Long-awaited arrival: The Ordinary set for Japan launch in May in partnership with @cosme

The Ordinary will be available in 20 @cosme stores across Japan and online at @cosme Shopping from May 29 onwards.

The Ordinary is a single-ingredient skin care brand that gained a cult following for its high-quality ingredient and effective formulas at affordable prices.

The brand is also known for its authenticity and transparency when it comes to education and communication.

Today, it is one of the most searched skin care brands on TikTok with #TheOrdinary garnering 4.4 billion views.

The Ordinary was founded in 2016 by skin care company DECIEM, also known as The Abnormal Beauty Company.

DECIEM co-founder and CEO, Nicola Kilner believes the brand will resonate well with Japanese skin care consumers.

“One of our principles is to deliver transparency and honesty to our customers. Knowing that Japanese consumers have a wealth of knowledge about skin care ingredients, I am particularly excited about the launch in Japan,” ​she said.

“I hope it will encourage people to accurately understand what they are putting on their skin and consider whether they are overpaying for skin care products.”​

A beacon of success

In 2021, The Estée Lauder Companies increased its stake in DECIEM to 76%, which added The Ordinary to its portfolio of brands. The acquisition increased Estée Lauder’s ownership of the firm from approximately 29%.

Since Estée Lauder acquired the firm, it has expanded the footprint of The Ordinary globally.

In 2022, the company launched in India through a partnership with Indian omnichannel beauty and fashion company Nykaa.

CosmeticsDesign-Asia​ previously reported​ that Estée Lauder recorded a growth of almost 50% in India in fiscal 2023 thanks to the success of The Ordinary.

In the second quarter of fiscal 2024, The Ordinary recorded double-digit organic sales growth “globally and across all geographic regions”.​

The high demand for The Ordinary helped Estée Lauder offset the overall decline of its skin care business and brand such as Clinique, Origins, and its eponymous luxury brand.

Estée Lauder chief executive Fabrizio Freda has highlighted the significance of The Ordinary to the company as a long-term growth engine for skin care, especially with the heightened demand for derma beauty products.