The Skincare Brand That’s Anything But Ordinary: Deciem’s New Name Is Set To Shake Up The Industry

As consumers we have a long standing misconception that you get for what you pay for – particularly in skincare. With a new wonder ingredient popping up every few months, often fancy marketing campaigns and complicated names dupe us all into thinking it’s the new-found secret to turning back the clock; whether that’s gold flecks, the poop of a turtle or grass harvested only during a full moon, usually it’s a load of old tosh created to make us part with our cash in the hopes of a better face. Although we can’t actually stop our skin from ageing, there are definitely ways that we can keep it looking plump, fresh, vibrant and radiant for longer; many of the ingredients that we’re told to invest in do genuinely help (Retinol, Vitamin C and Rosehip Oil among others,) but often they command such a high price tag it makes the formulas they reside in prohibitive. Not everyone can afford to spend £30 or £40 on a face cream, but I can bet that every one of us is interested in trying those ingredients that promise to fade away the early mornings. Deciem are a company I have a huge amount of love for, because they’re so focused on creating products that truly work for the masses; none of their products command ridiculous prices and none of them promise things they can’t deliver. With the launch of the newest brand under their name, The Ordinary, they’re set to revolutionise the way we buy and use skincare once again – but this brand is anything but ordinary.

The range consists of ten individual and incredibly simple (yet proven to be effective) serums that start from as little as £4.90; the most expensive in the range is £12.70. Although they don’t have the most easy to understand names, descriptions or directions, The Ordinary has made hi-tech skincare affordable and achievable no matter your budget. Because the formulas are so simple and the packaging so basic (as well as quantities being so high,) the prices are kept at a minimum while still making a profit – proving how many skincare products are simply overpriced and over-packaged. Deceim founder Brandon Truaxe explains: “The Ordinary brings to market ingredients that are well known, well proven, but typically overpriced and disguised as ‘new’ innovation. There is nothing ‘luxurious’ or ‘educated’ about overpaying for commodity, no matter how effective that commodity is. Skincare is functional and not about telling stories.”

Although I disagree with the fact that skincare is simply functional (as women we enjoy the sensory experience as much as the visible results,) there’s no doubt that there’s a huge opportunity here and The Ordinary is set to shake things up for the foreseeable future. Looking at the list of products available, even as someone who lives and breathes skincare I’m slightly baffled; this isn’t a range you’ll pop into store and pick up on a whim, but one you’ll research and understand fully before deciding which serums will meet your needs. With names like ‘Magnesium Ascorbyl Phosphate 10%’ and ‘Vitamin C Suspension 23% + HA Spheres 2%’ (catchy) there is a very specific market in mind here: those of you that know your stuff, know what you want and know how to use it.

What’s so exciting is that these little bottles take the ingredients that make a difference and formulate them in such a way that they can be added into any skincare regime with ease; whether you want to layer them, add them into your usual moisturiser or mix and match daily depending what your skin is craving, this is an affordable way of creating a bespoke routine. From Retinol that helps to trick skin into behaving like it used to, Hylaronic Acid that helps capture and hold onto moisture to plump skin, Lactic Acid that works as a gentle exfoliator to lift away dullness and Vitamin C that brightens while working as an anti-oxident, there is a bottle with your name on it whatever you’re after. I’ve no doubt that some of the big name players will be a little concerned about their super premium ingredients being so accessible, but that’s why I love Deciem so much: they’re a force for good in an industry that’s often really quite wicked.

If you’re interested in ‘anti ageing’ type products or skincare in general, I would thoroughly recommend you spend a good hour getting to know the different products and reading their guides on what the ingredients have been proven to achieve; I have my personal favourites (including Buffet, Advanced Retanoid 2% and Hylaronic Acid 2%) but making recommendations isn’t really what The Ordinary is about – it’s about creating a regime that works for you personally. Skincare launches are ten a penny, but this is a brand I’m incredibly excited about and think everyone should try. With prices that start at a fiver, you can afford to guilt-free too.

What are your thoughts on The Ordinary? Are you excited, baffled or not quite sure what to make of such a completely different way of buying skincare?

The Ordinary is currently available online, with priced starting from £4.90. Watch this space as I’ve a feeling you’ll be seeing more of this brand on a high street near you soon.

 Features PR samples unless otherwise stated. To read my full disclaimer, click here.  



  1. Joanne Mallon
    October 7, 2016 / 10:22 am

    I'm REALLY excited about this range. It's so innovative and really shaking things up in the beauty industry. One up for the skincare geeks. So what if you have to do a bit of homework before you use it – we're all intelligent women aren't we?

    • Hayley Carr
      October 10, 2016 / 3:04 pm

      Exactly Joanne!

  2. Pam Scalfi
    October 7, 2016 / 11:47 am

    I'm not loving the look of these products but if they work, who cares they're pretty darn affordable.Pam xo/ Pam Scalfi♥

    • Hayley Carr
      October 10, 2016 / 3:04 pm

      Yep, they're 100% functionable and 0% pretty!

  3. Gigibird
    October 7, 2016 / 2:07 pm

    I purchased The Buffet and the vitamin C and love them both but especially the buffet. If you know your own skin needs as you say and aren't fussed about how simple the products are presented this brand will transform how we all look at skincare products.

  4. Leanne Page
    October 8, 2016 / 5:38 pm

    I've been seeing these all over instagram. I'm really surprised at how affordable the are. I think its great that brands like this are making great skin accessible for everyone. And to be honest, if a product has rubbish packaging but works amazing i'm happy. Its when a product has super fancy packaging and turns out to be rubbish i'm really unhappy xxLPage Beauty

    • Hayley Carr
      October 10, 2016 / 3:05 pm

      You and me both! This is definitely a brand that 'gets' skincare and what women want – albeit in a very basic bottle.

  5. Lime_Smoothie
    October 11, 2016 / 8:31 pm

    Just ordered some of these products- really looking forward to using it. I like the packaging, I've been using a Hylamide serum the last couple of months, which is the same packaging, and find the dropper really effective at dispensing product.

  6. Zodle
    October 15, 2016 / 10:26 pm

    Thnx Hayley.Just received my haul of The Ordinary. Quietly confident of their skin enhancing properties but will post my review in a couple of weeks when Ive had a chance to properly assess efficacy. Also took delivery of Deciem's STEMM haircare range for those of us more follicly challenged – watch this space!

  7. Anonymous
    April 22, 2017 / 11:41 pm

    Minimal packaging is what keeps costs affordable. I couldn't care less what the bottle looks like as long as its affordable and works!

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