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Simple packaging, upfront labelling and affordable pricing - it's something that I'm seeing more often from skincare brands.
But it wasn't always this way. In fact, when The Ordinary first hit the market in 2016, they had quite an uphill battle to fight. That's because, just a few years back, when it came to skincare, transparency was not usually at the forefront. Literally (in terms of packaging) and figuratively.
Instead, we were sold "miracle creams" - products with fancy names that distracted from the long, complicated list of ingredients and promised us the world. For years, we mindlessly followed. But times have changed.
