The Ordinary
The Ordinary
brand rating & evaluation
overall rating:
Average
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The Shifting Gaia rating evaluates brands based on sustainable practices, ingredients and materials, and social responsibility, among others. Below are a few factors influencing this brand's score:
certifications:
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overview
sustainability
non-toxic
social responsibility
5 out of 10
7 out of 10
6.5 out of 10
about
The Ordinary is a science-driven skincare brand under DECIEM (now part of Estée Lauder Companies) known for affordable, minimalist products.
highlights
In-store recycling program
sustainability
score:
5 out of 10
details:
Packaging
Packaging primarily consists of glass bottles with plastic droppers or caps, plus some plastic tubes. Packaging still relies heavily on plastic (with unclear recycled content) and small unit sizes, and The Ordinary has not introduced product refills, meaning packaging per use remains relatively high.
On the plus side, DECIEM offers an in-store recycling program at all The Ordinary shops worldwide (except where prohibited) where customers can drop off empty containers from any beauty brand for proper recycling.
Online order boxes are made of recycled/recyclable material and single-use plastic shopping bags have been replaced by 100% recycled paper bags.
Ingredient Sustainability
While many of its formulas use lab-developed or synthetic ingredients chosen for efficacy, this can mean reliance on petrochemical-derived components. Notably, The Ordinary’s new sunscreen product contains chemical UV filters (such as octocrylene, homosalate, octisalate, avobenzone). The brand also uses some ingredients that may contribute to climate impact or ecosystem stress (for example, certain silicones or synthetic polymers). Its parent company Estée Lauder has a policy for sourcing palm oil via RSPO certification, but beyond that The Ordinary does not produce biodegradable or environmentally safe formulations
Energy Use and Footprint
Estée Lauder Companies uses 100% renewable electricity for its direct operations and has set science-based targets (SBTi-approved) to cut greenhouse emissions. The Ordinary offers carbon neutral shipping on all online orders. This addresses a portion of its footprint (distribution). Where The Ordinary could improve is in extending these efforts to product manufacturing and setting brand-level carbon neutrality goals.
Waste Management
In manufacturing, The Ordinary has improved packaging line waste by switching to recyclable PET label liners that use 30% less material, and implemented a take-back scheme with the liner supplier to ensure those get recycled rather than discarded. DECIEM also launched a “100% Good” initiative to reduce product waste: items with minor cosmetic defects (e.g. smudged labels) that would otherwise be unsellable are given a second life through donations.
Business Model
The Ordinary’s business model centers on highly affordable, single-ingredient-focused products. Offering a wide array of inexpensive products can encourage consumers to buy many steps or try frequent new releases, fostering a cycle of overconsumption. The Ordinary has expanded its range rapidly and regularly introduces new formulations.
non-toxic
score:
7 out of 10
details:
All of DECIEM’s products (The Ordinary included) are formulated without a long list of controversial or harmful chemicals: no parabens, no sulfates (SLS/SLES), no mineral oil or petrolatum, no formaldehyde or formaldehyde-releasing preservatives, no phthalates, no methylisothiazolinone preservatives, no coal tar dyes, no mercury or heavy metals, no oxybenzone, and no animal-derived ingredients. Most of their products are also fragrance-free and essential oil–free, reducing the risk of allergic reactions or sensitization for users.
Some recently introduced ingredients (such as the chemical UV filters in their SPF 45 serum) have been debated in terms of human health. The use of retinol in some products, as well as other controversial ingredients, has resulted in high EWG risk scores for a number of products.
social responsibility
score:
6.5 out of 10
details:
DECIEM has a Supplier Code of Conduct that all vendors must follow. However, their code of conduct does not explicitly guarantee a living wage or the right to unionize where local law doesn’t protect it.
At the community level, they rolled out the DECIEM Community Fund, pledging $120,000 in grants spread across 12 grassroots organizations in neighborhoods where The Ordinary has stores. DECIEM also contributes to global disaster relief. Still, many of these contributions are one-time donations and not ongoing, mission-driven partnerships.
The brand is certified vegan and cruelty-free.
