Why it belongs in ORBIS
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.