Now, four years after launching 'The Serum Foundation', the brand is now finally releasing the eagerly anticipated concealer to go with it. It was therefore only a matter of time before the brand revisited their make-up line to give it a much-needed bolster. As a result, pretty much every woman in the country has at least one Ordinary product in their bathroom cabinet or beauty bag of tricks. The brand found fame for taking previously pricey ingredients – from salicylic to squalane– stripping away all the fancy frills, and delivering effective formulas without the triple-figure price tags. Let's face it, The Ordinary is one of beauty's biggest success stories. Oh, and she's roped in two other make-up junkies so you can see how the new drop fares on different skin tones. This time around it's The Ordinary Concealer. Here, she'll share the freshly released heroes that she loves: ready to let you know where to spend your skin and hair care cash. To help you to navigate this brave new world of retinol, AHAs, jade rollers and double cleansing, WH beauty editor, Perdita Nouril, is here to try and test the new drops that are making their way into her (very full) bathroom, via her new column, Beauty Dispatch. “Expanding the shades will give us a really strong array and will keep the concealers relevant, but being transparent and honest about what our products are and what they do really resonates with our audience,” she added.Between the shiny, millennial-centric brands delivering fresh drops through your letterbox, the more established, cult buys and the indie outfits selling a fine line in 'natural and organic' products, the beauty landscape has never felt more cluttered. The formula’s finish isn’t expected to be its only appeal to consumers, Kilner said, having added 15 shades to the brand’s color offerings. Our foundations launched a few years ago, but we went with a natural finish because that was most complementary to our skin-care business,” Kilner said. “In 2020, because of the pandemic, people have taken a far bigger interest in their skin, longevity and health. Penélope Cruz, Sadie Sink and More Attend the Chanel Soirée in VeniceĪlthough launching the concealers on the heels of a challenging year for color cosmetics - sales of which dropped 31 percent in the third quarter, according to the NPD Group - Kilner said the brand’s accessible pricing and straightforward approach to messaging only add to consumer hype. For contour, you need something long-lasting.” If you’re using it on a blemish, you have to consider that skin might be broken. “Concealers are a challenge because people use concealers in three different ways: if they’re using it around the eyes, you have to really work on the formula so it doesn’t settle into fine lines. It’s far more than coming up with the suspension of pigment,” she said.
“Some people think color is a more simple area than skin care, but for us, it’s been quite the opposite.
The formula challenged the brand’s research and development team, said Nicola Kilner, chief executive officer of parent company Deciem. Industry sources estimate the concealers line will reach $5 million in retail sales in its first year on the market.
19, the Colours concealers will be available in 36 shades for $5.80 and will later roll out to retail partner Ulta Beauty, where the Ordinary started offering its Colours foundation earlier this year. Launching on The Ordinary’s web site on Jan. The Ordinary’s cult-favorite Colours line is gaining a new category: concealers.
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