The Ordinary has partnered with ecommerce player Amazon to accelerate its digital retail footprint in the UK following the success of its launch on Amazon Premium Beauty in the US.
The flagship brand of Estée Lauder Companies-owned incubator Deciem has launched a new storefront on Amazon Premium Beauty in the UK as part of its mission to “make science-backed skin care accessible to all”.
The partnership is said to offer “a seamless shopping experience”, giving current and new UK customers access to The Ordinary’s bestselling products, alongside the convenience of the fast and free shipping available to Amazon Prime members.
“At the start of 2025 (January), we launched The Ordinary on Amazon Premium Beauty in the US and [we] have seen brand engagement and demand thrive in that marketplace,” Jil Shah, The Ordinary’s VP of Global Online & Retail, told Cosmetics Business.
“With the UK following suit, we look forward to replicating this and continuing to expand our connection with consumers in other markets in the near future.
“Our main goal is to continue serving our loyal customers with choice, as well as reaching and introducing the brand to new customers who shop via Amazon Premium Beauty.”
A broad assortment of The Ordinary products are available, including hero items Glycolic Acid 7% Exfoliating Toner, Hyaluronic Acid 2% +B5 Serum, Niacinamide 10% + Zinc 1% Serum and Squalane Cleanser.
The Ordinary has created “detailed”
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