Boots launches skincare favourite The Ordinary

By

Barbara Santamaria

Published
Jul 11, 2019

Boots will make skincare products from The Ordinary available to customers across the UK through its website and eight selected stores from 31 July.

One of the biggest brands on the beauty scene, The Ordinary is part of Canada’s Deciem and has gained cult status for its affordable range of high-quality formulations and affordable price points. 

The wildly popular brand was founded by the late Brandon Truaxe in 2016 with a collection of face oils, retinol and acid exfoliants, and its foundation range had a 75,000 person long waiting list when it first launched in 2017.

The brand has been made popular by beauty influencers and skincare lovers, and after sales went through the roof in 2017, Estée Lauder Companies acquired a minority stake in its parent company Deciem.

Boots said eight stores across the UK will carry The Ordinary range; interestingly none of them are in London. They are the beauty retailer’s branches in Intu Derby, Milton Keynes, Plymouth, Bromley, Chelmsford, Dudley, Hull, and Glasgow. But Deciem already operates four stores in London, where it sells products from its portfolio of brands.

Boots customers can also order The Ordinary products from the retailer’s website, and pick up their products at noon the next day from over 2,200 Boots stores using the Order and Collect service.

The Ordinary is one of 36 beauty brands launching at Boots throughout the year. Also launching on Boots.com this month is Purple Ambience, which offers CBD-infused body oils, moisturisers and balms.

Joanna Rogers, commercial director and VP of beauty at Boots UK, said: “We’re raising the bar for beauty at Boots to give our customers a choice of beauty favourites - from the loved and tested to the up-and-coming. The Ordinary brings brilliant, high-performance and efficacious products to Boots, and this launch is another important step in our plans to shake up what’s expected from high street beauty.”

The beauty retailer has also recently introduced a new store concept in London’s Covent Garden, complete with a YouTube beauty studio for video makeovers, and an Instagram zone. The opening is part of a wider programme of store upgrades, and the retailer is also looking to close 200 stores over the next 18 months.