The Ordinary has been revealed as the world’s favorite skincare brand—here are the best bits to buy

Excuse us while we buy every product from The Ordinary

Flat lay. Liquid gel or serum drop with pipette on pink background in macro. - stock photo
(Image credit: Getty Images / Vera Livchak)

The world's favorite skincare brand has been revealed and wherever you are on your skincare journey, it's the perfect go-to brand. You can find the best moisturizers for dry skin, the best retinol serums, and even buy the best skincare products on Amazon. The choices are endless, but one name appears over and over—The Ordinary which has just been named the world's favorite brand.

Some brands become viral but really aren’t worth the hype, they work for some, not for others, and some just look cute on your dresser. Sometimes it feels like brands are popular just for their packaging, but the Ordinary stands out from the crowd and really is deserving of its popularity. The Ordinary democratizes the skincare industry, offering a range of formulas at affordable prices. 

According to Look Fantastic, The Ordinary stands above the rest, and is the globe's favorite skincare brand, with a mind-blowing 36 million searchers over the last 12 months. Beating our CereVE, Clinique, and Glossier.

It’s not hard to understand why—The Ordinary gives you exactly what it says on the bottle. Plus being cruelty-free, paraben-free, and sulfate-free. 

The Ordinary which comes under the brand DECIEM, features the most popular skincare ingredients, like niacinamide and hyaluronic acid, and focuses on delivering the best quality ingredients, at a very attractive price. 

Part of the brand's appeal is that it’s actually affordable for everyone. We’d all love to be like our favorite celebs and splash some serious cash on an Insta-famous moisturizer, but sadly that’s not the reality for most of us. So finding a serum at an affordable price—we're talking less than two figures—that can become a crucial part of our routine, is a no-brainer.

From masks to primers, serums, and concealers, The Ordinary has everything you need to build the perfect routine for your skin type and needs. There are no secrets, or hidden ingredients, just honesty and science.

The Ordinary: the best products to shop


The Ordinary Hyaluronic Acid 2% + B5 Hydration Support Formula | Look Fantastic $6.80 | £5.90

The vegan hyaluronic serum promises to intensely hydrate your skin, leaving it looking plumper, younger and fights the signs of aging.


The Ordinary Caffeine Solution 5% + EGCG 30ml | Look Fantastic, $6.70 | £5.80

This vegan serum delivers a concentrated dosage of Epigallocatechin Gallatyl Glucoside (EGCG) and caffeine to rejuvenate tired and dull-looking skin.  


The Ordinary Niacinamide 10% + Zinc 1% High Strength Vitamin and Mineral Blemish Formula | Look Fantastic, $5.90 | £5

To brighten skin tone and reduce the appearance of blemishes and congestion. Giving you glowing, fresh-looking skin.

Naomi Jamieson
Naomi Jamieson

Naomi is a trainee News Writer with the Women's Lifestyle team. She has a background in design, having studied Illustration at Plymouth University but has taken a leap into the world of journalism after always having a passion for writing. She currently writes pieces on fashion, wellbeing, and entertainment for GoodTo and My Imperfect Life and is training for an NCTJ Qualification. 

Before working for Future Publishing’s Lifestyle News team, she worked in the Ad production team. Here she wrote and designed adverts on all sorts of things, which then went into print magazines across all genres. Now, when she isn’t writing articles on celebs, fashion trends, or the newest shows on Netflix, you can find her drinking copious cups of coffee, drawing and probably online shopping.