The Ordinary is no stranger to beauty enthusiasts across the globe — Indians have been shelling out a fortune for overseas shipping since they launched in 2013. The cult brand — known for its science-backed skincare formulations and affordable price points — finally forayed into the Indian market earlier this month in partnership with Nykaa, under Estee Lauder Companies.
Leading with science
Nicola Kilner, CEO and co-founder of the brand’s parent company DECIEM, reveals that the India launch has been in the works since 2017, when she visited the country and met the Nykaa team along with the late Brandon Truaxe, who founded The Ordinary. “India has always been an important market for us. It is among the top 10 countries where our Instagram followers are from and we are always asked through comments when we will be entering the country. Our launch plans were delayed due to the onset of the pandemic, but we are finally here,” she says.
