There’s a new vegan skincare brand at Sephora and it’s selling out like hotcakes. Launched on the beauty website on Dec. 20, The Ordinary has taken the world by storm with its quality products and insane prices.
The Ordinary is one of ten brands under the parent company Deciem, which calls itself an “umbrella of brands focused on advanced functional beauty.”
The founder of Deciem, Brandon Truaxe, created the Toronto, Canada-based company in 2013 with the tagline, The Abnormal Beauty Company. Dedicated to changing everything in beauty, Deciem is leading the way in transparency about ingredients and new product creation.
The sleek design and unique product names are noteworthy, but the price is what seems out of place, especially for an often expensive retailer like Sephora. Outside of the high-strength oil solution with vitamin C derivative, Ascorbyl Tetraisopalmitate Solution 20% in Vitamin F–a mouthful, I know–priced at $17.80, the majority of the other products are under ten dollars. According to CEO Brandon Truaxe, Deciem spends its time focusing on high-quality ingredients that are widely available all over the world, which keeps the prices down.
The price is helpful for this Sephora-addict, but Deciem’s commitment to vegan skincare is what has made me a repeat customer. None of the products under the Deciem umbrella are tested on animals and the company does not pay others to do so. As a testament to their dedication to this ethos, none of their brands are sold in mainland China since those sales require animal testing for registration purposes. Truaxe stated, “the unnecessary torture of animals is wrong.”
Deciem received some backlash in June 2017 when they merged with Estée Lauder Companies, a brand not known for creating cruelty-free products. Thankfully, this did not change Deciem’s commitment to vegan skincare. In a letter to supporters, Truaxe affirmed the company’s dedication not testing on animals, keeping prices low, not changing formulas–unless they’re improvements–and not changing their mindset.
On the impact that his products have had on the beauty industry at-large, Truaxe says,
“Skin healthcare is where the most innovation is needed, but the least is happening. If you go into a department store, you’ll see products that have been around for 10 years and haven’t changed. By creating The Abnormal Beauty Company, I was acknowledging the lack of consumer trust in the business. And then I created a platform that could be leveraged to introduce new brands.”
Not one to take the internet at face value, I tried one of the products and was blown away by the results. Below is my review of the product I tried and some others I am looking forward to buying!
Niacinamide 10% + Zinc 1%
Advertised as reducing the appearance of skin blemishes and congestion, Niacinamide 10% + Zinc 1% has been a staple in my beauty drawer since I purchased it. Within one week I saw brighter skin and a reduction in the appearance of my acne scars.
Glycolic Acid 7% Toning Solution
I have always had issues with dull skin, so when I saw a toner that aims to combat that, I was intrigued. The 7% toning solution claims to offer mild exfoliation for improved skin radiance and visible clarity.Whenever it comes back in stock, I’m buying it.
Lactic Acid 10% + HA 2%
I discovered the benefits of lactic acid–reduce acne breakouts and other signs of aging–about a year ago and since then I’ve been saving up to purchase products from Sunday Riley or Drunk Elephant. At a fraction of the price–$6.79!–this serum has a high-strength lactic acid peeling formula to create smoother and healthier-looking skin. Sign me up.
What are your favorite discount vegan skincare products? Have you tried The Ordinary?
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Photo: Ayo Ogunseinde via Unsplash, The Ordinary via Deciem