Yesterday (February 20), according to media reports, after a two-year hiatus from producing makeup, Estée Lauder Group’s skincare brand The Ordinary has re-launched its serum foundation product. This “fan favorite” foundation is now available in 36 shades and is being sold on the brand’s official website for a limited time starting today (February 21), priced at £6.40 (approximately ¥58.8).
In a statement, The Ordinary’s parent company, Deciem, explained, “The Ordinary foundation was discontinued in 2022, but due to constant requests from the public to bring back these formulas (yes, we saw all the comments), The Ordinary has listened to their feedback.”
“Without feedback from society, we could not have grown Deciem and The Ordinary to the scale they are today, so this feedback is crucial for the brand.”
It is understood that when Deciem decided to streamline its brand portfolio, The Ordinary ceased production of foundation and concealer two years ago. Previously, in a post announcing the discontinuation, The Ordinary stated, “Its makeup line had not attracted enough fans to justify the production costs.”
According to public information, Estée Lauder Group announced the completion of its acquisition of DECIEM on June 3, 2024, for a total amount exceeding ¥12 billion. DECIEM is known as an “extraordinary beauty company,” and its flagship brand is The Ordinary. It is also reported that The Ordinary has officially entered Sephora in China and is set to launch on Tmall and Douyin platforms this July to expand its sales channels.
