BEAUTY REPORTER

NOT SO ORDINARY - Touted as *the* skincare brand globally, The Ordinary now makes its way to India with its potent potions

- SANJANA SALUNKHE

Did you know that The Niacinamide 10% + Zinc 1% Serum by The Ordinary is purchased every two seconds across the globe? The brand, to date, has retailed almost 300 million units of the cult serum, and yet people want more. As a skincare brand, The Ordinary has been solely responsible for educating consumers to pick the ingredients for their skin first instead of looking for solutions to their problems. And today, every “skintelligent” consumer wants a piece of this affordable, science-backed skincare brand. As The Ordinary finally debuts in India with Nykaa and The Estée Lauder Companies, we speak with chief scientific officer, DECIEM, Prudvi Kaka, who tells us how the brand plans to leave its mark on the Indian market.

GRAZIA: Tell us about the philosophy behind using chemical-based products?

PRUDVI KAKA: Much of this chemical-free discussion results from marketing tactics that often use misinformation to further the ‘clean beauty’ narrative. Labelling a product chemical-free is scientifically incorrect as everything is a chemical. Last year at DECIEM, we launched the ‘Everything is Chemicals’ campaign to offer unbiased evidence on the use of chemicals in cosmetics and aid confused consumers with meaningful, backed resources. We do our research to ensure that all our products are tested and formulated safely.

G: What has been the inspiration behind the brand and the packaging?