Marketing
The Ordinary: Viral TikTok Skincare with Over 1.8M Followers
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Cathy Carpetta
November 17, 2023
The Ordinary, celebrated for becoming TikTok's most popular skincare brand and backed by stars like Kim Kardashian and Holly Willoughby, has revolutionised beauty standards.
This article explores the brand's commitment to simplicity, transparency, and affordability, combined with its viral success on TikTok with user-generated content (UGC). Here is how The Ordinary captivated audiences globally and redefined what consumers expect from skincare.
1. What's The Ordinary all about?
Located in Toronto, Ontario, Canada, The Ordinary, a part of the Deciem family, has grown rapidly. The Ordinary has become a dominant player in skincare. Deciem, its parent company, was valued at approximately $3.6 billion when Estée Lauder completed its full acquisition in 2024.
Founded in 2016 by Brandon Truaxe and Nicola Kilner, Estée Lauder, a leader in prestige beauty, increased its stake in Deciem Beauty Group to over 70% in 2021, and completed the full acquisition in May 2024 for approximately $1.7 billion total (Estée Lauder Companies, 2024).
In 2021, Deciem's net sales soared to about $460 million, with The Ordinary driving the majority. By fiscal 2024, Deciem was on track to reach close to $700 million in net sales (Puck News, 2024), and http://theordinary.com alone generated $113.6 million in online revenue that year (Grips Intelligence). In 2025, The Ordinary expanded into China through a partnership with Sephora, targeting growing demand for science-backed skincare. The global skincare market reached $178.63 billion in revenue in 2025 and is estimated at $190 billion in 2026 (Precedence Research).
Skincare Hero's research, spanning from May 2020 to May 2021, revealed that The Ordinary emerged as the world's most sought-after skincare brand, leading in search popularity across 41 distinct countries.
Its product line ranges from serums to moisturizers, each with a focus on potent ingredients like hyaluronic acid and retinol, all wrapped up in minimalist packaging that lets the results speak for themselves.
The brand's success on platforms like TikTok comes down to a few key factors.
2. The rise of The Ordinary: A Lesson in marketing and authenticity
The Ordinary's journey from a disruptive start-up to a global phenomenon offers valuable insights into effective marketing and business strategy.
By prioritising authenticity and simplicity, the brand has managed to resonate with consumers seeking straightforward skincare solutions.
2.1 5 Key marketing strategies of The Ordinary
2.1.1 Straightforward product naming
The brand's transparent approach to product naming and formulation has reshaped the industry. The Ordinary's product names, like Niacinamide 10% + Zinc 1%, mirroring entries in a chemistry book, have demystified skincare for consumers.
This clarity in naming and packaging has made the brand accessible and appealing.
2.1.2 Affordable and effective products
Emphasising value for money, The Ordinary offers high-quality skincare products at prices that defy industry standards.Their products are priced between £4.40 and $28.90, with the majority costing less than £10.
The pricing strategy is centred on transparency and affordability, which has been a key factor in its success. By disclosing the concentration of active ingredients and focusing on the cost of raw materials, the brand has offered unmatched value to its customers.
This strategy has attracted a broad consumer base, challenging the notion that effective skincare must be expensive.
Nicola Kilner, co-founder and CEO of Deciem noted, "I think one of our biggest principles has always been that the price point doesn't define luxury. Actually, in my opinion luxury is about authenticity. For us, it was always around actually talking about the efficacy of the products and ingredients used."
2.1.3 Gender-neutral and inclusivity
The Ordinary's gender-neutral packaging and marketing strategy have widened its appeal, tapping into the growing demand for inclusive beauty products.
Based on the Mintel report titled 'The Next Genderation', it is reported that 56% of consumers in the UK believe that embracing diversity is now a requirement for beauty brands.
Nicola Kilner stated in an email that The Ordinary was never designed to target any specific gender identity. She explained that both the packaging and the formulations of the products are focused on being direct and educational.
Kilner also mentioned that instead of featuring models in their campaigns or on social media, The Ordinary uses its own employees. She believes this approach reflects their diverse and passionate fan base who are united by their love for skincare and being, fundamentally, just human beings.
2.1.4 Educating consumers
The brand's educational approach, focusing on the science behind skincare, has helped consumers make informed choices, fostering trust and loyalty.
The brand offers detailed product descriptions, lists of ingredients, and explanations of their functions. This informative approach helps customers make well-informed decisions and better understand their skincare needs.
2.1.5 Tailored skincare regimens
The brand offers personalised skincare regimens through its website, where customers can specify their skin concerns and goals to receive customized product recommendations. This tailored service not only aids in product selection but also enhances customer engagement and satisfaction.
2.2 Impact on the beauty Industry
The Ordinary's transparent and simplified approach to skincare has prompted a shift in the industry. By demystifying skincare formulations and prioritising consumer education, The Ordinary has set new standards, encouraging other brands to follow suit.
3. The Ordinary's digital presence and viral marketing campaign
3.1 Omnichannel strategy
The brand's strong social media presence across Instagram, Facebook, YouTube, and TikTok, combined with engaging newsletters, showcases its commitment to connecting with its audience.
By 2026, The Ordinary has grown to over 1.8 million followers and 26.6 million likes on TikTok, making it one of the most popular skincare brands on the platform.
The official #theordinary hashtag on TikTok surpassed 4 billion views in 2023. By 2025, viral product launches like the GF 15% Solution and Volufiline 92% serum kept the brand at the center of skincare conversations on the platform.
This popularity on TikTok, especially among beauty brands, reflects a broader trend where prestige beauty brands are adopting TikTok's raw and unfiltered aesthetic to connect with shoppers in a more personal and conversational tone. Brands like CeraVe, The Ordinary, and Too Faced have reported viral views and soaring sales as a direct impact of their presence on the platform.
3.2 The TikTok virality
3.2.1 "Vampire blood"
A TikTok video by user @kaelynwhitee, showcasing the remarkable effects of The Ordinary's AHA 30% + BHA 2% Peeling Solution on her acne, unexpectedly generated over $1 million in sales for the beauty brand. Kaelyn's video, which has been viewed 3.5M times, led to a surge in demand for the serum, with over 100,000 bottles sold in just a few weeks.
Despite some online calling the product 'scary' and 'terrifying', its popularity soared, especially among Gen Z consumers. The "vampire blood" beauty trick, as it's been dubbed, has since sparked a trend on TikTok, with numerous users trying out the product.
3.2.2 The "Notox"
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