What's the BSci Behind... The Ordinary (Issue #24)

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Hi there,

This week we’re diving into the brand that made your bathroom shelf look like a chemistry set: The Ordinary

Launched in 2016 by Canadian beauty incubator Deciem, it promised clinical-grade skincare without the luxury price tag. Forward a few years and it became a global cult favourite, eventually acquired by Estée Lauder in a deal valuing it at around US$2.2 billion. Not so Ordinary now. 

The Catch:

Skincare has become the Olympics of overpromising. Gold bottles and words like ‘radiance elixir’. We’re constantly being told there’s a new miracle we need. Meanwhile, The Ordinary sports product names like “Hyaluronic Acid 2% + B5.” No glow and no glam.

Here’s the psychology quietly doing the heavy lifting:

Self-Signalling: Clinical bottles, dropper tops, and ingredient percentages make it feel like the smarter choice. Buying The Ordinary tells the world (and yourself): I’m informed. I read labels. I don’t fall for gimmicks.

Authority Bias: Their advertising doubles down on it - championing scientists over copywriters and formulas over fluff. By openly saying they invest in labs, not splashy campaigns, they reinforce the feeling that you’re paying for results, not marketing.

Information Effect: Instead of vague promises like “radiance boost complex,” products are named after their active ingredients and exact concentrations. Clear information reduces uncertainty.

Price Anchoring: When most serums sit at $100+, a $15 bottle doesn’t just feel affordable - it feels like you’ve cracked the system.

💡 BSCI Takeaway For Marketers💡

In a time when there have never been more products, more claims, and more noise, The Ordinary proved something powerful: simplicity cuts through. Sometimes the smartest strategy isn’t adding more - it’s stripping everything back. Turns out, “ordinary” can be the most disruptive move of all.Behaviourally yours,Dan Monheit