Founded in Canada in 2016, The Ordinary has gained recognition for revolutionizing the skincare conversation and making effective products accessible to all. Instead of investing in high-profile celebrity campaigns, the brand claims to channel its resources into potent active ingredients and the proven efficacy of its formulas.
“When we created The Ordinary, our goal was to bring transparency to an industry often lacking authenticity. Every product we make is grounded in scientific research. By prioritizing science over trends—and embracing simple packaging and honest communication—we let our formulas speak for themselves,” explains Jesper Rasmussen, Global Brand President.
After winning over consumers around the world — with a presence in more than 30 countries — The Ordinary has now entered the Brazilian market. “Brazil, with its strong demand and passionate consumers, has always been a key focus for our growth. Given the brand’s existing popularity there, expanding into the country was a natural next step,” explains the executive.
Scientific approach and accessible prices
The Brazilian skincare market offers vast potential—but it’s also fiercely competitive, with many established local players. To set The Ordinary apart, Jesper Rasmussen is betting on science: clinically backed formulas, proven efficacy, and prices that remain within reach.
“Faced with the multitude of options available on the market, the effectiveness of our formulas remains our main asset. Our communication strives to educate the public, allowing them to understand how to build a skincare routine, knowing what they are actually applying to their skin. All our products are developed by a scientific team of over 150 specialists in our own laboratories, located in our head office in Toronto. Our ability to formulate and develop our products in-house is precisely what sets us apart from our competitors.”
To keep prices accessible, The Ordinary has opted to package some of its Canadian-made products in Brazil. “This helps us avoid passing on additional costs to consumers. We’ve invested significant effort to ensure our products remain affordable, even as we enter a new market,” explains Rasmussen.
Bestsellers debut exclusively at Sephora
The Ordinary’s Brazilian distribution will be handled by The Estée Lauder Companies, the brand’s parent company. A selection of its most popular products will launch exclusively at Sephora, the country’s leading prestige beauty retailer, both in stores and online.
“We are confident that partnering with a global beauty leader like Sephora is key to making our products accessible to as many people as possible. We hope this collaboration will help us reach an even broader audience in Brazil,” emphasizes the brand’s Global Brand President. He adds that the brand’s main objective is to build awareness locally and win over both skeptics and devoted skincare fans.
The brand, which also has its own stores in Canada, the United States, and the United Kingdom, may also choose this option in Brazil. “We are constantly looking to expand and be as accessible as possible in new markets. We are guided by opportunities and we would be delighted to open a The Ordinary store in Brazil soon,” concludes Jesper Rasmussen.
