I've Used The Ordinary Since Day One—These Are the Products Worth Your Money
Our take
The discourse surrounding skincare has undeniably shifted in recent years, largely thanks to disruptors like The Ordinary. Their focus on ingredient transparency, rather than relying on elaborate marketing narratives, resonated deeply with a consumer base increasingly savvy about what they’re putting on their skin. Articles like "[Calling All Minimalists—This Trending Trouser Colour Is the Chicest Thing You Can Wear This Summer]" underscore a broader cultural move towards intentionality and understated elegance—a sensibility that aligns perfectly with the rise of brands prioritizing substance over superficiality. The Ordinary’s initial impact wasn’t simply about affordability; it was about democratizing knowledge and empowering consumers to make informed choices. This article, “I've Used The Ordinary Since Day One—These Are the Products Worth Your Money,” reflects that ongoing legacy, offering a curated perspective within a brand that has become synonymous with accessible, effective skincare. The success of The Ordinary has forced other brands to re-evaluate their communication strategies, moving away from vague promises and towards greater clarity and scientific backing.
The piece's focus on "products worth your money" speaks to a growing desire for value and efficacy, and a rejection of the often-overwhelming complexity of the beauty industry. It’s a return to basics, a prioritization of what *actually* works, rather than what’s trending on social media. This echoes the sentiment around other minimalist trends, as highlighted in "[Not Quite a Flip-Flip, Not Exactly a Heel—The Hottest Shoe Trend This Summer Does Both]," where consumers are seeking versatile, timeless pieces that transcend fleeting trends. The Ordinary’s core appeal lies in its ability to provide targeted solutions at reasonable prices, and the article’s validation of specific products reinforces this commitment. While the initial novelty of ingredient lists may have worn off for some, the enduring appeal of The Ordinary remains rooted in its consistent performance and unwavering dedication to providing genuine skincare value – a refreshing contrast to the often-hyperbolic claims prevalent elsewhere. It's also interesting to note how the article’s author, having used the products extensively, lends a layer of credibility that resonates with those seeking genuine recommendations.
The broader significance of The Ordinary’s continued relevance extends beyond just skincare. It’s a microcosm of a larger cultural shift towards authenticity and informed consumption. Consumers are increasingly scrutinizing brand claims and demanding transparency, and The Ordinary’s straightforward approach has proven remarkably resilient. This extends to the fashion realm as well; articles like "[The Best 2026 Sunglasses Trends For Every Face Shape]" demonstrate that even in a world of constantly evolving styles, there's a desire for informed choices and pieces that genuinely suit individual needs. The Ordinary’s success has paved the way for other brands to prioritize ingredient clarity and scientific rigor, and it has fundamentally altered the landscape of the beauty industry, forcing brands to be more accountable to their customers. The focus is less on the "dream" and more on the *result*.
Looking ahead, the challenge for The Ordinary, and for the broader industry it helped reshape, will be to maintain this commitment to transparency and efficacy amidst increasing competition. As more brands adopt similar strategies, the emphasis will likely shift towards innovation, perhaps focusing on new delivery systems, sustainable sourcing, or personalized formulations. Will the demand for ingredient-focused skincare continue to grow, or will consumers eventually tire of the technical details and seek a return to more emotive branding? The enduring success of The Ordinary suggests the former, but the beauty industry is notoriously fickle, and the next wave of disruption may already be on the horizon.
There are few skincare brands that have disrupted the beauty industry quite like The Ordinary. When it launched back in 2016, it completely changed the conversation around skincare, putting ingredients—not marketing buzzwords—front and centre. Suddenly, shoppers were discussing niacinamide, retinol and glycolic acid in the same way they might talk about a new lipstick launch, and perhaps most impressively, we could buy these ingredients for a fraction of the price of many competitors.
The brand's affordability is no accident. Rather than investing heavily in elaborate packaging, complex formulations or lengthy ingredient lists, The Ordinary focuses on tried-and-tested actives, straightforward formulations and simple clinical-looking bottles. By stripping away many of the extras, the brand is able to offer effective skincare at prices that still feel refreshingly accessible, even in today's beauty landscape.
I remember being introduced to The Ordinary right before it launched. A friend who worked in PR told me that DECIEM—the company behind one of my favourite skincare brands, NIOD—was about to release something that would shake up the industry. At the time, it sounded ambitious, but it's fair to say that she wasn't wrong. What followed was one of the most influential beauty launches of the last decade.
Since then, The Ordinary has become a permanent fixture in my skincare collection. While the brand initially built its reputation on ingredient-led facial skincare, its range has expanded significantly over the years to include everything from cleansers and moisturisers to bodycare and haircare. With so many products now available, it can be difficult to know where to start—or which formulas are genuinely worth adding to your routine.
As someone who has tested skincare for a living and used The Ordinary products for almost a decade, I've worked my way through a significant portion of the range. Below, you'll find the products I continue to recommend, repurchase and reach for most often.
The Best The Ordinary Products
- Best Overall: The Ordinary Azelaic Acid Suspension 10%
- Best Cleanser: The Ordinary Squalane Cleanser
- Best Toner: The Ordinary Saccharomyces Ferment 30% Milky Toner
- Best Serum: The Ordinary Multi-Peptide + Copper Peptides 1% Serum
- Best Moisturiser: The Ordinary Natural Moisturising Factors + HA
1. The Ordinary Azelaic Acid Suspension 10%
Best Overall
Key Ingredients: Azelaic acid, dimethicone, tocopherol (vitamin E)
Azelaic acid remains one of the most underrated skincare ingredients in my opinion, and The Ordinary's Azelaic Acid Suspension 10% is one of the most affordable ways to add it to your routine. The creamy treatment helps to visibly brighten dull skin, reduce the appearance of post-breakout marks, and improve overall skin tone without the irritation that can sometimes accompany stronger acids or retinoids. I particularly like recommending this to those dealing with redness, uneven pigmentation, or persistent blemish marks, as it manages to tackle multiple concerns at once. The silicone-rich texture can feel a little unusual initially, but it layers surprisingly well after lighter serums and before moisturiser.
Pros
- Helps fade post-inflammatory pigmentation and acne marks
- Brightens skin tone and boosts radiance
- Suitable for sensitive and redness-prone skin
- Affordable price point
Cons
- Silicone-heavy texture isn't for everyone
- Some users may find the finish slightly mattifying
2. The Ordinary Squalane Cleanser
Best Cleanser
Key Ingredients: Squalane, glycerin
If you're someone who finds that many cleansers leave your skin feeling tight or stripped, this is well worth trying. The creamy balm-to-oil formula melts away makeup, sunscreen, and daily grime while maintaining the skin barrier, making it particularly well-suited to dry, sensitive, and dehydrated skin types. Unlike many first cleansers, it rinses away easily without leaving behind a greasy residue, and the minimalist formula means it's unlikely to overwhelm reactive skin. It's one of those basic-in-a-good-way products that does its job exceptionally well without a lot of fanfare.
Pros
- Removes makeup and SPF effectively
- Gentle enough for sensitive skin
- Fragrance-free
Cons
- May require a second cleanse for heavier makeup
3. The Ordinary Saccharomyces Fermer 30% Milky Toner
Best Toner
Key Ingredients: Saccharomyces ferment (30%), N-acetylglucosamine (NAG), squalane
One of the newer additions to The Ordinary's line-up, this milky toner feels much more premium than its price tag suggests. Formulated with a high concentration of saccharomyces ferment, it works to boost radiance, support hydration, and smooth the look of uneven texture. What I love most is that it delivers a gentle exfoliating effect without relying on traditional acids, making it a great option for those who find stronger exfoliants too aggressive.
Pros
- Leaves skin looking brighter and more radiant
- Suitable for sensitive skin
- Helps improve skin texture over time
Cons
- Results are more gradual than stronger exfoliating acids
4. The Ordinary Multi-Peptide + Copper Peptides 1% Serum
Best Serum
Key Ingredients: Copper peptides (1%), Matrixyl 3000, Matrixyl Synthe'6, Argirelox peptide complex, amino acids, hyaluronic acid
If I had to choose one product that demonstrates just how far The Ordinary has come since its early single-ingredient days, it would be this serum. Formerly known as Buffet + Copper Peptides, it's packed with an impressive blend of peptides, amino acids and hydration-boosting ingredients designed to support skin health and target multiple signs of ageing at once. The lightweight texture sinks in quickly, making it easy to slot into almost any routine, while the distinctive blue hue comes from the copper peptides themselves. It's one of the more expensive products in the range, but compared to many peptide serums on the market, it's incredibly good value.
Pros
- Targets multiple concerns including fine lines, firmness, and breakouts
- Lightweight, easy-to-layer texture
- Skin appears smoother and healthier with consistent use
- Affordable price point compared to other peptide serums
Cons
- One of the pricier products in The Ordinary range
- Results can take several weeks to become noticeable
5. The Ordinary Natural Moisturising Factors + HA
Best Moisturiser
Key Ingredients: Natural moisturising factors, hyaluronic acid, amino acids, fatty acids, urea, ceramide precursors
This is one of those moisturisers that does exactly what it promises to do—no more, no less. Rather than relying on trendy ingredients or a luxurious texture, it focuses on replenishing the components naturally found within healthy skin to support hydration and barrier function. The result is a straightforward, dependable moisturiser that works well for most skin types and layers beautifully with active ingredients. Whenever someone's skincare routine feels overly complicated or their skin barrier is feeling compromised, this is often one of the first products I suggest.
Pros
- Supports hydration without feeling heavy
- Fragrance-free and suitable for sensitive skin
- Works well alongside active ingredients
- Affordable price point
Cons
- Functional rather than luxurious
- Some very dry skin types may prefer a richer cream
- Can feel slightly matte on the skin
6. The Ordinary 100% Plant-Derived Squalane
Best Oil
Key Ingredients: 100% plant-derived squalane
If you're nervous about facial oils, this is a fantastic place to start. Squalane is naturally present within the skin, which means it's generally well tolerated across a wide range of skin types, including oily and breakout-prone complexions. Unlike heavier oils, it feels lightweight and silky, helping to lock in hydration and soften the skin without leaving an overly greasy finish or clogging pores. I particularly love mixing a few drops into moisturiser during the colder months or pressing it onto skin as the final step of an evening routine.
Pros
- Lightweight and non-greasy compared to many facial oils
- Helps reduce dehydration and improve softness
- Suitable for most skin types
Cons
- Doesn't provide active benefits beyond moisturising
- Some users prefer a richer oil texture
7. The Ordinary Caffeine Solution 5% + EGCG
Best Eye Serum
Key Ingredients: Caffeine, epigallocatechin gallatyl glucoside (EGCG)
Few eye products have achieved quite the cult status of this one. Designed specifically to target puffiness and tired-looking eyes, the lightweight serum combines caffeine with antioxidant-rich EGCG derived from green tea leaves. While it won't magically erase dark circles caused by genetics, I have found it particularly useful for reducing morning puffiness and making my eye area look more awake. The watery texture absorbs quickly and layers easily underneath concealer without causing pilling.
Pros
- Helps reduce the appearance of puffiness
- Affordable price point
- A little goes a long way
Cons
- Less effective for hereditary dark circles
- Results are subtle rather than dramatic
8. The Ordinary Hyaluronic Acid 2% + B5
Best Hydrating Serum
Key Ingredients: Hyaluronic acid, vitamin B5 (panthenol), ceramides
Hydrating serums don't need to be complicated, and this formula proves exactly that. Combining multiple forms of hyaluronic acid with barrier-supporting ingredients, it helps draw water into the skin and improve overall hydration levels. The latest version of the formula is significantly more elegant than earlier iterations, with a smoother texture that feels less sticky and layers more comfortably under moisturiser. If your skin often feels tight, dehydrated, or lacking in bounce, this is an easy and affordable addition to your routine.
Pros
- Provides noticeable hydration
- Affordable price point
- Suitable for most skin types
Cons
- Functions best when applied to damp skin
- Requires a moisturiser on top to lock in hydration
9. The Ordinary Niacinamide 10% + Zinc 1%
Best for Breakouts
Key Ingredients: Niacinamide, zinc PCA
Arguably The Ordinary's most famous product, this serum introduced countless people to niacinamide and quickly became a skincare staple for those dealing with excess oil and breakouts. Niacinamide is a brilliant all-rounder ingredient, helping to reduce the appearance of enlarged pores, regulate oil production and support a healthier skin barrier, whilst zinc helps to minimise excess shine. It's one of the products I most frequently recommend to those struggling with congestion or recurring blemishes, particularly if they find harsher acne treatments too drying. Despite its popularity, it's worth remembering that consistency is key—this is a product that tends to deliver its best results over time rather than overnight.
Pros
- Helps reduce excess oil and shine
- Can improve the appearance of enlarged pores
- Affordable price point
Cons
- Can pill when layered with certain products
- Results may take several weeks to become noticeable
How We Tested
I’ve been using The Ordinary since it first launched and continue to rotate many of its products through my personal routine and professional recommendations. For this edit, I assessed each formula, focusing on texture, ease of layering, compatibility with other actives and visible results on concerns like breakouts, dehydration, pigmentation, and sensitivity. I also took into account long-term client feedback, alongside wider customer reviews, to understand how each product performs across different skin types and routines.
Why Trust Us
At Who What Wear UK, we know that beauty isn’t one-size-fits-all. Our editors have tested thousands of products over the years—spanning skincare, makeup, hair and nails—and work closely with trusted experts, including dermatologists, makeup artists and leading industry insiders to ensure every guide is well-researched, inclusive and relevant to you.
We focus on formulas that deliver, whether they’re affordable favourites or luxury investments. Our product selection is based on tangible results, ingredient know-how and what we’d truly recommend to a friend.
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