Fragrance house

The Ordinary

The Ordinary was founded in 2016 by Brandon Truaxe and developed in Toronto as part of DECIEM, the beauty company he founded there in 2013 as an umbrella for multiple brands. Its identity is grounded in science, ingredient transparency, functional formulations, simple naming, and a no-nonsense aesthetic. From its launch, the skincare line pared back unnecessary scent, packaging, and unproven ingredients, emphasizing active ingredients and transparent presentation. The brand became DECIEM’s flagship, within a company whose wider identity centered on ingredient transparency and science-backed skincare. Truaxe died in January 2019 after being removed from his role, ending his direct public leadership of the company behind the brand. Estée Lauder Companies first invested in DECIEM in 2017, became its majority owner in 2021, and completed the purchase of the remaining interests on May 31, 2024. Following that acquisition, The Ordinary remained DECIEM’s flagship, with transparency, quality, and authenticity among its founding values.