June 18, 2024


Built General Tough

The Ordinary, the world’s most popular skincare brand

(ETX Studio) – Building on its success with Gen Z, including via social media like Instagram and TikTok, The Ordinary has been a runaway success in just a few short years, gaining 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.

We all have different skincare needs, but some brands are clearly managing to meet the expectations of a majority of consumers. The Ordinary, a brand that has yet to celebrate its 10th anniversary, has managed to become one of the most popular skincare brands in just a few years. Skincare Hero*, which analyzed research data from more than 70 leading skincare brands around the world, found The Ordinary to be the number one researcher in 41 countries around the world, far ahead of world famous brands like as Dove, Bioderma, or even L’Oréal Paris.

Efficiency, authenticity, accessibility

It must be said that The Ordinary wins all the votes on social networks, especially on TikTok, one of the media favored by Generation Z, and that the brand is also carried by a host of influencers like Kim Kardashian, who brings together she alone has some 220 million people on her Instagram account alone. We can also see that 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. .

For example, the brand’s serums are offered around 10 euros, just like the masks, while the most expensive product does not exceed 30 euros. A big criterion for consumers, who, according to the multitude of reviews on TikTok, also approve of the effectiveness of these beauty essentials.

The study conducted by Skincare Hero reveals 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.