and gold paint.
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Along with the Sephora.com launch, Deciem is opening 10 U.S. stand-alone stores in the next six months. Seven of them are in Manhattan, and Miami, Los Angeles and San Francisco are also on the list.
Whether you describe yourself as a skin care minimalist or full-blown aficionado, this brand is for you. “It’s not about price point,” says Kliner. “It’s about good quality, it’s about being transparent, it’s about being honest.” One shot at anything in this lineup—one will only set you back a few dollars—is all it takes to make you a believer, too—and make shelling out hundreds of dollars for serum a lot harder (trust me).