BeautyRival – Founded in Canada in 2016, The Ordinary has built a reputation for transforming how people view skincare. Rather than following trends or investing in celebrity endorsements, the brand focuses on transparency, science, and accessibility. Its minimalist packaging and affordable products became symbols of authenticity in an industry often dominated by marketing hype. “When we created The Ordinary, our goal was to bring transparency to an industry often lacking authenticity,” says Jesper Rasmussen, Global Brand President. “Every product we make is grounded in scientific research. By prioritizing science over trends and embracing simple packaging and honest communication we let our formulas speak for themselves.” This approach has resonated globally, especially with those who seek real results instead of empty promises. As a result, The Ordinary stands as one of the most trusted skincare names in the world today.
A Global Success Story Arrives in Brazil
After earning loyal fans across more than 30 countries, The Ordinary is now making its long-awaited debut in Brazil. For the company, this expansion feels both natural and strategic. “Brazil, with its strong demand and passionate consumers, has always been a key focus for our growth,” Rasmussen explains. “Given the brand’s existing popularity there, expanding into the country was a natural next step.” Indeed, Brazil’s skincare culture rich in beauty traditions and self-care rituals creates the perfect setting for The Ordinary’s philosophy. The brand aims to empower Brazilian consumers through education and access to science-backed skincare. With growing awareness of ingredients and efficacy, Brazil offers fertile ground for a brand that values honesty and innovation over hype.
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Science as the Heart of Every Formula
In a competitive market like Brazil, The Ordinary’s scientific foundation is its strongest asset. Rasmussen emphasizes that each product is developed by a team of more than 150 in-house specialists at the company’s Toronto headquarters. “Our ability to formulate and develop our products internally gives us full control over quality,” he notes. Unlike brands that outsource development, The Ordinary manages every step from research to final packaging. This hands-on process ensures that formulas are both effective and safe. Moreover, the brand strives to make skincare education part of its mission. “We want consumers to understand what they apply to their skin,” Rasmussen adds. This commitment to clarity has become a core value, distinguishing The Ordinary from competitors that rely more on marketing than science.
Affordable Innovation Without Compromise
Despite offering clinically proven products, The Ordinary has remained committed to affordable pricing. To keep costs low, the brand has chosen to package some of its Canadian-made items directly in Brazil. This reduces import costs and ensures that consumers enjoy fair prices without sacrificing quality. “We’ve worked hard to make sure our products remain accessible, even as we expand into new markets,” says Rasmussen. This strategy aligns perfectly with The Ordinary’s mission to democratize skincare by proving that innovation doesn’t have to be expensive. As a result, the brand continues to attract both first-time users and skincare enthusiasts looking for performance-driven formulas they can trust.
Launching Exclusively with Sephora Brazil
To mark its official arrival, The Ordinary is partnering with The Estée Lauder Companies its parent company and debuting exclusively at Sephora Brazil. This partnership underscores the brand’s commitment to accessibility and consumer trust. “We believe that working with a global beauty leader like Sephora is key to reaching as many people as possible,” Rasmussen explains. The launch includes several bestselling products, such as Niacinamide 10% + Zinc 1%, Hyaluronic Acid 2% + B5, and the viral AHA 30% + BHA 2% Peeling Solution. These formulas have already built strong followings for their visible results and simplicity. Through Sephora’s wide retail presence, The Ordinary expects to connect with new customers while reinforcing its reputation among long-time fans.
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Building Trust Through Education and Transparency
Beyond selling products, The Ordinary’s greatest strength lies in education and transparency. Every product label, website description, and campaign aims to inform rather than persuade. “We believe skincare should empower people, not confuse them,” Rasmussen emphasizes. This philosophy will guide the brand’s entry into Brazil as well. By collaborating with local dermatologists and skincare educators, The Ordinary plans to build a community centered on knowledge. Furthermore, the brand encourages consumers to make informed choices about ingredients and routines. “Our goal is to create a generation of consumers who truly understand what their skin needs,” says Rasmussen. In doing so, The Ordinary positions itself not just as a beauty brand, but as a trusted ally in Brazil’s skincare journey.
Looking Ahead: A Future of Growth and Connection
Currently, The Ordinary operates flagship stores in Canada, the United States, and the United Kingdom. Looking forward, Rasmussen hints at possible expansion in Brazil. “We are always exploring opportunities to become more accessible,” he shares. “Opening a dedicated store in Brazil would be an exciting next step.” The brand’s entry into Brazil marks more than just a geographic milestone it represents a reaffirmation of its purpose. With a model built on science, sincerity, and inclusion, The Ordinary continues to prove that transparency can redefine beauty standards. As Rasmussen concludes, “Our mission is simple to make effective skincare available to everyone, everywhere.” Through that vision, The Ordinary transforms everyday routines into acts of empowerment and self-care.
