The Ordinary is an affordable, ingredient-focused skincare line from DECIEM, priced $6-$32.
The Ordinary is a skincare line from DECIEM (majority-owned by Estée Lauder) positioned around single-ingredient-focused, clinically formulated products at low prices, roughly $6-$32. Its online catalog spans cleansers, serums, moisturizers, and treatments, with a Barrier Support concern filter grouping products aimed at strengthening the skin barrier.
The line sells direct-to-consumer through theordinary.com and via retail partners including Ulta and Sephora, competing in the same masstige, ingredient-literate skincare segment as BYOMA.
| Attribute | The Ordinary — skincare line | BYOMA — barrier-boosting skincare line | |
|---|---|---|---|
| Provider |  |  | |
| Founded | 2016 | 2022 | |
| Sells To | Consumers | Consumer | |
| Pricing Model | E-commerce | Product Sales | |
| Ownership | Subsidiary | Private |
Provider
Founded 2016
Sells To Consumers
Pricing Model E-commerce
Ownership Subsidiary
Founded 2022
Sells To Consumer
Pricing Model Product Sales
Ownership Private
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