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)
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