By Jia Lissa 
Few brands have managed to demystify the complex world of skincare quite like The Ordinary. Since its inception a decade ago, the brand, a flagship of Deciem, the aptly named "The Abnormal Beauty Company," has cultivated a fiercely loyal following by stripping away the marketing jargon and presenting active ingredients in clear, straightforward product names. This commitment to transparency is not just a branding strategy; it’s the cornerstone of a business model that prioritizes potent formulations at accessible price points, often costing less than a casual lunch.
The Ordinary’s impact on the beauty industry cannot be overstated. It challenged established norms by placing ingredient percentages front and center, such as in its iconic Niacinamide 10% + Zinc 1% serum, Hyaluronic Acid 2% + B5, and Retinal 0.2% Emulsion. This approach empowered consumers, allowing them to make informed decisions about what they were applying to their skin. This plainspoken ethos, combined with understated packaging, has resonated deeply, proving that high-performance skincare does not necessitate a prohibitive price tag.
The brand’s meteoric rise, marked by product launches that often trigger waitlists and multiple Allure Best of Beauty Awards, is a testament to its disruptive influence. While skincare remains its core offering, The Ordinary has judiciously expanded its catalog to include scalp and hair treatments, and even a revived Serum Foundation, demonstrating a commitment to a holistic approach to beauty. Navigating its extensive lineup, however, can still present a learning curve, with terms like percentages, peptides, acids, suspensions, and microemulsions requiring a degree of understanding. This guide delves into some of The Ordinary’s most celebrated products, explaining their efficacy, usage, and why they have earned a permanent place in countless beauty routines.
HA-ppy Skin: Hyaluronic Acid 2% + B5
Launched as part of The Ordinary’s original 2016 collection, the Hyaluronic Acid 2% + B5 serum was an early indicator of the brand’s commitment to science-backed formulations. Its distinctiveness lies in its multi-molecular weight approach to hydration. The serum features a 2% concentration of five different forms of hyaluronic acid, including hydrolyzed hyaluronic acid and sodium hyaluronate crosspolymer. These ingredients work synergistically across various layers of the skin’s surface to attract and retain moisture, thereby plumping the skin and diminishing the appearance of fine lines.
Complementing the hyaluronic acid is panthenol, also known as pro-vitamin B5, which significantly enhances moisture retention and supports a healthy skin barrier. Further reinforcing this barrier are phospholipids and sphingolipids. Glycerin, a potent humectant, provides an additional layer of hydration, while red algae extract contributes to skin conditioning. This carefully curated blend ensures that the skin feels supple, hydrated, and resilient.
Senior staff writer Elizabeth Gulino attests to the serum’s enduring efficacy, stating, "I’ve been using The Ordinary’s reformulated Hyaluronic Acid 2% + B5 serum (with ceramides) for years and don’t plan on stopping. I first picked it up because of its approachable price point, but I’ve become a repeat customer thanks to the product doing its job by keeping my skin soft and hydrated. I use it year-round, and it layers wonderfully under moisturizer.”
Set the Tone: Glycolic Acid 7% Exfoliating Toner
The Ordinary’s Glycolic Acid 7% Exfoliating Toner has become a cult favorite for its powerful yet accessible exfoliating properties. The toner’s star ingredient, glycolic acid, is an alpha hydroxy acid (AHA) known for its ability to gently loosen dead skin cells on the surface. This process gradually refines skin texture, enhances brightness, and evens out skin tone, revealing a smoother, more radiant complexion. Beyond facial use, its efficacy extends to other areas, including the scalp.
Dr. Maya Thosani, a board-certified dermatologist, highlights its versatility, noting, "Leaving it on allows the glycolic acid to break down excess scale and absorb excess oils. The bottle’s precise nozzle also makes it especially easy to apply.” To mitigate potential irritation, the formula is enhanced with soothing aloe and a Tasmanian pepperberry derivative containing polygodial, a plant compound known for its anti-inflammatory properties. Ginseng, rich in antioxidants, further contributes to the skin-calming benefits.
While the toner can be used daily, individuals new to chemical exfoliants or those with sensitive skin are advised to begin with two to three applications per week. This cautious approach allows the skin to acclimate to the active ingredient, minimizing the risk of redness or discomfort, while still reaping the benefits of exfoliation on the face, scalp, or even rough patches on the body.
Senior commerce director Shanna Shipin shared her experience: "This product is like a pharmacy: It fixes everything. I use this to soften the rough skin on my elbows, heal the cracks along the sides of my feet and heels, and tamp down the closed comedones that wreak havoc on my forehead (particularly after I got bangs). It’s also worked wonders in lightening my underarms, which has been an uphill battle. I have perpetual dermatitis and eczema, so I love that it’s a gentle but effective solution that I haven’t managed to overdo—despite being someone who doesn’t have a great track record with chemical exfoliants. When I’m especially dry—mostly on my face (it’s not the case elsewhere on my body)—it does sting just a bit, but that goes away quickly and hopefully gives way to freshly regenerated skin cells underneath!”
Smooth Talker: PHA 5% Exfoliating Lip Serum
Physical exfoliants for the lips can be effective, but they are not always the gentlest option. The Ordinary’s PHA 5% Exfoliating Lip Serum offers a less abrasive alternative. It utilizes 5% gluconolactone, a polyhydroxy acid (PHA) with relatively large molecules that primarily work on the skin’s surface. This gentle action effectively loosens dead skin cells without manual scrubbing, making it suitable for even sensitive lips.
A 1.5% blend of citric, malic, and tartaric acids provides additional smoothing benefits. The serum’s base, composed of glycerin, draws in moisture, while ectoin supports the delicate lip barrier. The vibrant pink-to-peach tint is derived from antioxidant-rich black-carrot extract, though it disappears upon application, meaning it doesn’t function as a lip stain.
Commerce editor Sarah Han noted its effectiveness: "My lips are perpetually dry and textured, and it’s a big pet peeve of mine. When I forget to apply a lip mask before bed (which is very often, sigh), I immediately apply a dot of this exfoliating serum all over my lips, and bam, an instantly smooth pout. (Well, I do wait a few minutes for it to fully dry down—it’s a bit tacky at first—before applying any actual lip color.) My only qualm? I wish it looked as pink as it does online, but alas, it’s nowhere near that hue IRL.”
Weightless Wonder: Serum Foundation
The Ordinary’s Serum Foundation, a product with a notable history, made a triumphant return to the market after a brief hiatus. Originally launched in 2017 as part of The Ordinary Colours collection, its absence in 2022 was met with significant fan outcry, prompting its revival. The brand has reassured consumers that the original formula, celebrated for its featherlight feel and natural-looking medium coverage, has been reinstated.
Despite its name, this is not a hybrid skincare-makeup product. The term "Serum" refers solely to its exceptionally fluid texture, and the brand confirms it contains no active skincare ingredients. Instead, fast-evaporating silicones ensure seamless application, leaving behind a virtually undetectable finish. Coconut alkanes contribute to its silky glide without imparting greasiness.
The foundation’s pigment comes from titanium dioxide and iron oxides, though it should not be considered a substitute for sunscreen. Light-reflecting mica prevents the finish from appearing flat. This buildable, lightweight formula is particularly beneficial for those seeking to even out skin tone and soften the appearance of pores without the heavy feel of traditional foundations.
Contributing commerce writer Christa Joanna Lee shared her positive experience: "I’m dealing with quite a bit of new melasma after a summer in the sun—even though I was diligent about sunscreen, I promise—along with easily irritated skin that’s prone to redness. That said, I hate the feeling of wearing makeup; my ultimate test is whether I forget I have it on and nearly go to bed without washing my face. The Ordinary Serum Foundation passes with flying colors. It’s thin, lightweight, and spreads smoothly without looking streaky. Like most serum foundations, it isn’t endlessly buildable, and it doesn’t rely on a lineup of heavy-hitting skin-care ingredients. But as you can see in the video, it gives me just enough coverage to even out my skin tone while still looking and feeling like bare skin.”
A Grain of Comfort: Rice Lipids + Ectoin Microemulsion
For those seeking the nourishing benefits of a rich cream without the associated heaviness, The Ordinary’s Rice Lipids + Ectoin Microemulsion offers a sophisticated solution. This product moves beyond the brand’s signature single-ingredient serums, employing a more complex approach to hydration. The formulation ingeniously combines water-based hydrators with nourishing oils. Typically, such a blend would require emulsifiers that can lead to a waxy or heavy texture.
However, The Ordinary utilizes a high-pressure microfluidizer to break down the mixture into exceptionally small, uniform droplets. This advanced technique results in an unusually fluid lotion that absorbs rapidly, leaving no greasy residue. Rice lipids and jojoba oil work to seal in moisture and replenish the skin barrier. The inclusion of 2% ectoin provides soothing benefits and protects against moisture loss. Glycerin, sodium hyaluronate, urea, and sodium PCA further enhance hydration by attracting and retaining water in the skin. This microemulsion is particularly well-suited for dry, dehydrated, or sensitive skin types.
Commerce editorial assistant Hailey Roy noted its efficacy: "I have dry skin, and despite what some online reviewers may say, this ultra-lightweight serum doesn’t need to be paired with a thicker moisturizer to get the job done. It’s been my go-to all summer for multiple reasons: It’s affordable, it’s light enough that it doesn’t weigh down my skin, it moisturizes without feeling greasy, and I only need a few drops in the morning to keep my skin hydrated throughout the entire day. Even with NYC reaching rainforest-adjacent humidity levels recently, this serum never felt heavy or uncomfortable on my skin. I have yet to put it to the test in the winter, when my skin tends to get super dry, but for summer, this serum is just what my skin needs.”
More The Ordinary Products We Love:
Pore Power Pair: Niacinamide 10% + Zinc 1% Serum
The Ordinary’s Niacinamide 10% + Zinc 1% Serum played a pivotal role in elevating niacinamide from a lesser-known ingredient to a skincare staple. Previously found in proprietary blends at undisclosed concentrations, The Ordinary boldly featured a high 10% concentration of niacinamide, paired with 1% zinc PCA. This potent combination works to regulate excess sebum production, bolster the skin’s moisture barrier, brighten uneven skin tone, and minimize the appearance of enlarged pores and textural irregularities.
The streamlined, water-based formula is intentionally minimalist, featuring only tamarind seed extract to enhance its slightly viscous texture. Free from fragrance, oil, and silicones, it is particularly targeted towards individuals with oily or combination skin experiencing issues with shine, congestion, and post-acne discoloration.
Pep Talk: Multi-Peptide Serum for Hair Density
The Ordinary’s Multi-Peptide Serum for Hair Density represents the brand’s significant entry into the hair care market. This lightweight, leave-in treatment is formulated with a robust blend of five trademarked ingredient complexes: Redensyl, Procapil, Capixyl, Baicapil, and AnaGain, all designed to work in synergy with caffeine. These ingredients aim to promote the appearance of thicker and denser hair.
Dr. Whitney Hovenic, a board-certified dermatologist, explains the role of peptides in hair care: "Peptides are short chains of amino acids that act as signaling molecules, essentially ‘communicating’ with hair follicles and scalp cells." The serum’s formulation is intended to support hair density through various biological pathways.
Dr. Dara Spearman, another board-certified dermatologist, notes that these technologies may "support the appearance of fuller hair from several biological pathways." However, it is crucial to emphasize that this is a cosmetic serum aimed at improving the appearance of hair density and is not an FDA-approved treatment for hair loss, unlike medical interventions such as minoxidil. Consistent nightly application may help reduce shedding and make early thinning less noticeable, but it is not a substitute for clinically proven treatments, particularly for advanced hair loss or shedding linked to underlying medical conditions.
Milky Way: Saccharomyces Ferment 30% Milky Toner
For those seeking a gentler alternative to the brand’s Glycolic Acid 7% Exfoliating Toner, the Saccharomyces Ferment 30% Milky Toner presents an ideal solution. Its key ingredient, a 30% concentration of Saccharomyces yeast ferment, contains 3% N-acetylglucosamine. This amino sugar gently exfoliates the skin’s surface without the need for AHAs or BHAs, contributing to smoother, more even-toned skin with a reduced risk of irritation.
The formula also includes squalane, known for its moisturizing and barrier-supporting properties. The milky texture imparts a subtle, dewy glow, instantly refreshing dull skin. Dr. Alessandra Haskin, a board-certified dermatologist, describes it as a "balanced, clarifying toner that delivers the benefits of exfoliation and hydration" in one product, earning it an Allure Best of Beauty Award shortly after its launch.
Commerce editor Sarah Han praises its dual action: "I love, love hydrating toners, but when I’m dealing with texture and post-breakout dark spots, I reach for something with a little exfoliating oomph. The Saccharomyces Ferment 30% Milky Toner is so gentle, you’d barely even know it has exfoliating properties. But thanks to fermented yeast, it sweeps away dead skin cells like a dream.”
One Step Closer to Smooth: Retinal 0.2% Emulsion
For individuals who have graduated from beginner retinols, The Ordinary’s Retinal 0.2% Emulsion offers a higher strength option. This formulation features 0.2% retinal, a more potent derivative of retinol. Retinol requires two conversion steps in the skin to become active retinoic acid, whereas retinal is one step closer, enabling it to more efficiently address fine lines, dark spots, uneven tone, rough texture, and loss of firmness.
Due to retinal’s sensitivity, The Ordinary has encased it in microscopic hydroxyapatite particles for enhanced stability. The formula is housed in an opaque, airless pump to protect it from light and air degradation, a departure from the brand’s typical dropper bottles. The emulsion also incorporates oat-derived soothing compounds, bisabolol, antioxidant ergothioneine, and vitamin E to counteract potential dryness and discomfort associated with retinoid use.
Former associate manager of special projects Talia Gutierrez shared her positive results: "A humble brag, but my skin has never looked better, and I can credit it to a handful of The Ordinary products I have in my current skincare lineup. My most recent addition is this $15 retinol that I’ve worked up to using. It’s high-strength, meaning if you’re new to retinol, this may not be the product to use right off the bat, but if you’re looking for an affordable option that doesn’t dry out your skin but still delivers the fine-line and dark spot-reducing benefits, give this Retinal 0.2% Emulsion Serum a try."
Face the Clean: Squalane Cleanser
The Ordinary’s Squalane Cleanser garnered significant attention upon its release, quickly becoming a bestseller. This balm-like cleanser transforms into a clear oil upon warming in the hands, effectively dissolving makeup, sunscreen, and daily grime. It then emulsifies with water for a clean rinse, leaving no greasy residue.
The formula’s makeup-dissolving properties are attributed to plant-derived squalane, while glycerin ensures moisture retention. Sugar-derived emulsifiers facilitate the rinsing process. The cleanser’s popularity led to the introduction of larger tube sizes, reflecting its widespread appeal.
Firm Believer: Multi-Peptide + Copper Peptides 1% Serum
Formerly known as "Buffet," The Ordinary’s Multi-Peptide + Copper Peptides 1% Serum is a comprehensive treatment for mature skin concerns. It combines several signaling peptides designed to target fine lines, firmness, elasticity, and texture. Dr. Mona Foad, a board-certified dermatologist, highlights its benefits: "It offers broad peptide benefits, including copper tripeptide-1 to maintain collagen and elastin—two structural proteins mature skin gradually loses."
The serum’s distinctive blue hue is derived from the copper complex. Glycerin and two forms of hyaluronic acid provide immediate plumping effects by drawing in moisture. Amino acids, sugars, urea, and PCA contribute to mimicking the skin’s natural moisturizing factors, while allantoin offers soothing properties, ensuring the potent formula remains comfortable on the skin.
Spot the Difference: Azelaic Acid Suspension 10%
The Ordinary’s Azelaic Acid Suspension 10% played a crucial role in popularizing azelaic acid beyond prescription-only formulations. Azelaic acid has been recognized by dermatologists for its antibacterial properties against P. acnes, a key contributor to acne. Dr. Ava Shamban, a Beverly Hills-based dermatologist, explains, "Azelaic acid has been shown to be bactericidal against P. acnes, the bacteria on the skin that is one of the causes of acne."
This versatile ingredient also gently exfoliates surface cells, prevents pore congestion, reduces inflammation associated with breakouts, and gradually fades post-blemish marks. This makes the suspension an effective treatment for redness, acne, uneven tone, and rough texture. The "suspension" in its name refers to the dispersion of insoluble azelaic acid particles within a silicone-rich cream base, resulting in a silky, matte finish that is particularly beneficial for oily skin. It is important to use a pea-sized amount to avoid potential pilling or a chalky residue. Notably, azelaic acid is generally considered compatible with pregnancy and nursing, though consulting a healthcare professional is always advised for new skincare ingredients.
The Ordinary’s enduring success lies in its unwavering commitment to efficacy, transparency, and accessibility. By demystifying skincare ingredients and offering potent formulations at unparalleled price points, the brand has empowered a generation of consumers to take control of their skin health, proving that effective skincare can indeed be for everyone.
