The philosophy of minimalism is The Ordinary cosmetics

The Ordinary is a Canadian cosmetics brand that gained popularity thanks to its philosophy of transparency and minimalism. The brand is owned by DECIEM, which also owns other cosmetics brands such as NIOD, Hylamide, The Chemistry Brand, Fountain and Abnomaly

The Ordinary's products are manufactured in various factories around the world. DECIEM has its own production facilities in Canada, USA, Europe and Asia. The Ordinary products can be bought online on the official DECIEM website, as well as in cosmetics stores worldwide. The EVA.UA site offers a fairly wide range of brand products.

What is so attractive about The Ordinary's minimalism?

The philosophy of The Ordinary is that skin care should be simple, understandable and affordable. This is a revolutionary brand that offers quality cosmetics at affordable prices. The means offered by the brand are distinguished by their laconic design, scientifically based composition and affordable prices. They are effective, safe and easy to use

## Simplicity and clarity

The Ordinary doesn't waste money on marketing gimmicks and fancy packaging. Their products focus on efficiency and results, not flashy appeal.

Transparency

The Ordinary clearly describes the composition of each product, explaining the effect of each ingredient. This enables consumers to consciously choose cosmetics that meet their needs.

Availability

The Ordinary makes quality cosmetics accessible to people of all budgets. Their products are much cheaper than their luxury brand counterparts.

Efficiency

The Ordinary uses only effective and safe ingredients that are scientifically proven to work. Their products really work, giving visible results.

The Ordinary offers a wide range of skin care products: cleansers, toners, serums, creams, masks, peels and more. Each The Ordinary product is designed to address specific skin concerns. Among its tools, everyone can find something that suits them.

## About the founder of The Ordinary

Brandon Truax was an Iranian-Canadian scientist and cosmetics entrepreneur. He was born in Tehran's Ali Roshan district on June 19, 1978. At the end of the 20th century, Truax studied computer science at the Canadian University of Waterloo. While interning as a software analyst at a New York cosmetics company, Truax was struck by the markups and final cost of products compared to the actual costs of making them.

Truax's first famous product was an anti-aging hand cream. It instantly became a bestseller, and it should be noted that customers used this cream for their face

DECIEM's multi-brand strategy was based on a vertically integrated structure: it had its own laboratory, its own production, its own e-commerce, physical stores and its own marketing infrastructure.

In August 2016, DECIEM launched The Ordinary, a twenty-seven-item product line. These products combined advanced science with affordable prices, embodying Truax's vision to "democratize complete skin care." At first, the line was sold exclusively online, later it appeared in department stores, and finally DECIEM opened a number of its own stores. At the end of 2018, DECIEM had 42 stores worldwide and sold more than one product every second. Annual sales revenue reached three hundred million dollars.

Brandon Truax died on January 20, 2019. He reportedly fell from the window of his own apartment in Toronto in the Distillery District (the Distillery District is a commercial and residential area in Toronto, the largest monument of Victorian industrial architecture in North America).