ON A JOURNEY TO REVOLUTIONIZE THE BEAUTY INDUSTRY WITH THE ORDINARY

words ELIANA CASA
editor MAREK BARTEK

In a world where claims of cosmetic brands can often seem too good to be true, only a few stand out for their unwavering commitment to quality, integrity, and accessibility. The Ordinary is one of them, and we had the unique opportunity to sit down with their Manager of Science Communications and Partnership Engagements, Joseph Basham, at Soho House in Amsterdam.

Every great journey begins with a spark of fascination, and for Joseph, that spark ignited during his university years while studying cosmetic science. A post on Instagram from his flatmate’s mom introduced him to The Ordinary Natural Moisturizing Factors + HA, which he instantly recognized as the epitome of what a moisturizer should be. Joseph’s six-years journey with The Ordinary began in retail, directly connecting with customers, and has since evolved into his current role at the brand’s headquarters. Today, he bridges the gap between complex skincare science and the clear, accessible language consumers need to make informed choices.

HOW CAN A COSMETIC BRAND BE FUNCTIONAL AND AFFORDABLE AT THE SAME TIME?

Joseph’s reply was shockingly simple, even for someone like me, whose understanding of scientific terms amounts to a cosmic nothingness. He explained that The Ordinary’s focus on cost-effective, well-established ingredients—such as niacinamide, retinoids, and vitamin C—allows the brand to deliver high-performance products at a fraction of the price of traditional beauty brands. Their in-house manufacturing, minimalist packaging, and strategic marketing choices, including using team members instead of professional models, have further contributed to their accessible pricing.

At the heart of it all are the ingredients. Their democratic approach might be considered sustainable by many, but as Joseph remarked: “We do not call ourselves a sustainable brand, and we quite strongly and rightly say that. It's a learning process for everybody. We're trying as much as we can in different areas to improve our sustainability, but it is a lie to ever say that a brand could be fully sustainable. Ultimate sustainability is never achievable." While perfection may be out of reach, The Ordinary is committed to continuous improvement. From recyclable packaging to ethical sourcing and significant local charitable contributions, their efforts reflect a holistic approach to minimize both their environmental and social footprint.

Transparency remains a key pillar of their sustainability narrative—acknowledging imperfections while striving for progress. One standout example of The Ordinary’s commitment to responsible consumption is their anti-Black Friday campaign, running for its sixth consecutive year. Rejecting the frenzied consumerism of the day, The Ordinary closes its stores and website on Black Friday, instead offering a month-long 23% discount. This initiative was born from the desire of promoting thoughtful purchasing, allowing customers time to research and buy only what they truly need—challenging industry norms and inspiring other brands to follow suit. He then commented: “A lot of brands would say: Oh my God, they're copying us, but that's what we wanted. We wanted other people to do what we're doing so that it creates a more inclusive and diverse and open industry”.

EDUCATION AS THE KEY TO PROGRESS

As a leader in scientific communication, I naturally asked Joseph to share his insights on the growing, and at times overwhelming, obsession teens have with skincare products. He explained how The Ordinary works to counteract the complexity of skincare tutorials often found on platforms like TikTok. Campaigns like Teens Don’t Need 10 Steps promote a simple, age-appropriate skincare routine, focusing on basics like cleansing, moisturizing, and SPF, while discouraging the use of potent ingredients that are unsuitable for young skin. Joseph explained: “Our whole campaign was about encouraging a very simple approach because your skin isn’t maturing yet and isn't ready for strong ingredients.”

The brand has made it a priority to educate teens, parents, and even store staff by empowering informed decision-making at every level. “We work with our learning and development teams to ensure all our store staff are exceptionally well-trained, so they can guide consumers in making the right choices.” Education, he believes, is key to moving forward as a society. Brands like The Ordinary are harnessing this powerful tool in their daily processes. One example of this is the brand’s commitment to transparency, such as including the exact percentages of ingredients on their packaging. Joseph continued: “By providing that information, we’re empowering our consumers to make the right decisions for themselves.”

It’s about creating a ripple effect. When one brand dares to innovate, others follow, paving the way for a more sustainable and transparent beauty industry. But to achieve this, integrity must be a core ingredient in a brand’s formula. The Ordinary embodies this principle through its motto, clinical formulations with integrity. When asked what integrity means to him, Joseph explained, “Integrity is about transparency in everything we do.”

This philosophy extends to every aspect of the brand, from fair pricing and ingredient disclosure to challenging industry myths. A notable example is The Ordinary’s campaign, Everything Is Chemicals, which aimed to challenge the myth of "chemical-free" skincare. By emphasizing that all matter, from the desks we sit at to the serums we use, is made up of chemicals, The Ordinary is helping create a more scientifically informed audience.

INSIDE THE LAUNCH: ROSE FACTORY GF 15% SOLUTION

One of The Ordinary's most exciting innovations is the Rose Factory GF 15% Solution, a lightweight, water-based solution with an impressive 15% concentration of growth factors. This launch underscores the brand’s commitment to democratizing advanced ingredients that were once only accessible at premium price points. What sets GF 15% Solution apart is its plant-derived production process, which involves introducing genetic material into the leaves of specific plants via micro-tears in a non-GMO process. This method not only makes production more efficient but also keeps the cost accessible—GF 15% Solution is priced at just €16, making luxury skincare more affordable.

The benefits of this product are equally compelling. Designed to address structural protein damage caused by aging, the growth factors support collagen and elastin production. The results? Improved skin firmness, elasticity, and reduced fine lines. Users can see enhanced radiance and smoothness within 15 minutes, with noticeable lifting and wrinkle reduction over the coming weeks.

This got me thinking about the broader approach to skincare, so before wrapping up our conversation, I couldn’t resist asking Joseph for his secret to perfect skincare. Much like intuitive eating, Joseph advocates for listening to one's skin's daily needs. “Sometimes I wake up with a pimple, so I target that with my Salicylic Acid 2% Solution,” he shared. Interestingly, less is often more. Overloading on products or opting for the highest concentrations isn’t always effective. “Sometimes, I see people using 15 different products, and I think, why? My skincare routine is simple. It’s about using the right formula, at the right percentage, that works for you,” he concluded.

WHAT LIES AHEAD?

The future of The Ordinary is as bright as its groundbreaking formulations. The brand is expanding into new categories like body care, while continuing to democratize advanced ingredients such as retinol and growth factors. The creation of multi-technology products, like their Soothing and Barrier Support Serum, caters to consumers seeking effective yet simplified solutions.

The Ordinary is a space where risks are taken, lessons are learned, and creativity flourishes. As Joseph wisely asserted, “The Ordinary is always about having the freedom to try things that are a little outside the box.” By staying true to its philosophy of integrity, the brand is reshaping the skincare landscape—one accessible, effective product at a time.

You can experience all of this firsthand at The Ordinary's Amsterdam store, located in the famous Nine Streets at Runstraat 10, 1016 GK Amsterdam - a place where skincare innovation and creativity come to life.

photography RUBEN VISSER