The Ordinary strengthens European reach with three launches at Sephora
Three products from The Ordinary have launched in-store at Sephora Europe. Only available online, so far, these bestsellers from the flagship brand of the Deciem group will now be more easily accessible to European consumers.

Early September, the AHA 30% + BHA 2% Peeling Solution, “Buffet” and Niacinamide 10% + Zinc 1% will be available in several Beauty-To-Go assortments across select European retail locations. According to the brand, the move marks the first step of The Ordinary expansion at Sephora bricks-and-mortar stores in Europe.

Created in 2016 by Deciem, the beauty company currently led by Nicola Kilner, The Ordinary made its first steps at Sephora Europe in December 2019 with an online launch in France, Spain and Italy, followed by Germany a year later.

Since March 2021, Sephora has become one of The Ordinary’s key retail partners across Europe with a multi-market online expansion roll-out [1].

We are thrilled to continue our journey with Sephora and to make a first step into their retail locations across Europe,” says Nicola Kilner, Co-Founder and CEO of Deciem. “This expansion allows even more audiences to access some of our most-loved clinical formulations within The Ordinary and to get the advice and expertise they need. I truly believe there is nothing as important as human connection, and we are excited to be available in real life in Europe later this year.