Wednesday, 21 September 2016

The Ordinary - a few words from Brandon

In six and a half years of blogging I have never had so many requests to review a brand. Ever. The Ordinary has certainly hit the industry with a bang. A big bang. 


Brandon Truaxe, the Founder of Deciem, The Abnormal Beauty Company, and the parent company behind Grow Gorgeous, NIOD, Hylamide, Hand Chemistry and so many others, has traditionally been very kind to this blog and its readers, and he has once again taken some time to answer some of my initial thoughts/questions. Do bear in mind that I know Brandon, and therefore the questions are a little more 'direct' than they perhaps may have been if I was talking to a stranger. He doesn't mind. :)

Why have you made the Ordinary?
Because brands, big and small, continue to disguise commodity innovation for ingenuity through creative use of packaging, communication and pricing. It had to be done. No one in the world of vitamins can charge $300 for a tin of vitamin A tablets because that industry comes with more transparency but you can easily find virtually the same formulations ranging from $5 to $500+ in the world of beauty.

How have you made it so affordable?
We have applied our very standard margin % across all the products in The Ordinary and, in fact, our average margin % in The Ordinary is far higher than, say, NIOD's Flavanone Mud, which has our lowest margin to make it sensibly priced. For example, very high purity Niacinamide costs under $10 per KG and so the cost of all materials in Niacinamide 10% + Zinc 1% is under $1 (£0.5). Most of the cost actually goes into compounding, testing (inbound and outbound) and retail costs/margins. We haven't cut any margin % and The Ordinary is a sustainable model.

How do the %s of actives compare with the rest of the Deciem range?
If we use an active ingredient, we almost always use it at the highest, or a very high, concentration, regardless of the brand and The Ordinary is no exception. Our other brands simply have different approaches in the ingredients they use (some are over $5m per KG) and their combinations (it's a nightmare to stabilise all of the ingredients in NIOD NEC). I am not sure that any of The Ordinary formulations can actually include any more % of the actives used (chemically or legally).

Are you worried that people will buy the Ordinary and that it will hit the sales of your more expensive brands?
Not at all because any offering we have that is more expensive is not so because the "brand" is more expensive but because the product offers something else. If any product from The Ordinary was offered under NIOD or Hylamide, its price would have been the same. The Ordinary is not a mass-market brand and it actually targets a very educated audience (just look at the product names) irrespective of budget who understands ingredients and does not allow marketing to win over very clear science.

Would you have been able to produce the Ordinary without the sales/income stream from Deciem e.g. selling Grow Gorgeous? 
Beauty is still a business, while I completely agree about £500 creams etc, surely brands are allowed to make a profit?
Any business requires capital to start—whether it's tax-paid money, loans, investments or revenue stream - makes no difference. DECIEM has been fortunate to be successful and we have invested our resources to create The Ordinary amongst many other things. Selling Grow Gorgeous was done to have the cash to open DECIEM stores globally not to fund new brands. Yes, beauty is a business and yes brands are allowed to make a profit: The Ordinary has a higher profit margin than many NIOD products and I shared an example cost breakdown. But no, it does not make sense for a brand to sell a simple commodity formula that costs $1 to make for $500 while the rest of the world operates on less greedy margins. The Ordinary is a very serious business and is not formed as a charity or to make a point.


So there you have it. The Ordinary is here to stay, a serious brand, not temporary, not gimmicky, the real deal. The proof will be in the pudding and repeat business. I strongly suspect The Ordinary to fly. I know Brandon and know that he would never put something to market that didn't work. It would go against his DNA. I personally would've preferred the products to be less confusing than NIOD, but those of you hoping for an easy-to-read 'serum' explaining when to use it and what with, you're out of luck. The products are still labelled very scientifically with what they are made up of, rather than what they will actually do for you.
See 'Ascorbyl Tetraisopalmitate Solution 20% in Vitamin F (coming soon)' for example.


Brandon is absolutely right on one score, I know brands that charge nearly £500 for a 50ml moisturiser that cost 8€ a kilo to make. Ridiculous.
While there is an absolute need for more transparency and brilliant affordable products, I do wonder if Brandon, being a geeky male (sorry Brandon - but you know what I mean! It's a compliment. :) ) is potentially underestimating the pleasurable side of skincare. Yes it's a necessity and there should be affordable options - lots of them - but I still think people will continue to pay for their favourites in the same way that we do for fashion and pretty much everything else we consume.
Having Shoe Direct provides an affordable option for a necessity, it doesn't stop Louboutin, Adidas and Clarks from their huge trade.

Thoughts?

The Ordinary is available from ordinaries.com and VictoriaHealth.com

96 comments:

  1. Hi Caroline! Talking about retinol.... I AM 53 and I have tried a lot of them.... Inclusig the very expensive Luna.... I bought the Ordinaries 2% and have been using for a week now. Let me tell you.... It works!!!! The wrinkles are still there, but my skin is looking better.... Finally!!!! And at that price point? I am a convert. Will buy whatever they offer..... 😉😉😉😉

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  2. I think the most important point is that this brand is for very educated (skincarewise) people. If you just buy it because it is affordable, it will not do you much good, because you need to know which ingredients you specifically need and how to incorporate them into your routine. And as you said, it does not say: "Hydrating serum for AM" on the label.

    Linda, Libra, Loca: Beauty, Baby and Backpacking

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  3. http://ordinaries.com/regimenguide

    I found this regimen guide to be extremely helpful!!! Maybe you inspired them to include it on the website?

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    1. I ordered buffet, hyaluronic acid, and niacinamide and zinc. :)
      I was eyeing these but wanted to wait for your verdict!

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    2. Thanks for posting the regime guide :).

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    3. those are the ones I'm thinking of too Chloe...how are you finding them?

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    4. Thank for posting the guide... Been checking reviews for the Ordinary, and I was wondering what would be best for me... And now at least I got an idea!!!

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  4. Pleasurable schmeasurable! My skin reacts to fragrances in skin care and for years I had reddened, flaky skin issues. NIOD has massively improved my skin and the addition of (so far) the Niacinamide, Buffet and the Rosehip Oil have only improved matters further. Can't wait for the new additions - the primer sounds brilliant for a start (although Hydration Vaccine is an excellent primer too). My son has been using the Niacinamide too and it has really helped clear his skin (he's 15) of a few spots. More power to Brandon's elbow, say I! I enjoy using NIOD/Ordinary products, mainly because they are so effective, and don't miss the fragrance at all.

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  5. Does anyone know if they ship to Ireland? No luck online

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    1. I believe www.ordinaries.com ships worldwide.

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    2. Yup Victoria Health ship to Ireland, I placed an order with them and the shipping was fairly reasonable too :)

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    3. Victoria Health has the range and ships to Ireland. Don't know how much it costs, although the product prices are so good it would probably still be cheaper than equivalents from other brands!

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  6. Hi Caroline
    I have these on my end of month wish list. If they do work then it will bring great skincare options to the masses. Much like the Superdrug hydrating serum Sali Hughes recommends that costs less than £3!! And anyway we are fortunate to have great skincare specialists around to tell us how to use them, right??



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  7. I love affordable yet effective skin care - please come to Canada!

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    1. Deciem is a Canadian company based in Toronto. In fact, they have a storefront in Cabbagetown.

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    2. Yeah they're Canadian you can purchase on their website and they have free express shipping or they have 3 store fronts in Toronto. Purchased their niacinamide, lactic acid and retinol all for $25 no shipping charges and I should recieve it tomorrow!

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    3. Yeah they're Canadian you can purchase on their website and they have free express shipping or they have 3 store fronts in Toronto. Purchased their niacinamide, lactic acid and retinol all for $25 no shipping charges and I should recieve it tomorrow!

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    4. Also a store front on Queen west!

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    5. Thanks for letting me know - I am so used to great products being sold outside of Canada that I just assumed they wouldn't be available here. You guys just made my day!

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    6. I went to the Canadian site and although it featured information about The Ordinary I couldn't see any for sale and ordered from England. I worked out the exchange after I placed the order, and I bought 111 Canadian dollars worth of The Ordinary (instead of Sunday Riley which I love.) 111 is also the angel number for "Stay positive" so I took it as a good sign. If I could order it from Canada and save on shipping it would be even better. Staying positive... ( :

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    7. Weird, I just ordered from Canada today, even got got a Cyber Monday deal. If you go on the Ordinaries page and click on any item in the list, the info comes up and you can purchase it. Free shipping over $25. Maybe you can cancel your UK order?

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  8. I'm with Brandon all the way on this. It's always infuriated me that skincare brands charge such outrageous prices for products that are cheap to make. It seems to me that they're laughing (at us) all the way to the bank. Yes, there will always be people who will continue to pay huge amounts for the so-called kudos of using products created by certain brands, but as someone who isn't impressed by any of that guff, I'll use skincare that's ethically created & priced. I use Niod because it works, & I'll add in products by Hylamide & The Ordinary. The proof of the product is in the results, & I'll be damned if I'm going to be treated like a gullible fool by companies who trade on their so-called high-end name & 'luxury' products. A lot of us are struggling financially at this time, & speaking for myself I have to factor in periods of being unable to work due to serious illness,so I have to be extra-careful with money. Brandon talks the talk, but he also follows it up with great products. I like the integrity & the ethics, & I also enjoy the results.

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  9. I've added some of the Ordinary products after my CAIS 1%/Hylamide for about 10 days and already I've noticed a huge difference. I can't wait until their Azelaic Acid is released (I currently use a prescription strength version)

    And I concur with Sandra's comment. I've seen more improvement with the Ordinary retinoid 2% in 10 days than I have with prescription retin a. Perhaps the price point means I'm using more of the product and therefore seeing the results?!?!

    Caroline, please pass on both my congratulations and thanks to Brandon 🤓

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    1. The Azelaic Acid Suspension (10%) is already released :)

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    3. Azelaic acid is available for pre-order on the Victoria Health website :)

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  10. Bought some already. What will be nice is it being effective! I also find that I am much more generous with the amount used and actually do the whole of my neck, because I know I can afford to replace when finished. Can you ask them to do a sunscreen range please?!

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  11. Thanks Caroline for doing this! Looking forward to your own reviews although something tells me you'll prefer something less utilitarian :)
    For me, Niod and Hylamide have revolutionised my skin and skincare for me. They've completely earned my trust over the last year with how consistently effective and honest their products have been. I was over the moon when The Ordinary launched, the only thing that was missing for me from the other Deciem skincare were those established technologies like Retinoids and I have to say, after using it for a couple of weeks, it's by far the best of any I've used. It is incredibly light and non-irritating. Looking forward to their new additions and I just hope and pray Deciem never stop making any of the skincare or I'd be lost!!

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  12. I see that it might be confusing to some to not know how to use each product in a skincare routine but I have my own routine down pat now thanks to Caroline and so if I'm told it's a hydrating serum I'm good. Can't wait to try this brand.

    I'd like to add that the 3 step routine I was brought up on as in cleanse, tone and moisturize never worked for me and did a lot of harm. Was never told I also needed to exfoliate with acids/retinols or properly hydrate with a serum.

    If there is one thing Caroline has taught me it's to be gentle with my skin. And gentle works. Bravo to any company that gets serious about skincare and has our interests at heart.

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  13. Hi Caroline,
    I've been given a bottle of Sunday Riley Luna but I am currently breastfeeding. There seems to be a lot of conflicting advice about retinols and breastfeeding online and I was wondering if you or your readers had any thoughts? I'm sorry if this is the wrong place to write this - seems like a nice gift but I'm confused about whether I should wait to use it (though could really do with done skin help right now!).
    Thanks!

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    1. LacMed say tropical retinoids have not been studied but are /belieived/ to be low risk as absorption is poor. Obviously ensure baby's skin is not coming into contact with the product you are using (no squishy cuddles when you have just put on product or rubbing retinols on your boobies!)

      https://toxnet.nlm.nih.gov/cgi-bin/sis/search2/f?./temp/~hyJFzf:20 great resource for info on breastfeeding and medicines etc

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    2. Thanks so much Rachel. I'm new to even thinking about skin care and discovered Caroline's blog while up all night breastfeeding over the last 6 months.....

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  14. I love these products. I bought all of them, total cost under £70. I don't think I have been so giddy opening skincare products as I was when these arrived. And they work. My skin loves them, although I was a little eager and was using them just at night, and when I say them, I mean ALL of them. Apparently that is not the way to do it. But I had no skin reactions and my skin was amazing in the morning. I will be sticking with NIOD and The Ordinary now. I actually feel ripped off by other brands. I have always looked after my skin and wonder products that cost a fortune never did a thing. I feel like Brandon is saving me a fortune and giving me good skin in the process. If other people feel the need to spend a fortune just to say they have the latest IT cream etc, then more fool them. And personally I love the packaging of The Ordinary and NIOD, but then I have a Science background so they remind me of lab bottles.

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  15. i don't think Deciem stuff does miss out on the pleasurable side of skincare. it's just a different type of pleasure -- the chemistry-geeky/Hogwarts-y style does appeal to lots of people. like molecular gastronomy for your face! i never really felt like luxury/celeb-fronted skincare was for me, but this i can relate to. (is that weird? i mean the branding and the approach of course, and that's not to diss any luxe skincare brands as such)

    also, i've always had great responses from their customer service folks in the UK -- hv received detailed line-by-line responses to fairly specific/finicky questions. so the support is there, which is nice when you suddenly realise your o-level organic chemistry means diddly squat in the face of some of these formulations..

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    1. Not at all! I'm with you on the geeky stuff can also be fun. It's like we're playing with skincare in the lab. That's nothing to take away from the Emma Hardies of the world but every product has its own place, budget-wise and efficiency-wise. :)

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  16. I use hylamide niod and ordinary products and rate them really highly. If you contact the company on their insta feed and ask questions they reply super quickly

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  17. I think Brandon is a brilliant businessman and has identified a gap in the market. For me the pleasurable side of skincare is when my skin feels and looks great. Caroline, you are right that there will always be people attracted to Louboutins etc. I dream of owning a pair of Manolos and hopefully by not spending my money on expensive creams unnecessarily, one day I'll leave his shop in Chelsea with a pair!

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  18. I highly appreciate that the Ordinary line has a basic guide for which of their products go well together, which I feel NIOD is sorely lacking.That being said,DECIEM'S customer service department is stellar at answering any questions customers have regarding all of their products and what they recommend for your personal routine. I have emailed them several times and always received a prompt and informative response. They have never oversold me on products,and always welcome feedback. In addition,they offer a 365 day money back return policy.

    Thank you, Brandon! Bangin' it outta the park! <3

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  19. I have tried a few of the Hylamide products, and they seems to work fine. I am personally annoyed by the packaging a bit, but it isn't a huge deal. I also wish there was more information on how and when to use the products. I think they are missing out on a huge group of consumers because it is a bit confusing. I may give a few of these a try, but honestly wish I had more clarity on what to get. I look forward to your reviews. Thanks Caroli e!

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  20. Hi Caroline!

    I really really really would like to ask you sometime about some skincare advice. And, I am hoping you will respond to this. So, I have switched over to the drunk elephant line completely. But, I am having trouble with the Vitamin C.. Some how, I develop small bumps on my skin.. I dont even know what to call them. How do you know if you are allergic or not? And, I use glycolic at night, but I want a acid toner and hydrating spritz in the morning. I am literally rewatching all of your videos and looking for tips. I have always trusted your opinion as GURL, you know what you are talking about. BUt, sadly, when you go into sephora they all tell you something different. And in my head I am like "dude, there are these tiny bumps, shall I bring you a magnifying glass?"
    I was going to get the mild clarifying lotion from Clinique since I have dry skin, BUT the ladies were like ooo the witch hazel blah blah. SO PLEASE HELP Caroline!!! I wish I lived in London so I could have gotten a facial from you!

    -Krutika

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    1. You need to start with a teeny tiny amount of vit c, a tiny amount goes a long way, and you almost need to build your way up to it, I think!

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  21. http://ordinaries.com/vitcguide

    In addition to the regime guide already mentioned, there is also a very useful guide to the different types of Vit C they offer.

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  22. I find the whole Deciem thing fascinating and have only lately realised just how many of their face and body products have snuck their way onto my shelves. I think it’s really clever what Brandon’s done with this brand - he seems to be saying that these products will do exactly the same as the premium products you’re currently paying through the nose for. And if you then want to ramp it up a level, go to NIOD. I don’t quite understand where Hylamide fits in the picture though (although I think Brandon describes it as his “mass market” brand). I haven’t tried the Ordinary yet as I’m still working NIOD into my routine one product at a time.

    Having said that, I am someone who loves the pleasure and ritual of skincare and will happily pay for purity of ingredients, and the look, smell, touch and feel of something, provided it gives results. I’m a sucker for niche brands rather than big company beauty. I’m not finding NIOD unpleasant to use at all, but it is missing a little of that magic. It’s a very serum-heavy regimen (as is the Ordinary) and there is a limit to how many I am happy to layer onto my skin. It all feels a little clinical. Maybe the yesti formulations counteract that to a degree but I haven’t tried those yet.

    I wish they would do some kind of diagnostic tool on the website as I’m a bit lazy/time-pressed to read through all the ingredients - I’d like an easier way to work out what they’d recommend for me based on my age, skin type, climate, concerns etc.

    I would also love to see Brandon’s take on a sunscreen, I have a feeling it would be the holy grail one that I’m still looking for!

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  23. PS thanks for this Caroline, informed and interesting as always. Are you going to be testing them? Been looking out for them on your Insta but don’t think I’ve seen them yet...?

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  24. I will pay more for a product with a pump. I hate droppers. I invariably accidentally tip them over.

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  25. If you want to know what 'Ascorbyl Tetraisopalmitate Solution 20% in Vitamin F (coming soon)' is, you can go to the vitamin C guide :)

    http://ordinaries.com/vitcguide

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  26. I agree that people will still buy their little luxuries... but it's great to have this option. I just wish I did know more about what products to use when and with what :(

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  27. This sounds excellent! I may have to turn myself into a real skincare geek! :)

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  28. I have used the Niacinamide, the Lactic Acid 10% and the Alpha Arbutin 2% +HA for a weeks time now, mixed in with the rest of my routine (also rotating CAIS, Hylamide C25, NIODs MMHC, Hylamide SubQ Anti Age and retinols from prescription, Verso and Environ and various exfoliating acids) AND I'VE SEEN A DIFFERENCE ALREADY! I don't mind the packaging (in fast I love how it looks on my beauty-shelves), or lack of smell. I have the Ordinary HA + B5 serum in my "not opened yet-stash" (bought it cause I got a free Temple Spa cleanser with any purchase the day after placing my Ordinary order ;) ) and I'm gonna get the retinol once I'm done with the ones I have. LOVE DECIEM!

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  29. Oh, and I don't find it difficult to know when to use what. But I'm also a skin care nerd! Bought mine from Victoria Health and they have a thorough description, and the packaging also, somewhat, tells you how to use them ;) I would agree that for a newbie, it would be a wee bit difficult, but somehow I feel that The Ordinary cater for those who knows just a tiny bit about skincare. I could be wrong. ;) I love that I can use them as additional products, or boosters in my routine.

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  30. Any one know of any stockists in Australia? I know Priceline stock Hylamide and Adore Beauty have NIOD, but cannot find The Ordinary and I am desperate to try the retinol

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  31. Hi all,

    Is anyone aware of an Australian stockist? I would love to give the retinoid a try.

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    1. Victoria Health ship to Australia. Just check out the delivery charges online. I think if you were to only purchase a few products it wouldn't be worth it but if you wanted a few things then it might be financially worth it.

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    2. Coming to Australian end of October. Also two stores opening in Australia, in Sydney and Melbourne

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    3. Excellent eagerly awaiting there new store in melbourne

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    4. Excellent eagerly awaiting there new store in melbourne

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  32. I'm so happy I could cry!
    You don't need to spend a lot to enjoy your routine. I can't wait to buy and use a lot of the products from this range. I wish the descriptions had s bit more info about indications, but that's a small criticism.

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  33. Wanna put my two cents in:

    "...but I still think people will continue to pay for their favourites in the same way that we do for fashion and pretty much everything else we consume. Having Shoe Direct provides an affordable option for a necessity, it doesn't stop Louboutin, Adidas and Clarks from their huge trade."

    I think skincare and its parent category (health/wellness) differ from superficial items such as makeup, clothing, furniture, art pieces.

    Yes most skincare products are superficial, but they are still somewhat 'internal', you consume/use it wanting improvements on your body/hair/skin in the long run. The prestige is in the results (your good skin, your good hair).

    Superficial items on the other hand, are external, you don't consume/use it. You wear it (makeup, clothing) or show it (furniture, art pieces). Unlike skincare, the prestige is in the items themselves.

    Therefore, there are a lot of people who will still buy expensive makeup/clothing/furniture/etc because of the prestige.

    Whereas with skincare, people are willing to buy cheaper skincare products if they work just as well or even better than their expensive counterparts because the prestige factor is not as strong, especially with educated customers. Which i think is great! :)

    (English is not my first language, hopefully my analogy makes sense :p)

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  34. Wow. I didn't know about this brand and that says a lot because I'm a huge skincare lover/nerd. Which means I'm the target market for it. The prices are ridiculous and I mean that in the BEST way. If they perform the way I think they will, based on ingredients (and I know that's not everything but it is the main reason you use any product, surely), I'll probably buy at least half the range. RIDICULOUS prices! I agree that sometimes you just want to slather yourself in Chanel to make yourself feel good or just enjoy the experience of a luxurious evening routine but more often than not, skincare just needs to be effective. It's like saying I'll only eat cake for every meal because of the experience. No. You need your veggies.

    As for the nerdy aspect of the brand, I agree. But when I see some people's bathrooms and the wild and useless way they combine products from luxury brands, I usually send them to your blog. Spending hundreds of €€€ on nice but largely ineffective products is not something most people are okay with. Maybe they just don't know where to get the information.

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  35. I just placed my order via Victoria Health (first time for both the brand and the site =))

    I got Organic Cold-Pressed Rosehip Seed Oil, Buffet, Advanced Retinoid 2% , Hyaluronic Acid 2% + B5, Vitamin C Suspension 23% + HA Spheres 2%, and the High Adherence Silicone Primer.

    Very excited to try

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  36. I absolutely love Deciem and between NIOD and the Ordinary, the products have completely changed my sensitive, adult acne prone skin. Brandon is a genius!

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    1. Hi Lara - I also have sensitive adult ( late 20s) acne prone skin too! My breakout is usually around month, chin and jaw area. What regimen do you use?

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  37. I have bought three of everything as gifts for relatives and for myself. I was raised by an MD and most my relatives are MD too... I have always used generic when available for everything, especially meds they make sense. I can't believe it has taken so long for the same to happen to the cosmetic industry. For those of us with a scientific background and the new generation of savvy customers this is the way. We have been taken for granted by other cosmetic companies for too long. Buying the ordinary will not stop me from splurging on other stuff from time to time but in this economy it will make a huge difference!

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  38. This line is absolutely brilliant! Why pay through the nose for a cosmetic company's profit margin? I have no need for irritating perfumes. Thank you so much Deciem! I've bought half the range already!

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  39. Mr Wonka has just dived bombed the beauty pool!

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  40. I would love it if the Brandon and the Ordinary could produce a high SPF face product with a pleasant formulation and low price. That's another area where I'm not convinced you always get value but happy to learn more. Also likely needed for some of these high strength products!

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  41. Thanks for the info, I have been wanting to try this brand!! :)

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  42. Been using and loving the NIOD range, and now added a few things from The Ordinary range and so far am loving it all. The CAIS ,MMHC, SS and MM all helped to transform my skin.It lookes better and feel so soft, hardly any breakouts anymore. The NIOD and Ordinary range are a different kind of pampering yourself, it is more "i want it and keep buying it because it works". That said, I don't think I will give up my nice smelling face oils , cleansers or my beloved Tata Harper serum, they too work and make me feel good, just in a different way then the NIOD and Ordinary.

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  43. Is anyone using these with p50? I just ordered my first bottle and will be starting it next week but I don't want to over exfoliate or be too aggressive right after starting the p50 so I'm wondering if these products would be too strong.

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  44. Is anyone using these with the p50 lotion? I just ordered my first bottle and will be starting it soon but I don't want anything too aggressive right away. Not sure if the basic anti-aging regimen would be too strong...

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  45. I am SO excited to read about this!! This is exactly the kind of business model that I can get behind. I hope his line will release in the US!

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  46. I've already bought too much skincare this year to justify there ( even if they are reasonably priced). Plus I'm drifting more and more to the May Lindstrom / Själ less product is more philosophy so wondering what Ordinaries product really is the "one" to boost a pared back simple regime. I'm not a fan of layering serums.

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  47. Wow - prices are sub TK Maxx level! Insane. I will of course have to try at least 2 or 3 of these ( Matrixyl, Vitamin C and the caffeine eye one spring to mind) #fearofmissingout

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  48. I love Hylamide, but NIOD was completely confusing. I like to know what the product is, and the features/benefits are. also like the psychic gratification of lovely products and packaging. Overly science is lost on me.

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  49. Brandon, thanks for sharing your thoughts. You're an inspiration. Pls make The Ordinary available in India. :)

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  50. Thank you very much for this post. Is it safe to use Alpha Arbutin 2% + HA under the eyes?

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  51. Really appreciate this post. Would love to have an update, once you've had a play etc., with some guidance about how best to use some of these products. I try my best to learn, but I'm seeing a lot of what appear to fall under the serum category, and I've no idea how best to use them. Knowing me, I'd slap them all on and completely negate any good.....

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  52. Thanks Caroline but we really want a review to know what YOU think about the products

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  53. I'm pretty keen to give the Retinol a whirl!
    Personally I've found NIOD/hylamide a bit hit and miss.

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  54. A very useful post, and an interesting concept! I'd be intrigued to see your thoughts on the products after you've tested them. Alice x

    www.aliceadventures.co.uk

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  55. Just ordered the Hyaluronic Acid 2% and the Niacinamide 10% +zinc - SO excited about this launch!

    Anyone in here who has tried the Azelaic Acid? Quite interested in that one as well..

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  56. Oh my goodness are these prices for real??! I do agree with you, Caroline, that there is something to be said for the "pleasurable" side of skincare, but I think I will definitely order a few of these products and if they work, incorporate them into a routine while still holding on to an old favorite, like a luxurious night cream. Best of both worlds! I'm already on a prescription retinoid that also contains azelaic acid so I can give those a miss, but I'm definitely interested in trying out one of the acids and the oils. Looking forward to your review!

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  57. Well, congratulations are in order. Go, team Deciem! I personally ordered the Buffet, the HA+B5 and the Retinoid formulation and Rosehip seed oil are on their way to my door also. In my case, The Ordinary is actually acting as a doorstep to NIOD. It made me read so much about Deciem (because it's such an unusual and refreshing approach to the beauty industry), that now I just have to have CAIS also. :-) So, keep up the good work, Brandon and all the team over at Deciem. And thank you Caroline for bringing us such great info on beauty.

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  58. Thank you for this post Caroline. I would love to see a follow up on effectiveness of the products and how you would use them. Thanks.

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  59. I've been using their hyaluronic acid serum and lactic acid serum for three days and I want to cry with delight and gratitude over how affordable it is and how well it's already working. It's not over-the-night miracle that would make me suspicious of it actually being sustainably efficient over a longer period of time; it's good, solid skincare that's making me feel like on the best skin days in a month. I'm on my period right now, and should be bleeding grease from every pore. Instead I'm breaking out a little, but nothing that would make me embarrassed to leave the house. And my skin is fantastically hydrated. I'm so happy it's ridiculous. I never ever rec new skincare to anyone if I haven't been trying it out for a month at least, but I've been raving about this to anyone willing to listen to me for the last day. Get it. Even if it doesn't work out for you - and I'm certain it will - it's such a small investment you won't be crying buckets if it turns out as not good for you.

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  60. Hi Caroline,
    I was wondering if you've tried any of the range and if you like it? NIOD CAIS worked well for me that's why 'm giving this a shot, but also curious if you think the retinoid in the Ordinary is comparable to Pestle and Mortar?

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  61. Personally, I love the lack of "fluff" in The Ordinary products. I have a bunch of their serums and am now exploring NIOD. I do worry about applying things that counteract each other, however I love the super science aspect and lack of marketing frill. But I'm also a geek. Haha.

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