As it nears its tenth year, the Canadian label is launching in Brazil solely at Sephora—and may soon inaugurate its own store within the nation.
Established in Canada in 2016, The Ordinary has earned acclaim for reshaping the skincare dialogue and rendering impactful items obtainable for everyone. Rather than allocating funds to prominent celebrity endorsements, the company states it directs its resources toward effective active components and the demonstrated success of its formulations.
“When we conceived The Ordinary, our intention was to infuse clarity into an industry frequently missing genuineness. Each item we produce is based on scientific study. By giving precedence to science over fads—and adopting straightforward packaging and sincere dialogue—we permit our formulations to demonstrate their worth,” elucidates Jesper Rasmussen, Global Brand President.
Having captivated patrons across the globe — with a footprint in excess of 30 countries — The Ordinary has currently moved into the Brazilian sphere. “Brazil, characterized by its robust demand and enthusiastic patrons, has consistently been a pivotal point for our advancement. Considering the label’s pre-existing recognition there, growing into the nation felt like a fitting subsequent action,” the executive clarifies.
Data-driven method and budget-friendly costs
The Brazilian skincare sphere presents significant possibilities—but it’s also intensely competitive, showcasing numerous well-known indigenous competitors. To distinguish The Ordinary, Jesper Rasmussen is relying on data: clinically validated compositions, established effectiveness, and rates that stay within reasonable bounds.
“Confronted with the array of choices provided in the marketplace, the potency of our formulations remains our foremost benefit. Our communication endeavors to enlighten the community, enabling them to grasp how to fashion a skincare regimen, recognizing precisely what they are administering to their complexion. All our offerings are crafted by a scientific group comprising more than 150 specialists in our dedicated laboratories, situated within our central office in Toronto. Our capacity to develop and innovate our items internally is precisely what distinguishes us from our rivals.”
To maintain costs within reach, The Ordinary has chosen to package a portion of its Canadian-produced goods in Brazil. “This aids us in averting the transfer of added expenses to consumers. We’ve committed substantial endeavor to guarantee our offerings remain economical, even as we venture into a fresh sphere,” Rasmussen explains.
Top sellers launch solely at Sephora
The Estée Lauder Companies, the brand’s parent organization, will oversee The Ordinary’s Brazilian circulation. A grouping of its most well-received products will debut solely at Sephora, the nation’s premier luxury beauty purveyor, both at physical locations and digitally.
“We are self-assured that collaborating with a worldwide beauty frontrunner such as Sephora is crucial in rendering our offerings obtainable to as many individuals as feasible. We anticipate this alliance will enable us to engage with an even broader demographic in Brazil,” underscores the label’s Global Brand President. He includes that the brand’s chief goal is to cultivate awareness domestically and persuade both doubters and loyal skincare devotees.
The label, which also manages its own storefronts in Canada, the United States, and the United Kingdom, may likewise contemplate this avenue in Brazil. “We are continually seeking to enlarge and remain as obtainable as conceivable in novel spheres. We are guided by prospects and we would be thrilled to inaugurate a The Ordinary store in Brazil imminently,” Jesper Rasmussen concludes.
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