The Ordinary is owned by Estée Lauder (the United States, NYSE: EL), which acquired the brand on 6 May 2021 for $1 billion.[1][2] The Ordinary was founded in 2016 in Canada and was independent until 2021.
Evidence: The Estée Lauder Companies Inc. Annual Report on Form 10-K filed 2026-08-19, SEC EDGAR, 19 August 2026. Verified from filings; last checked .
The Ordinary sells single-ingredient skin care with the active compound and its concentration printed on the front of the bottle, at prices far below the category norm, an approach that made ingredient names into consumer knowledge. Estée Lauder took a minority stake in parent Deciem in 2017 and majority control in 2021.
Sentences about The Ordinary from Estée Lauder's latest annual filing[1], copied word for word.
Our "Scaling Brands", defined as brands with net sales of $400 million or more, but less than $1,000 million, are The Ordinary, Le Labo, Bobbi Brown Cosmetics and Aveda.
Skin Care Reported skin care net sales increased $376 million, or 5%, in fiscal 2026, reflecting higher net sales from La Mer, Est e Lauder and The Ordinary, combined, of approximately $466 million.
Net sales from The Ordinary increased, primarily reflecting growth from targeted expanded consumer reach, as well as the benefit from key campaigns and the timing of key shopping moments. 34 Table of Contents Skin care net sales were impacted by approximately $115 million of favorable foreign currency translation.
A plain count of the times the name appears in the text of each annual report, not counting the start of a sentence. A brand that an owner writes about more is usually one it treats as central. The brand is named less often than it was three years earlier.
The USPTO record for the The Ordinary mark lists Deciem Beauty Group Inc. as the owner of record (serial number 87150662). A trademark is often held by a group company rather than the listed parent, so the registrant's name can differ from the owner named above.[3]
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
Open the full Estée Lauder ownership tree →
See the full Estée Lauder brand portfolio (13) →
Estée Lauder controls 13 brands on Brandtree, 13 of them in personal care & beauty.
The 76 brands in facial skin care on Brandtree belong to 38 owners. The largest is POLA ORBIS, with 6; Estée Lauder has 5.
| Brand | Owner | Owner based in |
|---|---|---|
| DECENCIA | POLA ORBIS | 🇯🇵 Japan |
| ANYA | Proya | 🇨🇳 China |
| COSRX | Amorepacific | 🇰🇷 South Korea |
| Clé de Peau Beauté | Shiseido | 🇯🇵 Japan |
| Paula's Choice | Unilever | 🇬🇧 United Kingdom |
| ALBION | KOSÉ | 🇯🇵 Japan |
| O HUI | LG H&H | 🇰🇷 South Korea |
| ageLOC | Nu Skin | 🇺🇸 United States |
Estée Lauder is a publicly listed company headquartered in New York, United States, founded in 1946. Brandtree records 13 brands under its control, and it is listed as NYSE: EL.
The Estée Lauder Companies was founded in New York in 1946 by Estée and Joseph Lauder. It sells prestige beauty through department stores, travel retail and specialty channels, and the Lauder family retains voting control.
Estée Lauder: full profile, brands and acquisition history →
Brandtree records a controlling owner for 178 brands that began in Canada. 45 of them (25%) are now controlled by a company headquartered in another country, The Ordinary among them.
Estee Lauder raised its stake in DECIEM, the parent of The Ordinary, to a controlling position in a transaction valuing the business at about $2.2 billion. The Ordinary had built its following by naming active ingredients and their concentrations on the front of the pack at prices far below prestige skincare.
The parent company of The Ordinary is Estée Lauder, a publicly listed company headquartered in the United States.
The Ordinary originated in Canada in 2016, but it is owned today by Estée Lauder, which is headquartered in the United States. So The Ordinary is a Canadian-origin brand under American ownership.
Estée Lauder completed its acquisition of The Ordinary on 6 May 2021, after announcing the deal on 23 February 2021. The deal was valued at $1 billion.
The Ordinary was an independent company from its founding in 2016 until Estée Lauder acquired it in 2021.
Yes. As of 9 October 2026, The Ordinary is still owned by Estée Lauder. The ownership record was last checked against primary sources on that date.
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
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