Budget beauty products may come and go, but no brand has disrupted the skincare market quite like Deciem’s The Ordinary. The range, which launched in August 2016 to the applause of beauty insiders around the globe, is known for offering clinically-proven formulas for a fraction of what they typically cost – think £4.20 for a retinol emulsion, or £5.50 for a squalane cleanser.
The concept was both a revolution and an education, each bottle clearly labelled with ingredients that consumers had been using for years, but had rarely heard of by name. No longer was finding the right combination for your complexion a mystery, but a logical, transparent process – and an affordable one at that.
Previously, the best way to get your hands on The Ordinary’s arsenal of high potency serums, oils et al was to order them online – but now fans of the offering can stock up on their local high street, as it’s launching into Boots stores across the country.
Perhaps you’re already loyal to the line, or have been tempted to try it in the past but prefer to shop in person. Either way, you can now buy The Ordinary at selected Boots stores and at boots.com, making it more accessible than ever.
‘The Ordinary brings brilliant, high-perfomance and efficacious products to Boots. With highly effective ingredients, the brand will make it easier for our customers to curate a skincare wardrobe at great affordable prices,’ says Joanna Rogers, commercial director of beauty and gifting at Boots UK, said of the new arrival.
And no matter what your skin concerns may be, there’s something in that wardrobe that will work for you:
5 The Ordinary Products to try if you don’t know where to start
To protect against signs of ageing
An excellent entry-level retinol, and one that’s reportedly loved by Kim Kardashian, no less. If you want more power, it also comes in a 5 per cent formulation – or for something much gentler, opt for the soothing Retinol 0.2 per cent or 1 per cent in squalane. (Note: SPF should be a part of any skincare regime regardless, but if you’re using retinol, it’s absolutely non-negotiable).
Acid often sounds scary, but hyaluronic is not – in fact, it’s one of the most hydrating, thirst-quenching serums you can apply to your skin, with the ability to attract up to 1,000 times its weight in water. The Ordinary’s is one of the most effective – and cheapest – on the market.
This solution is infused with a water-soluble form of vitamin C, an effective antioxidant which is known for its ability to brighten the skin tone. Just a few drops per day can help combat the dullness brought on by pollution and other environmental factors.
To liven up tired eyes
With a high concentration of caffeine and EGCG derived from green tea leaves, this bottle will ‘wake up’ your skin to reduce the appearance of dark circles and puffiness in your eye contour.
To boost clarity and smoothness
Glycolic acid is the primary AHA here; this exfoliating blend will even out your complexion, easing pore congestion and revealing more radiant skin beneath. Most people should be fine with the recommended twice-weekly application, but do approach with caution if you have sensitive skin.