What The Ordinary is known for
Toronto skincare brand launched in 2016 by DECIEM founder Brandon Truaxe, offering single-active, plainly labelled formulas at low prices. Part of DECIEM, in which Estee Lauder acquired a minority stake in 2017.
The Ordinary was launched in 2016 by DECIEM, the Toronto beauty company founded in 2013 by Brandon Truaxe (born Ali Roshan, an Iranian-Canadian former computer scientist). Truaxe conceived DECIEM as an 'Abnormal Beauty' company reacting against what he saw as a lack of transparency in the skincare industry, and The Ordinary became its best-known line, built around clearly labelled, single-active formulas sold at prices well below typical prestige skincare. Estee Lauder acquired a minority stake in DECIEM in June 2017. Truaxe was removed as CEO in October 2018 following erratic public behaviour, and died in Toronto in January 2019.
How ORBIS reads this city
Best for — Single-active basics.
More in Naples
- Angela Ciampagna — Naples
- Anna Matuozzo — Naples
- Arquiste — Naples
- Atelier Cologne — Naples
- Barba Napoli — Naples
- Barbarulo / Gemelli da Polso (4 generations) — Naples
- Baruti — Naples
- Boadicea the Victorious — Naples
Where next
- Clarins — Naples
- Drunk Elephant — Naples
- Shiseido — Naples
Hand-curated for ORBIS · no paid placement