NOT SO ORDINARY
Grazia India|January 2023
Nicola Kilner on her journey of scaling the business for the most sought-after skincare brand in the world
PRATIKSHA ACHARYA
NOT SO ORDINARY

Each year brings with it yet another beauty product that becomes all the rage, but very few can compare to the popularity achieved by The Ordinary when it first hit shelves in 2016. The breakout star of 2017, The Ordinary by DECIEM was the precursor of the usage of active compounds for skincare, with no frills attached. The brand’s journey since then has been nothing short of sensational. CEO and co-founder of parent company DECIEM, Nicola Kilner has had front-row seats to the entire show, and has often steered the ship away from controversies to their one goal: Making skincare accessible to all. Now launching their haircare range, Kilner talks about the highs and lows of the journey.

The Ordinary’s inception was anything but ordinary. “We launched The Ordinary to prove a point and for it to bring the pharmacy angle of beauty into play. Buying medicines is easy, and you roughly know the price point of the medicine, but the same can’t be said about beauty. So when we first proposed the idea of The Ordinary to one of the biggest retailers in North America and the UK, they said that consumers won’t understand it, and that the packaging wouldn’t work,” says Kilner. But Kilner and the late Brandon Truaxe (cofounder of DECIEM) chose to go with their gut, and birthed a worldwide phenomenon with The Ordinary, which, Kilner says, they never really expected.

هذه القصة مأخوذة من طبعة January 2023 من Grazia India.

ابدأ النسخة التجريبية المجانية من Magzter GOLD لمدة 7 أيام للوصول إلى آلاف القصص المتميزة المنسقة وأكثر من 9,000 مجلة وصحيفة.

هذه القصة مأخوذة من طبعة January 2023 من Grazia India.

ابدأ النسخة التجريبية المجانية من Magzter GOLD لمدة 7 أيام للوصول إلى آلاف القصص المتميزة المنسقة وأكثر من 9,000 مجلة وصحيفة.

المزيد من القصص من GRAZIA INDIA مشاهدة الكل
More Than It Seams
Grazia India

More Than It Seams

Who says lace can’t be hewn from leather? Or that paper can’t sit on the body like a weathered old sweater? In a time of rampant production and boundless creativity, is material the final frontier for designers? When all else seems lost to the algorithm, fashion’s deceptive ingenuity requires us to look a little closer

time-read
5 mins  |
November 2024
Under The Needle
Grazia India

Under The Needle

With filler-face phasing out, we are embracing the natural aesthetic but not how you might expect it

time-read
5 mins  |
November 2024
BUILDING A LEGACY
Grazia India

BUILDING A LEGACY

Driven by passion and a commitment to quality, this brand is making a mark in the luxury furniture market with a perfect blend of local artistry and global design

time-read
3 mins  |
November 2024
A WALK DOWN FIFTH AVENUE
Grazia India

A WALK DOWN FIFTH AVENUE

From high fashion to historic landmarks, this coffee table book explores how Fifth Avenue became the heartbeat of New York's cultural and social scene

time-read
5 mins  |
November 2024
NO SEX, MO' PROBLEMS?
Grazia India

NO SEX, MO' PROBLEMS?

At a time when sex seems to be everywhere, women are experiencing a dip in their sexual desires. We find out why

time-read
4 mins  |
November 2024
TABLE FOR ONE, PLEASE
Grazia India

TABLE FOR ONE, PLEASE

In a world obsessed with couplegoals, here’s why taking yourself out for a date might just be the ultimate love story

time-read
3 mins  |
November 2024
THE DREAM CANVAS
Grazia India

THE DREAM CANVAS

In the city that wholeheartedly embraces its role as a global cultural hub, the second edition of Art Mumbai promises to redefine creativity and innovation

time-read
4 mins  |
November 2024
SPRING FORWARD
Grazia India

SPRING FORWARD

Of hits, misses, and everything in between this season at Lakmé Fashion Week x FDCI

time-read
2 mins  |
November 2024
LUST-WORTHY LUXURY LABELS
Grazia India

LUST-WORTHY LUXURY LABELS

To Light Up This Wedding Season

time-read
2 mins  |
November 2024
ICONIC DESIGN MEETS A MOBILE FUTURE
Grazia India

ICONIC DESIGN MEETS A MOBILE FUTURE

The new Dell XPS is designed for new age content creators and suave C-suite

time-read
2 mins  |
November 2024