Jo Fairley Meets Brandon Truaxe

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It wouldn’t surprise me if there were little voodoo dolls of Brandon Truaxe on the desks of cosmetics bosses all over the world, because this is the man responsible for probably the biggest revolution the beauty industry has ever seen. He has dared to launch high-tech, age-defying skincare products that cost a tenth (or even less) of their rivals with skincare line The Ordinary. (Ironically named, because it’s anything but.) The brand sells at low prices because it doesn’t spend on fancy packaging, expensive marketing or supermodel ‘faces’ – yet still makes a tidy profit. The waiting list for Brandon’s products puts the queues at Harvey Nichols for Rihanna’s Fenty Beauty in the shade – more than 75,000 signed up for the launch of The Ordinary foundations on the Victoria Health website. After all, who can argue with less than £6 for a fabulous face base?

In just four years, Brandon has built a beauty empire (with more than ten brands under the umbrella company Deciem) that not only took more than £335 million in orders in the last quarter, but so intrigued Leonard Lauder, patriarch of the Estée Lauder empire, that the company took a small stake in Deciem. Alongside The Ordinary are NIOD, HIF, the liquid skincare supplement range Fountain, grooming line AB Crew and bodycare line The Chemistry Brand, with approaching 200 products altogether in the portfolio. Read More…

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…