Ain't that Ordinary

Beauty brand The Ordinary made the use of potent skincare actives a common practice globally. It's finally in India and it's huge, says Sukriti Shahi

- Sukriti Shahi

The Ordinary-a Canada-based beauty brand launched in 2016-changed the skincare game with its affordable and highly-effective products. Led by the power of single ingredients, fuss- and fragrance-free formulas, and minimalist packaging, The Ordinary holds a unique positioning in the beauty market.

It's the brand that introduced us to the idea of using chemical peels at home and made us comfortable with using and layering potent actives. The Ordinary has forayed into the Indian market in partnership with Nykaa, under Estée Lauder Companies. We spoke to the brand's Chief Scientific Officer, Prudvi Mohan Kaka, about key processes that make it a unique offering.

ELLE: AS THE BRAND FORAYS INTO THE INDIAN MARKET WITH EXISTING SKUS AND NO CHANGE IN FORMULATION, HOW DO YOU THINK IT WILL BE SUITABLE FOR INDIAN SKIN TYPES?

PRUDVI MOHAN KAKA (PMK): I am from Visakhapatnam, and I understand the different skin needs in India so the concern is valid. However, the main category that The Ordinary leads with is serums which are light in texture and suit any environment. With regards to skin suitability, all our products are tested on different skin types and textures and most of these are non-sensitising. Taking these two factors into consideration, we don't see a problem with our products not suiting the Indian skin type. Of course, the brand communication propagates patch testing and continuing only if it suits the skin. Also, an important point to note here is that the brand offers actives in lower concentration as well, which is a recommended way to start if you're new to using potent solutions in your skincare routine.

ELLE: WHEN IT COMES TO USING ACTIVES IN SKINCARE, THE INDIAN AUDIENCE STILL NEEDS TO BE EDUCATED. DOES THE BRAND HAVE CUSTOMER EDUCATION IN THEIR PLAN?