The Ordinary is a brand under the DECIEM umbrella and is an evolving collection of treatments offering familiar, effective tested 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 was born to disallow commodity to be disguised as ingenuity.

The Ordinary is a brand from DECIEM. We are an umbrella of brands focused on advanced functional beauty. Our team is specialised in materials chemistry and biochemistry, and we have brought pioneering innovation to skincare. In the category of functional beauty, integrity is rare. Commonplace technologies are referred to as groundbreaking and insensible pricing strategies confuse the audience, disguising commodity technologies as advanced. 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 industry and indirectly celebrates the depth of innovation our brands continue to bring to the category. "When we started, doubt was the only thing that was certain. And whilst everyone was doubtful, my personal doubt was perhaps the strongest. We knew we wanted to change all things in the world of beauty. Everyone's guidance was that "you can't do 10 things at once". And so we did what was the right thing to do. We decided to do 10 things at once and called our craziness DECIEM, coming from decima, the latin word for 10 in a sequence" Brandon Truax – Deciem Founder.All DECIEM products across all brands including The Ordinary, are free of parabens, sulphates, mineral oil, methylchloroisothiazolinone, methylisothiazolinone, animal oils, coal tar dyes, formaldehyde, mercury and oxybenzone.

DECIEM does not test on animals and does not pay others to do so. For this reason none of our brands are sold in mainland China since such sales require animal testing for registration purposes.