The Ordinary is an evolving collection of treatments offering familiar, effective clinical technologies positioned to raise pricing and communication integrity in skincare. The brand was created to celebrate integrity in its most humble and true form. Its offering is pioneering, not in the familiar technologies it uses, but in its honesty and integrity. The Ordinary is born to disallow commodity to be disguised as ingenuity. The Ordinary is "Clinical formulations with integrity".
The Ordinary exists to communicate with integrity and bring to market effective, more familiar technologies at honourable prices. The Ordinary takes pride in honesty, fights innovation stagnancy in the beauty industry and indirectly celebrates the depth of innovation its brands continue to bring to the category.