The Ordinary: from social media phenomenon to global brand

Building on its success with Gen Z, especially via social networks like Instagram and TikTok, The Ordinary has been a resounding success in just a few years, counting more and more followers each year around the world. The skincare brand is the most popular in the world today, a new study finds, rising to the number one most popular brand in no less than 41 countries.

Skin care needs are different, but some brands are clearly managing to meet the expectations of a majority of consumers. The Ordinary, a brand that hasn’t even celebrated its tenth anniversary yet, has managed to become one of the most popular skincare brands in just a few years, according to a study by Skincare Hero *. The specialist online platform, which has analyzed research data from more than 70 leading skincare brands around the world, estimates The Ordinary to be number one in searches in 41 countries around the world, far ahead of brands. world famous such as Dove, Bioderma, or L’Oréal Paris.

The reason? The Ordinary is ubiquitous on social networks, especially on TikTok, one of the media favored by Generation Z, and the brand is also carried by a host of influencers like Kim Kardashian, who alone brings together some 220 million people. on his only Instagram account. It fits perfectly with the current trend, responding to new consumer expectations: a brand with short formulas, without controversial ingredients, with minimalist packaging reminiscent of those of products sold in pharmacies, and at affordable prices.

The study conducted by Skincare Hero suggests that The Ordinary is leading research in the United States, Canada, France, Germany, United Kingdom, Italy, Spain, and Australia.

Affordable brands appeal

In terms of the ranking, we can see that accessible brands are particularly popular with consumers. Dove comes in second, topping the search list in nine countries including Bosnia, the Bahamas, or Jamaica, while Bioderma takes third place, rising to the top of searches in six countries including Hungary. CeraVe, Estée Lauder, L’Oréal Paris, Vichy, Clinique, and Neutrogena follow.

* For this study, Skincare Hero analyzed in May 2021 the average monthly search volume of several major skin care brands around the world, using Keyword Explorer by Ahrefs. The most searched skincare brands were found using the average monthly searches in each country for each model over the past year.