The Ordinary isn’t yolking around with its latest business venture, after taking to the streets of New York to sell eggs over the weekend.
The Deciem-owned skin care brand sold 12 “ordinarily priced” eggs at its Nolita and 5th Avenue stores for US$3.37.
Egg prices in the US hit a historic high in 2025 with a carton costing as much as $8.17 per dozen in early March, according to data compiled by Trading Economics.
This has since cooled to around $3, but this could reportedly take time to actually reach consumers.
“Over the past three days, skin care brand The Ordinary did something simple, no fuss, no frills, and a quiet, but unexpected sell-out,” said The Ordinary in a statement.
“However, this low-key, quick city support took flight, and for a good reason.
“In a sea of marketing colour, the ordinary stands out as fuss-free and this city-centric moment continued to celebrate what the brand is continually known for; aiming to solve problems, simply and sensibly.”
The hike in egg prices is the result of an outbreak of avian influenza, otherwise known as bird flu, in 2022, which has resulted in the culling of millions of chickens.
It is a serious enough issue that it made its way into US politics, with President Donald Trump promising to lower grocery and egg prices on the first day of his term.
The Ordinary’s move has been met with widespread praise on social media, with users supporting the brand’s decision to sell the America-favourite foodstuff.
“The fact that it takes a beauty brand to provide affordable groceries is sad. But im sure a lot of people are thankful & happy! Hopefully people purchase them that truly cannot afford the inflation cost and doesn't end up just an aesthetic piece from already wealthy influencers (sic),” said Justin Spracklin (@maximumskin) in an Instagram comment.
An Instagram user with the handle @pollatkathryn said: “This is amazing marketing. I had to check if it was April 1st for a second. It’s not which makes me love this even more. On brand with your price point business model. Well done. We like the creativity (sic).”
The vegan community has also taken to social media to express their frustrations with the marketing stunt they claim opposes the brand’s vegan status.
According to a statement on The Ordinary’s website, the brand has been certified vegan by PETA.
“Can you remove vegan from your branding if this is who you are now?” commented a user who goes by @domika.j.
“I definitely want a reply to my comment, I buy some of your skin products now I see this I'm vegan and you purport to be so what is this double standards? Some big campaign to gain brownie points? Explain yourselves please (sic),” said Jane Louise Havisham (@misshavisham07).
A user with the handle @tyrockasaurus, added: “If you continue to call yourself vegan after this, the “integrity” no longer fits in your profile.”
Cosmetics Business has reached out to The Ordinary for a comment.