Affordable skincare brand The Ordinary arrived with a bang. Suddenly, it was everywhere. Serious skincare at seriously low prices. Or clinical formulations with integrity as the brand describes itself.
People went nuts for it. Myself included. Had a cupboard full which, for the most part, I’ve now used up. And I like a lot of their stuff. But I’m worried. Things are not looking to good at The Ordinary HQ. The CEO of parent company Deciem, Brandon Truaxe, is having a bit of a situation over on Instagram. He took over the company Instagram account in January and it’s been a wild ride.
Throwing shade at competitors. Hiring and firing suppliers. Photos of dead sheep and other randomness. He also enjoys a good old barney with his followers (you know, his customers) in the comments section. And not in a funny clapback kinda way.
Then came news of bad Glassdoor reviews and a culture of bullying. Followed by the departure of some senior bods, notably the co-CEO, the Chief Financial Officer and the firing of the entire US team. Finally, he posted that video, since deleted, of him hiding in a bush crying for help and asking followers to call 911, which led to questions about his mental health.
And I’ve noticed something else. The products seem a little harder to come by. Many stockists have reduced the range, or are showing items as out of stock. The Ordinary line has disappeared completely from ASOS.
Is this the end of The Ordinary? While none of the above sounds great, there are other signs that point to business as usual. The recent announcement that they are due to launch five sunscreens, for one. And Estée Lauder, who bought 28% of Deciem last summer, are unlikely to let it sink without trace.
Still, I’ve done a little re-up, restocked that cupboard with some faves and some others I’ve been meaning to try. If there are products from The Ordinary that you love maybe snap them up ASAP, that’s all I’m saying.
Til next time,