Disruptively transparent beauty brand The Ordinary, aka “The Everlane of skincare,” is coming to Sephora.

Disruptively transparent beauty brand The Ordinary, aka “The Everlane of skincare,” is coming to Sephora. The originally online-only brand made a name for itself selling high-quality, low-price-point skincare and makeup labeled in the most prescriptive way possible, like “Niacinamide 10% + Zinc 1%.” Their clinical, brandless strategy appeals to Less is More-loving Millennials, and helps them have prices that make them “one of the most accessible brands in Sephora.” (The Cut)