When “The Ordinary,” aka one of our favorite beauty brands, came up with the proposal to meet CEO Nicola Kellner in Amsterdam, we didn’t have to think twice. And so we went north on a sunny spring day for a conversation with the muses The woman behind the brand.
What excites you in the world of beauty?
“The beauty industry is full of great people with good hearts. Beauty may not change the world, but it can change how a person feels about themselves and give them an extra bit of confidence. That confidence can have a positive impact on the world. The beauty industry is open to change, challenge, and doing things differently, and that appeals to for me “.
When you started “The Ordinary” with Brandon Truaxe, you were only 24 years old. How was that?
“I previously worked for Boots in the UK, a large pharmacy chain, which is where I met Brandon. I fell in love with Brandon’s resourceful and energetic entrepreneurial spirit. Working for a large company gave me valuable experience, but I wanted more freedom and the ability to do things I was I completely agreed with Brandon’s vision and really wanted to be a part of it, so I decided to take the plunge.”
You started “Deciem, The Abnormal Beauty Company” together. Where is the name from?
“Deciem is derived from the Latin word for ‘ten’. The original plan was to build ten brands at once. At first it wasn’t really just a beauty company. There were already concepts for other fields like fashion and technology. But I think we naturally gravitated to The beauty industry, and so we launched different brands. ordinary It was actually the eleventh brand we launched. Fortunately, we didn’t stop at ten, which was originally the plan! “
How did The Ordinary change the beauty industry?
“At The Ordinary, we’ve always been determined to challenge the standards of the beauty industry. From the start, we wanted to create a brand that focused on simplicity, transparency, and affordability. Our approach was to cut out the superfluous and deliver – high-quality products backed by scientific research. We’ve embraced No-nonsense aesthetics and simple product names that clearly identify the active ingredients.”
In addition, we are open to consumer feedback and actively listen to their needs and concerns. We have built a strong community of Beauty lovers that help us shape our product offering. This enables us to continue to evolve.”
The Ordinary offers affordable products. How do you maintain such low prices?
“Efficiencies in our operations allow us to offer lower prices than traditional cosmetic brands. By using standard bottles for similar products, we keep costs down. In addition, we benefit from existing research on ingredients, although we are increasingly developing our own testing claims and efficacy.” After all, we don’t have to invest a lot of budget in marketing, word of mouth does the work for us!”
What is your favorite ingredient or product from The Ordinary, and why?
“My personal favorite is niacinamide, which is also one of our best sellers. It makes a noticeable difference in complexion, helping to even out skin tone and improve texture. Compare Us Niacinamide 10% + Zinc 1%The serum is always with a “laser in a bottle”.
I also love the copper peptides, which you can find on our site “Buffet” + Copper Peptides 1%. This is one of our more expensive products but it has great and long lasting effects on the skin. After all, I’m a big fan of ours Multi-peptide serum for hair density. After all, i have very fine, thin hair and thanks to our hair serum i can really feel the difference. It’s fun because it works faster than you think. Because you are improving the health of your hair follicles and scalp, natural hair loss slows down. So you lose less hair and your hair gets thicker and fuller faster than you might expect.”
What is The Ordinary’s vision for the future and what steps is the brand taking to achieve this vision?
“Our vision is to continuously provide innovative and targeted skincare solutions at fair prices. We want to continue to exceed our customers’ expectations by developing products that make a real difference to their skincare routine. That is why we continue to focus on research and development. Last but not least We stand for transparency and education, providing consumers with the right information so they can make informed decisions.”
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