From hyaluronic acid to retinol, there is always a hero ingredient that the beauty industry is claiming will transform your skin. More often than not it will cost though and when it comes to skincare the general assumption is that the more you pay the more effective and potent the product will be. However, the entrepreneur and founder of Deciem, Brandon Truaxe is putting to bed this theory with his latest line called The Ordinary.
True to its name, the range consists of 10 serums, nine of which are straightforward ingredients that range from £4 to £12.70. Truaxe, who was behind the best-selling Indeed serum that caused unprecedented waiting lists at Boots, created Ordinary out of irritation with the beauty. “The Ordinary brings to market ingredients that are well known, well proven, but typically overpriced and disguised as "new" innovation,” explains Truaxe. “There is nothing "luxurious" or "educated" about overpaying for commodity, no matter how effective that commodity is. Skincare is not like fragrance or fashion––it's functional and it's not about telling stories."
As the formulas are simple with just one or two ingredients per serum that are tested and proven to work effectively on the skin, Truaxe is able to formulate, bottle and sell each at a lower price.
Take the L-Ascorbic Acid (vitamin C) for example; the raw ingredient can be purchased for around $3-5 per kilogram and there is 23 percent in The Ordinary Vitamin C Suspension 23% + HA Spheres 2% serum, which means it cost just 20 to 30 cents. While this doesn’t include the hyaluronic acid or packaging, Truaxe reveals, “The majority of the cost is actually in compounding, testing, filling, logistics and retailer margins and we still come to under $5 with our margin included.”
The most expensive product in the range is Buffet, which is a blend of 11 amino acids and five peptide complexes to target multiple signs of anti-ageing. However, this will only set you back £12.80.
The Ordinary Hyaluronic Acid 2% + B5, £6, ASOS
For those accustomed to spending over £30 for a hyaluronic acid serum, the idea of paying just £5.90 and saving at least £24 might seem a little too good to be true. However, having used the product for two weeks I can confirm that it appears to work just as effectively as its more expensive counterparts.
I’m not the only one, who is impressed with The Ordinary. “Within two weeks of launching, 30,000 products had been sold. It became an overnight global phenomenon and it has been said that this is one of the most important skincare launches in the history of the beauty industry,” said Gill Sinclair co-founder of Victoriahealth.com. The top three bestselling products on the site have proved to be Niacinamide 10% + Zinc PCA 1%, Hyaluronic Acid 2% + B5 and Advanced Retinoid 2%.
If you’re worried about not being able to get your hands on a bottle, fear not. “In the past week, over 20 retailers have contacted us about The Ordinary, a phenomenon that never happens. We normally need to beg the retailers even to look at a brand,” says Truaxe.
In the meantime, here are some other bargain beauty finds to invest in right now:
The budget multi-tasking balm
Smooth dry skin or use to highlight the tops of your cheekbones, the uses for this balm are endless.
The best budget foundation
With an impressive range of shades, buildable coverage and a satin-y finish, there are plenty of reasons why this foundation should be on your radar.
The best budget mascara
The original Masterpiece mascara was a favourite among beauty editors and this formula is even better.
The best budget make-up remover
Forget expensive make-up removers, Nivea’s makes light work of stubborn mascara, even the waterproof kind, and it won’t leave your eye area dry or sore.
The best budget hair find
It’s a classic hair product and we’ve yet to find anyone who doesn’t appreciate the holding power and scent of Elnett.