The much-awaited Skincare disruptor, The Ordinary, known for its honestly priced skincare formulations that are backed by science, makes its debut into India with The Estée Lauder Companies and Nykaa. With a selection of The Ordinary’s most beloved products- Hyaluronic Acid 2% + B5, Niacinamide 10% + Zinc 1%, Vitamin C Suspension 23% + HA Spheres 2%, AHA 30% + BHA 2% Peeling Solution amongst others- the brand will retail exclusively through Nykaa.com and Nykaa Luxe stores.

Since its inception in 2013, the parent company of The Ordinary, DECIEM has made strategic efforts to develop the brand’s retail footprint across geographies, to ensure demand can be met and to continue the company’s vision for honestly priced formulations accessible to all. The Ordinary has gained immense popularity across the globe for its highly targeted and effective formulations and serums. A hero product by the brand, the Niacinamide 10% + Zinc 1% Serum, is purchased once every 2 seconds across the globe and The Ordinary has retailed almost 300 million units till date.

The Ordinary is an evolving collection of treatments offering familiar, effective clinical technologies positioned to raise pricing and communication integrity in skincare. On popular demand, the brand strengthens its geographical footprint in Asia as they foray into the Indian subcontinent and retail their science-backed formulations across the country through Nykaa’s omni-channel model of brick-and-mortar stores and online presence.

Launching exclusively with Nykaa, The Ordinary marries the retail proposition between India’s Leading Lifestyle Retailer (Nykaa) and Estee Lauder Companies India to meet the rapidly growing consumer demand for science-backed skincare in the Indian market. In June, The Ordinary will unveil its brick-and-mortar presence in all Nykaa Luxe stores across the country, as well as retail its robust product assortment online on Nykaa.com and on the Nykaa app.

On the launch, Nicola Kilner, CEO and Co-Founder of The Ordinary by DECIEM says, “India is a special country for DECIEM. It was one of our Founder, Brandon's most loved countries to visit, alongside the home country which raised our Chief Scientific Officer, Prudvi Kaka. We have watched with happiness as our audience has grown in India, and we are incredibly pleased to be at the point in time to announce our launch with Nykaa. Nykaa is a beauty retail pioneer within India, and the perfect home for The Ordinary.

We will continue our commitment to bring highly effective, clinical, science-backed skin treatments with integrity.”

Rohan Vaziralli, General Manager at The Estee Lauder Companies, India says, “The Ordinary has created waves with its clinical formulations as well as its honest and transparent approach to beauty. We are excited to introduce The Ordinary to our diverse consumer base as a brand positioned to be an affordable, Science backed Skincare brand with a simplistic approach to beauty!”

Commenting on the launch, Anchit Nayar, CEO E-commerce Beauty, Nykaa said, “With their honest formulations, affordable price point and effective clinical technologies, The Ordinary has completely revolutionized skincare, making actives far more relatable and accessible than ever before. Their single-ingredient, scientific approach to beauty has been immensely popular globally and is much sought after by Indian consumers. We look forward to launching yet another power-packed brand by the Estée Lauder Companies on Nykaa.”

The Ordinary Overview Categorized by key ingredient components & product functions. Prices start at INR 500.