Beauty Diary: Axed item is ‘back’ after Aussies beg for its return
Three years after suddenly being discontinued, a product beloved by many for its cheap price tag has made a surprise come back.
Face & Body
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A discontinued make-up item that was beloved by fans for its “cheap” price and “amazing quality” has returned to shelves – three years after it was brutally axed.
The Ordinary, the affordable cosmesuticals brand owned by Deciem, has bought back its fan-favourite Serum Foundation after being flooded by requests from desperate consumers.
First launched in 2017, the foundation initially had a 25,000 person waiting list and quickly became a much-loved product alongside The Ordinary’s cult-skincare line, sought after for its serum-like texture, natural skin finish and accessible pricing.
“Ever since we discontinued our Colours make-up range, the Serum Foundation was clearly the most missed and fans were very vocal about it,” Rita Silva, Scientific Communications and Brand Engagement Manager at DECIEM, told news.com.au’s The Beauty Diary.
“Since 2022, we’ve received a constant stream of comments and DMs asking us to bring it back.
“So, for a limited time, it’s back and we will monitor our community’s sentiments and demand to understand if this formulation should be here to stay.”
Available in its full 36-colour shade range at $12.70 on the brand’s website, The Ordinary has stuck to its promise to being accessible for all.
“Our commitment to access is part of our DNA since the brand was founded, and one of the most glaring barriers to access for most people is price point,” Ms Silva said.
“Ensuring affordability is a non-negotiable for us. A general product development meeting with The Ordinary will always include conversations about, ‘How affordable can we make this product?’, without skipping quality and efficacy.”
In order to get a product to a “specific price point will depend on many different factors”, Ms Silva added, including ingredients, formulation, manufacturing, packaging, testing, and others.
“Beyond the fact that we do much of our research, formulation, testing and production in house, which allows for more visibility and control over these crucial stages – allowing us to make them as cost-effective as possible – ultimately our commitment to our community is our guiding star, and the reason why we have such a big focus on offering quality formulations at accessible prices,” she said.
News of the product’s return sent fans into a spin, after The Ordinary posted a photo of the cult-item on its Instagram page, along with the caption: “Absence makes the heart grow fonder.”
“I loved this foundation so much,” one replied.
“It was such a great affordable product. I would mix this with moisturiser or face oils for quick days. Glad this is coming back,” another remarked.
As someone else shared: “OMG, it was my favourite! I only just found a new foundation to replace it, but I will definitely go back to The ordinary foundation if it is still the affordable price point.”
“ARE YOU KIDDING ME? This is the holy grail foundation. I literally cannot find a replacement for it oh my god. My prayers have been answered,” declared one very happy user.
Many pointed out that the product, despite its name, isn’t actually a serum – a detail Ms Silva confirmed to The Beauty Diary.
“When The Ordinary launched this formulation, we called it Serum Foundation to highlight its fluid, serum-like texture,” she said.
“Contrary to popular belief, there are no active ingredients included to provide skincare benefit and that was very intentional.
“Our founder Brandon Truaxe wanted each product within The Ordinary to be very good at its main function, and this is why he wanted to develop a minimal, yet great foundation, that was also affordable. Our skincare products are skincare, and our foundation is a foundation, there are no overlapping benefits, and that was the intention all along.”
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Originally published as Beauty Diary: Axed item is ‘back’ after Aussies beg for its return