The Ordinary has entered China via an exclusive partnership with Sephora.
24 of the Deciem-owned Canadian skin care brand’s products are now available in China via the beauty retailer, including localised and new offerings.
This includes a glycolic acid toner, which has been reformulated to satisfy regulative requirements.
The Ordinary is also set to launch on Tmall and Douyin in July.
“China is the second-largest beauty market in the world behind the US, and it took time to make sure we were big enough to get to that level,” Jesper Rasmussen, Deciem’s Global Brand President, told WWD.
“And we are launching with a very strong assortment in China with some adaptation of the products and some new ones as well.”
Stéphane de La Faverie, CEO of the Estée Lauder Companies (ELC), which acquired Deciem in 2024, announced The Ordinary’s news on 4 February during the group’s second quarter earnings conference.
“We are thrilled that The Ordinary is debuting in mainland China this month with its proven disruptive launch strategy,” said de La Faverie.
This news follows a troubled quarter for ELC, especially in the Asia-Pacific market.
ELC’s skin care division reported some of the largest declines during the quarter, with sales decreasing by 12% to $1.9bn
Challenging retail environments in the Asia Pacific market and the company’s Asia travel retail business were cited as key reasons behind the dip.
The group also reported that subdued sentiment from Chinese consumers also drove declines from hero brands Estée Lauder and La Mer.
The Ordinary recently unveiled some 2025 price adjustments in two key markets.
The company has also launched a website which grants free access to white papers in a bid to challenge industry misinformation.
The website to bust common skin myths, with original papers and explainers from scientists.
Related content:
- Companies:
- Estée Lauder Companies
- Sephora
- Deciem
