The Ordinary is a not-so-ordinary name in today’s skincare industry. They’re one of the leaders in the skincare arena with scientifically backed products and also a powerful social media presence. 

Founded by the visionary Brandon Truaxe under the umbrella of Deciem, The Ordinary set out to disrupt the industry by offering clinical formulations with integrity.  The Ordinary has mastered connecting with a diverse audience through a clean, minimalistic aesthetic and a commitment to transparency that connects with today’s beauty consumers.  

Whether you’re a beauty brand looking to replicate its success or a marketer seeking actionable insights, this in-depth analysis by House of Marketers will provide the clarity you need to understand and potentially emulate its social media magic.

In this case study, we’ll dissect The  Ordinary’s social media approach, revealing the tactics and strategies that have helped them dominate platforms like TikTok and Instagram. 

What Makes ‘The Ordinary’ Extraordinary? – Social Media Marketing Case Study

The Ordinary’s success is rooted in several key strategies:

• Personalised Strategy – Positioning as a transparent and close-knit business where nothing is done behind closed doors fostering trust and reliability
• Creating Engaging, Informational Content –The Ordinary’s campaigns focus on creating content that resonates with an informed and skincare-savvy audience.
• Strategic Partnerships – Collaborating with businesses who genuinely share their vision and mission of providing quality products without compromising on sustainability and affordability
• Always-Engaged Strategy –  Maintaining continuous engagement through a dedicated marketing team to help humanise their brand.

Let’s explore the brand in detail and  break down their strategy

Who is Behind “The Ordinary”?

Brandon Truaxe was a Canadian entrepreneur with a unique background in computer science and chemistry. Early in his career, he worked in software development for the beauty industry, where he quickly noticed how much transparency was lacking and how often prices were inflated. Frustrated by these practices, he decided to create something different—something genuine. In 2013, he founded Deciem, with a mission to shake up the beauty industry by focusing on honesty and accessibility.

This vision came to life in 2016 with the launch of The Ordinary. The brand turned the industry on its head by offering high-quality, science-backed skincare at affordable prices, stripping away the usual marketing fluff. The Ordinary’s clear and straightforward approach quickly struck a chord with consumers worldwide, making it a true game-changer in the beauty space.

How much is The Ordinary Worth?

The Ordinary has evolved into a multi-billion-dollar brand, with its parent company, Deciem, being valued at over $2.2 billion when Estée Lauder completed its acquisition in 2024. Currently, The Ordinary generates net sales ranging between $500 million and $1 billion. 

In 2022, Deciem reported revenues surpassing $460 million, underscoring the sustained appeal of The Ordinary’s transparent, science-driven skincare approach. Over the past two years, leveraging Estée Lauder’s global expertise and expansive network, The Ordinary has significantly broadened its consumer base, launching in key markets such as India, the Middle East, and South Africa.

Dissecting The Ordinary’s Positioning Strategy

Positioning itself as a Transparent, Close-Knit Business

One of The Ordinary’s most remarkable strategies is its ability to present itself as a small, transparent, and close-knit business rather than an opaque corporate giant. This authenticity resonates with their audience, making the brand feel accessible and trustworthy. The Ordinary builds a genuine connection with its followers by showcasing the faces and stories behind the brand. This approach allows consumers to see the people and processes that make The Ordinary, well, ordinary. It’s a tactic that fosters loyalty and positions the brand as one that cares about more than just profits.

“If we have one goal as a group, its to add accountability to the beauty business” – Brandon Truaxe (founder)

A lot of their content features their inhouse teams testing out products, reviewing the products, or even sometimes making them in labs, despite being a 2.2+ billion dollar business The Ordinary’s marketing positions itself as a very close-knit approachable and friendly by featuring the faces that make Ordinary, extraordinary.

https://www.instagram.com/reel/C9fU68dtFz6/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==  

Ordinary Skincare takes transparency to the next level by giving its audience a behind-the-scenes look at the people and processes involved in creating their products. Through platforms like Instagram, they share content that highlights their team, their work environment, and the meticulous processes involved in skincare formulation. This kind of content demystifies the skincare industry and builds consumer confidence by involving the user in the process and showing that real experts are behind the products.

Source: Instagram

Quality Skincare – Minus the Markups 

Before The Ordinary arrived in the industry, many skincare brands were known for inflating their prices by using meaningless buzzwords like “anti-aging,” “rejuvenating,” and “brightening” without any clear explanation or evidence of how these products delivered on such promises. These brands capitalised on consumers’ lack of knowledge about skincare ingredients, allowing them to charge premium prices for products that often did not justify the cost.

The late Brandon Truaxe, the co-founder of Deciem, recognised this gap between ingredient costs and product prices. The Ordinary challenged this status quo by stripping away the marketing fluff and focusing on what matters: high-quality, effective ingredients at an honest price.

Most of The Ordinary’s products boast a price tag under $10, making them more affordable than many drugstore alternatives. This value-driven strategy, echoes the success of brands like CeraVe, proving that offering a superior product at an accessible price is a winning formula.

 By prioritising transparency and affordability, The Ordinary has set a new standard in the skincare industry, making it clear that quality does not have to come at a high cost.

How Does ‘The Ordinary’ Market’s Itself?

Educating an Informed Audience

Unlike many brands that oversimplify their messaging, Ordinary treats its audience as smart and capable of understanding the complexities of skincare formulation. By creating educational content that delves into the science behind their products, Ordinary empowers consumers to make informed decisions. Whether through detailed YouTube videos or informative posts on social media, the brand’s content is designed to educate rather than just sell. This approach not only differentiates them from competitors but also positions them as a thought leader in the industry, further solidifying their relationship with a knowledgeable and discerning audience.

 

A Customer-First Approach

In an industry often criticised for exploiting insecurities, Ordinary stands out by taking a customer-first approach. They go against the grain by refusing to prey on the insecurities of their impressionable and young audience. Instead, they focus on promoting skin health and educating consumers about their skincare needs. This strategy positions The Ordinary as a brand that genuinely cares about its customers, which not only builds trust but also fosters long-term loyalty. By prioritising the well-being of its audience over quick sales, The Ordinary has cultivated a reputation as a brand with integrity.

https://www.instagram.com/p/C3qEjbruRcW/?utm_source=ig_web_copy_link

The Ordinary’s Content Marketing Strategy

Fostering Trust and Credibility

Their visual strategy is heavily focused on imagery that evokes trust and reliability. By using visuals that highlight sterile lab equipment, clean environments, and professionals in lab coats, the brand subtly communicates its dedication to science and precision. This imagery isn’t just about aesthetics; it’s about reinforcing the brand’s message that their products are developed with care and expertise. Such content ensures that viewers associate the brand with credibility, further strengthening their trust in the products.

Source: Youtube

Their recent campaign featured scientific molecule structures of the chemicals used in their skincare products. This no-nonsense approach to advocating for transparency within the beauty industry is unique to Ordinary 

https://www.instagram.com/p/C6cEXB0S4qc/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

Light-Hearted Content for a Balanced Social Media Strategy

While Ordinary Skincare’s content is generally serious and educational, they also know the value of keeping things light-hearted when appropriate. By occasionally incorporating memes and humorous content, the brand relates to its core Gen Z and millennial audience in a way that feels natural and authentic. 

However, their marketing team does so sparingly and strategically, ensuring that the tone remains consistent with their overall brand identity. The platform-specific approach helps them engage with their audience without diluting their message, showing that they understand the nuances of social media marketing. 

They have the most fun with their content at TikTok by making funny teaser videos. As of 2024, The Ordinary’s TikTok account had over 1.6 million followers and 21.3 million likes. Notably, a viral TikTok campaign featuring their AHA 30% + BHA 2% Peeling Solution generated over $1 million in sales in just a few weeks, demonstrating the brand’s ability to convert social media engagement into substantial revenue​.

@theordinary

gtg sorry 🏃‍♀️ #theordinary #fyp

♬ original sound – dalia

 

Using a balanced mix of trendy and educational content on Instagram and using behind-the-scenes and review/reaction content on Youtube.

https://www.instagram.com/reel/C95E9WWtfMw

Strategic Collaborations with Like-Minded Brands

Collaboration is a key component of The Ordinary’s marketing strategy. By partnering with like-minded businesses, they extend their reach while maintaining alignment with their core values. Recently Ordinary partnered with (di)vision (Clothing (Brand) at the Copenhagen Fashion Week. With sustainability at the forefront of their minds, @di_vsn uses upcycled and reconstructed materials to create their unique pieces which align with Ordinary’s vision of affordability and sustainability.

https://www.instagram.com/reel/C-dH9mzt5YV/?utm_source=ig_web_copy_link

These collaborations are carefully chosen to ensure that they resonate with both brands’ audiences, creating mutually beneficial relationships. This strategy not only introduces Ordinary to new customers but also reinforces its brand message by associating with other trusted names in the industry. Each collaboration is a testament to Ordinary’s ability to connect with its audience on a deeper level, beyond just product offerings.

Strategic collaborations can enhance a brand’s reach. Take a look at how Rimmel London executed an omnichannel influencer campaign to engage their audience across multiple platforms. 

House of Marketers Insights – What Makes The Ordinary’s Marketing Strategy Brilliant

Having A Defined Unique Selling Proposition

Transparency and education are at the heart of The Ordinary’s branding. The brand is committed to equipping consumers with the knowledge they need to make informed decisions about their skincare. By breaking down the science behind their products, The Ordinary explains ingredients and their benefits in a way that is both simple and accessible, making their users confident in their purchase decisions.

Creating a Community

Focus on building a community around your brand. Reinforce your brand’s vision and actively engage with your audience. Taking part in trends and making informational yet quirky content helps to build an engaged audience in the long run

A community-driven approach can significantly enhance customer loyalty and create a sense of belonging among your customers. 

The Power of Cohesive Marketing

Much of Ordinary Skincare’s success can be attributed to its in-house marketing team, which is deeply embedded in the brand’s values and vision. This team understands the intricacies of the brand and can craft content that is both compelling and true to the brand’s ethos, presenting a cohesive branding effort.

Conclusion 

The Ordinary’s rise to prominence is a masterclass in how transparency, education, and strategic marketing can create a powerful brand presence. By maintaining a commitment to quality and affordability, fostering trust through transparency, and engaging meaningfully with their audience, The Ordinary has set a new standard in the skincare industry.

The Ordinary’s success story is a testament to the power of having a dedicated in-house marketing team that deeply understands the brand’s values and vision. However, not every brand has the luxury of such a specialised team.

That’s where House of Marketers comes in.

We understand that building a strong brand presence and executing effective marketing strategies require expertise and consistency—qualities that our team brings to the table.

Let’s work together to bring your brand to the forefront of your industry, much like The Ordinary has. 

We specialise in helping brands achieve this kind of success using influencer marketing and UGC marketing. If you’re looking to elevate your brand and connect with a wider audience through effective social media strategies, we invite you to contact us for a free consultation and proposal.