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.
Denne historien er fra January 2023-utgaven av Grazia India.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent ? Logg på
Denne historien er fra January 2023-utgaven av Grazia India.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent? Logg på
Cultural Renaissance
With a vision to bridge Jaipur's artistic legacy and the global contemporary art world, HH Maharaja Sawai Padmanabh Singh and Noelle Kadar launch the Jaipur Centre for Art
LOVE, LOSS, AND LESSONS LEARNED
In conversation with Durjoy Datta, as he reflects on the emotional toll of writing intense stories, his journey as an author, and how his latest book revisits themes of love, second chances, and loss
All Eyes On THIS
Meet the newest standout brands on Grazia's beauty desk
Is Restocking Our Fridges A New Form Of Self-Care?
All the reasons why #restocking may not be as calming as it seems
SAVOUR THE TASTE OF SOUTHEAST ASIA
In the heart of our capital lies an extraordinary dining experience, unlike any other
ESCAPE THE ORDINARY
Luxury stays are now an essential part of our lives.
CHEFS ON THE LOOSE
Here's How Pop-Ups, Takeovers, and Workshops Are Heating Up the Indian Culinary Scene
NOT SO HIDDEN
What's making everyone wear acne patches, from transparent ones to colourful with bold designs, in public spaces?
RAISING THE BAR
With medi-facials on the rise, we're setting new benchmarks of our expectations from these treatments, and they're delivering
WHAT WORLD ARE WE LEAVING BEHIND FOR HER?
Despite stronger laws, crimes against women continue to rise in India. The International Day of the Girl Child is not one for celebration, but instead, one for igniting concern, awakening, and reformation