UPDATE: December 21, 2017 4:30 p.m. When we first heard that Deciem was launching The Ordinary at Sephora last month, we thought the news couldn’t get any more exciting. Well, my friends, the time has come — it’s here, and we’re stoked.
If you still have a few holiday gifts to scoop up, consider handing over your funds to Sephora, as all of The Ordinary’s fan-favorites are now lined on the beauty retailer’s e-shelves, ready for the taking, er buying. Hyaluronic Acid 2% + B5! Granactive Retinoid* 2% Emulsion! Niacinamide 10% + Zinc 1%! It’s all there — waiting for you (and your wallet) at sephora.com.
This story originally posted on November 30, 2017.
Hold onto your hats and find a seat, my fellow skin-care addicts because I’m about to hit you with arguably the most stellar skin-related news of the season. A lofty claim, I know, but just wait for it…
The Ordinary, a.k.a. the affordable, efficacious brand backed by science that’s made a major splash this year, is officially making its way to the U.S. market, according to a WWD report. This means you can wave sayonara to the superfluous shipping costs and say hello to the luxury of being able to walk into a store IRL to try out all the goodies prior to making a purchase.
Its parent company, Deciem (also aptly called The Abnormal Beauty company), plans to open up 10 stores throughout the U.S. within the next six months, seven of which will be spread out across Manhattan, Miami, Los Angeles, and San Francisco. And what’s more, The Ordinary, which is easily the company’s most renowned brand, is due to launch nearly all of its products (with the exception of a select few) online on Sephora this December — December 20 to be exact . And they’ll be available in Canada, too. Brandon Truaxe, chief executive officer and founder of Deciem, told WWD the goal is to launch in Sephora stores in March, but explained that this could be delayed because of supply issues due to high demand. (Seriously, people can’t get enough.)
And if this isn’t enough exciting news, I’ve got even more for you, folks. Sephora also has plans to launch a not-yet-released brand called Abnomoly, which, according to Deciem’s co-ceo, Nicola Kilner, will include innovative, even odd, if you will, products like hyaluronic acid-infused mouthwash, as well as mints, ointments, and more. In other words, beauty-related items that don’t exactly fit in at your local drugstore.
Needless to say, this is a lot of good news to take in, and it makes me want to go home right now and slather on my favorites from The Ordinary, some of which include its Hyaluronic Acid 2% + B5, 100% Plant-Derived Squalane Oil, and the Niacinamide 10% + Zinc 1%. Oh, and how could I forget the cult-favorite Coverage Foundation? So many winners, so little time.
- The Ordinary Is Coming Out With a Follow-up to Its Massively Successful Serum Foundation
- Here’s Exactly What Salicylic Acid Does to Your Skin
- ColourPop Will Soon Be Available at Sephora
Now, check out the Best of Beauty base winners: