IN CONVERSATION WITH THE ORDINARY

interview EMMANUELLE PLANTIER

Conquering with the world with their clinically-formulated skincare products and incomparable ethos, The Ordinary places itself at the forefront of beauty innovation. Renowned for their transparency and the efficiency of their products, they recently widened their horizons and released body care line, holding the same standards and promises as their usual productions. Numéro Netherlands had the honour of sitting down with Nicola Kilner to discuss The Ordinary’s past journey and future aspirations.

What was the starting point of ‘The Ordinary’ adventure?

The Ordinary was born to disrupt the beauty industry. We aimed to democratize quality in skincare by proving that quality is not defined by price. At that time, the beauty industry suffered from a lack of transparency, with many products sold at high prices without clear communication of the ingredients used and their benefits. The Ordinary was born out of this frustration, to empower consumers to understand the formulas they use by offering them high-quality, effective skincare at sensible prices.

How did ‘The Ordinary’ set itself aside from other skincare brands?

The Ordinary stands out for its commitment to transparency and education. We offer products with clinically proven ingredients, such as hyaluronic acid or niacinamide, for everyone to use. Instead of hiding behind complex marketing or a sophisticated brand image, we want to empower consumers to understand what they're applying to their skin and why. Our direct and transparent approach truly resonates with people who are looking for honesty and effectiveness in their skincare.

What are the core values of the brand?

Honesty, caring, and transparency towards our communities, from formulation to pricing to communication, belong to our founding values. We never promise something that isn't there, and we are committed to staying as clear and factual as possible.

After conquering the face care market ‘The Ordinary’ is launching its new body care line named ‘The Body Range’. Can you tell us about the differences and additions made for these products?

We follow the same philosophy for our new body range as we do for our face products - high-quality, effective formulations with scientifically proven ingredients at a sensible price point - but we've adapted them specifically to the needs of the body. The skin on the body covers 91% of our body and is often in need of hydration or targeted treatments. So we've developed products that address these concerns, such as exfoliation and blemishes, hydration and dark spots. We've used some of the most popular ingredients from our face range, such as niacinamide and salicylic acid, but also introduced a brand-new moisturizing ingredient, inulin, a prebiotic that supports the skin's microbiome by helping maintain the barrier. We have also added larger formats to make the products convenient to use on the body, while maintaining our commitment to price and transparency. It's all about offering the same scientific approach to skincare, but now for every body.

What do you love most about the new ‘The Ordinary’ body care products?

Their efficacy for all skin types and skin tones, at a sensible price. Like our skincare products for the face, we are committed to offering formulas that are suitable for everyone, and we're proud to be able to offer this new body range to everybody. We have also listened to our community with over-sensitive skin to use one of our most loved formulas for the face, Niacinamide 10% + Zinc 1%, by formulating Niacinamide 5% for Face and Body Emulsion, suitable for sensitive skin.

With the boom of social media and the growing interest in skincare by the younger generations, how does ‘The Ordinary’ adapted to this new market of customers?

The Ordinary was born at a time when social networks were booming, and the brand itself has grown with and thanks to their various communities, while remaining true to its values of transparency and education. It's amazing to see how informed young customers are, wanting to know exactly what they're using and why. However, our products and communications are not aimed at a single audience or generation, they are for everyone. Our educational mission comes into its own here, as we have to provide them with clear, accessible information so that they can be guided by their needs and not by their desires, which are often fueled by social networks trends.

Is building a strong community important for the brand?

Our community is at the heart of everything we do: from formulating - even reformulating - products to meet their needs, to listening to their feedback (we learn a lot from them), to education. Our community is the driving force behind The Ordinary's success, and without them, we wouldn't be where we are today. By staying true to our values of authenticity and transparency, while remaining human, our diverse community has grown, and we are immensely proud and grateful for their commitment and loyalty. This bond goes beyond the simple sale of products; our mission is to guide them in their questions and purchases, always attentive to their feedback and giving them all the keys they need to make their own choices.

What does the campaign slogan ‘Give your Body it’s Face Time’ means for ‘The Ordinary’?

This message reflects our belief that the skin on your body deserves the same attention as the skin on your face.Taking care of our face is now part of our daily routine, but all too often we forget about our body, which represents 91% of our skin. We want to encourage our community to give our bodies the same attention we give our faces, with high-quality, science-backed ingredients.

Which products from the Body Range collection are essential to implement in your daily routine?

Our new body range is made up of three products targeting a wide range of concerns such as hydration, dark spots, blemishes and textural irregularities. You can use all three, or just one or two, depending on your skin concerns. If you wish to incorporate several body products into your regimen, we recommend starting with Salicylic Acid 0.5% Body Serum if body blemishes and pore appearance are the first things you wish to target. If dark spots and uneven skin tone are your main concern, then we recommend starting with Niacinamide 5% Face and Body Emulsion. As a second step, you can then continue with the other treatment, body serum or emulsion. To seal everything in, the final step should always be Natural Moisturizing Factors + Inulin for instant and long-lasting hydration.

What are your hopes and dreams for the future of ’The Ordinary’?

To continue to grow by remaining true to our values and our mission: to democratize quality skincare, everywhere and for everyone. Our plan is to move into new markets to get even closer to everyone, and we have a very firm desire to continue innovating and democratizing new innovations and technologies, always relying on science and our communities.