The Estée Lauder Companies classifies The Ordinary among its scaling brands, a tier it defines as brands with $500M to $1B in net sales. Recent market entries include launches with Sephora in China and an exclusive Sephora entry in Brazil in 2025, plus availability in Amazon Premium Beauty in the United States since January 2025, alongside stores in Canada, the US, and the UK.

Growth depends on competing with other ingredient-led value beauty brands while extending distribution across these newer markets and defending the low-price positioning that drives its consumer base.

Most The Ordinary products retail for under $15, with bestselling formulas typically priced around $6 to $10, placing prestige retail quality at mass price points. The brand's vertical integration, with in-house formulation, manufacturing, and quality control in Toronto, underwrites these low prices alongside minimal advertising spend.

The company protects affordability as it expands internationally, for example adapting regional packaging for markets such as Brazil so that local pricing stays accessible while the global assortment remains consistent.

The Ordinary sells skincare across cleansers, toners, serums, moisturizers, suncare, masks, and eye care, alongside hair and scalp care, body products, and color makeup including its Serum Foundation. Products are sold through the brand's own e-commerce site, DECIEM-owned stores, and retail partners including Sephora, Ulta, and Amazon Premium Beauty.

The brand supports purchase and usage through a regimen builder on its website, a loyalty program, and in-store consultations at its retail locations.