There are so many skincare lines out there that in order for a new brand to find its niche, they have to be about a specific ingredient. Glow Recipe is about fruit, Verso is about Retinol, Caudelie is about grapes, Biossance is about squalane. Out of everything that Biossance could be about, squalane is not bad at all. It’s a great ingredient.
Brand Review | The Inkey List (niacinamide, retinol, eye creams, oat cleanser & more)
Gender neutral, ingredient focused, inexpensive and TikTok famous. Sounds like The Ordinary good, right? Over the past few months, I’ve been testing out quite an assortment of The Inkey List’s skincare products to see if they can make my skin look as Gen Z as the audience they market to.
The brand, the products, the controversy: The Ordinary
The Ordinary -the brand that hasn’t stopped making headlines since it launched. The Ordinary is a sub-brand of Deciem, a company that houses ten different brands, all launched at the same time in 2013. Its tagline isn’t “The Abnormal Beauty Company” for nothing.