The Ordinary (DECIEM)
The Ordinary is a brand by DECIEM, founded in Toronto in 2013. They revolutionized skincare by offering clinical actives (niacinamide, retinol, hyaluronic acid) at accessible prices. A Canadian-founded alternative to American skincare giants like Kiehl's and Neutrogena.
Why Switch?
DECIEM, the Toronto company behind The Ordinary, disrupted the entire global beauty industry by proving clinical skincare ingredients don't need to cost a fortune. Founded in Toronto in 2013, every formula is developed and manufactured in Canada — and at under $15 for most serums, it undercuts American clinical skincare brands that charge five to ten times as much for equivalent actives. Choosing The Ordinary is one of the easiest switches you can make: better ingredients, lower price, and money going to a Canadian company.
Skincare enthusiasts who want science-backed formulas with proven actives like retinol, niacinamide, and hyaluronic acid at budget prices.
Replaces
Where to Buy in Canada
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How It Compares
| Feature | Canadian Option | American Alternative |
|---|---|---|
| Founded | Toronto, Ontario 2013 | New York or Los Angeles |
| Price for a serum | $6–$15 CAD | $30–$80 USD (Kiehl's, Paula's Choice) |
| Ingredient transparency | Full ingredient list featured on label | Proprietary blends, marketing language |
| Manufacturing | Made in Toronto | Manufactured in USA or contract overseas |
Why we list this
DECIEM founded in Toronto, 2013. Manufacturing and HQ remain in Toronto.
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