The £5.70 Foundation With A 50,000 Person Waiting List

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    It’s every bit as good as you’d expect says Elle Turner

    *Drum roll……* The Ordinary (purveyors of brilliant, faff-free, affordable skincare) are launching a foundation. Scratch that. They’re launching two! The Coverage Foundation, a highly pigmented base that offers full coverage and The Serum Foundation, a moderate coverage with a light, serum-like texture.

    The price alone (£5.90 and £5.70 respectively), is truly commendable. But what of the 50,000 person waiting list? (Those who have pre-ordered, can expect their new beauty loot to start shipping in the next 2-4 weeks.) It speaks volumes that, since landing in the UK last year, the brand has garnered such a solid reputation for simple, effective products, that thousands are prepared to queue up for their latest creation. The question is, is it worth it? And the answer, is yes.

    The shade range alone is very impressive. Each of the two foundations are available in 21 colours over three categories. The shade name begins with a 1 for fair to light tones, 2 for medium tones and 3 for darker tones. A second number designates the depth of the shade from 0 (the palest) to 3 (the darkest) and finally, a letter P (pink), R (red), Y (yellow) and N (neutral) indicate your undertone – 2.1Y, for instance is a slightly warm medium with a yellow undertone.

    I’ve been wearing the Serum Foundation for the last few days. Natural looking, with light, but ample coverage and a semi-matte finish, it just looks like your face, but on a really good skin day – and that, I reckon, is the secret to a brilliant base.

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April Newsletter

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Welcome to the April newsletter where we launch Colours by The Ordinary; this is the newsletter that I never thought I would write. I have always said that we would never do colour on VH, we are health, we are beauty, we are not colour. The market is saturated; in each and every moment new lipsticks, eye colours, mascaras and foundations are launched, mostly with huge marketing budgets behind them. But then we launched The Ordinary and everything changed.

I will do an update on The Ordinary later in the newsletter, but for now I am going to talk about Colours and then we will head into several health issues, the pretty inevitable death of another product, we do news and feedback and we have a treat from Margaret Dabbs. Let’s do it:

Colours – The Ordinary

Before anything, I just want to say that the concept of The Ordinary remains one of the most important ‘missions’ we have ever done. It is far more than just ‘selling’ skincare products, it is a way of being able to deliver extremely potent formulations with honesty, transparency and integrity at a price point that reflects the true cost of commodities. Read More…