The Ordinary’s limited edition Serum Foundation is set to make a comeback this month. Designed to support skin through simplicity and help you achieve a flawless foundation base with every wear, this is one product you don’t want to miss out on.

Upon first launching the Serum Foundation in 2017, the brand known for championing uncomplicated skincare with effective, active ingredients, was praised by the beauty community for its fluid texture, natural finish and accessible pricing, so much so, that the foundation garnered a 25,000-person waitlist.

After discontinuing the line in 2022, The Ordinary was inundated with demands to bring the product back, and finally, the community’s wish has been granted. The fan favourite Serum Foundation will be available to purchase from February 22nd – but only until stocks last!

Available exclusively from The Ordinary’s website, the Serum Foundation will return in its full 36-colour shade range.

The Ordinary Serum Foundation, $12.70 from theordinary.com

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What’s behind the comeback?

It’s no secret that the highly saturated beauty industry has left the community craving high-quality, skin-loving products. It’s for this reason, according to Scientific Communications & Brand Engagement Manager Rita Silva, that The Ordinary decided to bring back its fan-favourite foundation. 

“When it comes to complexion products and consumer demand, there’s always a parallel with the evolution of media and technology. This may not be happening in every single country, but there’s certainly a global shift from ultra-filtered, low-resolution images, to high-resolution, candid shots with minimal editing. And because of this, natural-looking, lightweight foundations that still provide good coverage have received high praise from consumers over the past few years,” Silva explains. 

“Many members of our community had loved the lightweight, medium-coverage, “your-skin-but-better” foundation in The Ordinary’s Serum Foundation, so much so that we have not stopped receiving comments and DMs asking for its return since the end of 2022. This is to say that this comeback was inspired by our community’s requests a lot more than it was by any market trend – we couldn’t be more excited to bring this well-loved formulation back!”

How important is inclusivity and accessibility at The Ordinary?

If there’s one thing the beloved skincare brand has always been guided by, it is a desire to bring high-quality formulations and ingredients to everyday consumers without charging premium prices that promote exclusivity within the industry. 

“The Ordinary was created out of frustration with the beauty industry, as it was commonplace at the time to charge premium prices for very simple formulations and ordinary ingredients,” explains Silva. “We wanted to be part of a shift within the industry, by removing economic barriers and providing consumers with better access to ingredients and formulations at affordable prices.”

When creating the Serum Foundation back in 2017 with 22 original shades, the brand was committed to upholding these values, adding a further 15 shades by 2022 to accommodate more skin tones and types, “We will be re-launching The Ordinary’s Serum Foundation with the same 36 shades,” Silva says. 

Simple skincare for the win

Unlike other products on the market that promise to ‘do it all’, packed with difficult-to-pronounce compounds and long ingredient lists, the returning Serum Foundation prides itself on its ability to support skin through simplicity.

“Our foundation was never supposed to be a skincare-infused product – much like most of our initial launches, these are simple formulations, containing ingredients that help a product perform its main function,” explains Silva. “In this case, the main function of this product was always to provide lightweight, medium coverage to the skin.” 

“For skin-loving ingredients, consumers can explore our many serums, oils, and suspensions,” she adds. “Our new GF 15% Solution has shown some impressive results: it immediately smooths and brightens, visibly reduces wrinkles in 1 week, and firms and lifts the skin of the face and neck in 4 weeks. Additionally, this product offers barrier support, for stronger, more resilient skin with one use.”