It’s just $13 but this foundation has a 25,000 person wait list
WHEN a small skincare brand rolls out a foundation that has a 25,000-person waitlist, it must’ve done something right.
CHOOSING the right foundation is no easy task.
The Australian beauty market is flooded with colours, textures, consistencies, claims and various pricetags — making it a time-consuming task to land the perfect match.
So when a relatively small skincare brand launches a $13 foundation that generates a 25,000-person waiting list ... it must’ve done something right.
Cult beauty brand The Ordinary, which launched last year, has already developed a name in the cosmetic industry for their ‘game-changing’ formulations.
A subsidiary of Canadian cosmetic companyDeciem,The Ordinary takes pride in basic skincare focusing on core ingredients at a reasonable price.
The brand’s core focus has been skincare, but this week announced it will be rolling out its very first foundation in April.
The Ordinary will release two variants — The Ordinary Colours Coverage Foundation and The Ordinary Colours Serum Foundation.
Each foundation will be available in 21 shades, and will retail for less than $13 each.
In just 12 months, The Ordinary quickly acquired a cult following and sells one unit every 5.5 seconds.
Taking to Instagram to announce the launch of the foundation, the brainchild behind the brand — Brandon Truaxe — said the new products were “very low in viscosity and offer moderate coverage that looks natural with a very lightweight serum feel.
“Coverage Foundations contain higher pigment levels in a non-oily cream texture but still offer a smooth finish that avoids the heavy make-up look that can make skin appear more aged.”
So what makes the The Ordinary, well, extraordinary?
The collection prides itself on being simple and affordable, yet technically and scientifically advanced with its formulations. Its ingredients include vitamin C, niacinamide and retinoid.
Self-termed “the abnormal beauty company,” The Ordinary uses ingredients we should be using on our faces, but without the insanely high pricetags.
Each bottle — whether it be advanced retinoid, a vitamin C serum or hyaluronic acid — contains just one or two active ingredients.
Because of the low ingredient count, the creators behind The Ordinary products are able to keep manufacturing and packaging costs low.
“[Skincare] is a function-led category, as opposed to fragrance or fashion where it’s very much around the story. With skincare you want results,” Nicola Kilner, co-chief executive of Deciem told Popsugar.
“Think about paracetamol, a simple painkiller. If you saw paracetamol for $2 and you saw another for $300, you would never buy the $300 one because you’re buying paracetamol, it is what it is, it’s a commodity.
“So really, The Ordinary is about saying — there’s a lot of ingredients that everyone knows, they’re very much proven and there’s been so much research, they definitely work — if these are the ingredients you want, then stop paying through the roof for them, because they are a commodity.”
The foundation will be available to online consumers through its website from mid-late April.
The Ordinary Colours Serum Foundation will retail for $12.70, and The Ordinary Colours Coverage Foundation will be available for $12.90.