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Results, not just talk… That’s basically what The Ordinary, the skincare brand owned by the American group Est\u00e9e Lauder,<\/b> promises. It emphasizes a scientific approach<\/b>, with the right combination of ingredients for optimal effectiveness.<\/p>\n
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And it is with this reassuring, no-frills pitch that Est\u00e9e Lauder hopes to regain ground in China<\/b>.<\/p>\n
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Launched in 2013 in Canada by the Deciem<\/b> group, which focuses on disruptive beauty brands, and bought by Est\u00e9e Lauder in mid-2024, The Ordinary quickly made a name for itself around the world<\/b>. This was thanks to its high-potency, single-ingredient formulation, namely \u201cNiacinamide 10% + Zinc 1%\u201d – and its direct-to-consumer sales model.<\/p>\n
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Through its innovative approach, particularly popular with Gen Z<\/b>, it has not only succeeded in establishing itself in mature countries (North America, Europe, Australia) but also in emerging markets such as India, the Middle East and South Africa.<\/p>\n
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In 2023, it was one of the fastest-growing skincare brands of Est\u00e9e Lauder<\/b>, with a turnover now estimated at around 700 million euros (735 million dollars).<\/p>\n
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But the Middle Kingdom was missing from its list of achievements<\/b>. Admittedly, over the past five years, The Ordinary had already made a name for itself in China via cross-border platforms such as Tmall Global, with a few thousand followers on the Xiaohongshu social network and e-commerce site.<\/p>\n
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But the brand had not yet made its physical appearance directly in this giant market. The Estee Lauder Companies therefore announced at the beginning of February the launch of The Ordinary in China.<\/b> \u201cWe are delighted that The Ordinary is making its debut in mainland China this month thanks to its proven disruptive launch strategy,\u201d announced St\u00e9phane de la Faverie, its new CEO<\/b> who took the reins on January 1st, at the same time as the results of The Est\u00e9e Lauder Companies.<\/p>\n
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