The Ordinary expands India product offering, launches lash and brow serum

By

Isabelle Crossley

Published
Dec 9, 2022

Skincare and beauty brand The Ordinary has expanded its product offering in India from skincare to include its ‘Multi-Peptide Lash and Brow’ serum as the business taps into India’s booming beauty market. 

The Ordinary’s globally popular brow serum is now available in India, Vogue India reported. By expanding its product selection in India, The Ordinary aims to increase its market share. The business has high hopes for the Indian market and expects it to become one of its top two markets in terms of revenue in the coming five years, Rohan Vaziralli, general manager at parent company The Estee Lauder Companies, India, told the Economic Times. 
 
“Our Multi-Peptide Lash and Brow formula utilises 11 active ingredients, including four peptide complexes and a series of natural extracts to support thicker, fuller, and healthier-looking lashes and brows,” The Ordinary announced on Facebook. 

The Ordinary launched in India in June this year exclusively with multi-brand beauty giant Nykaa with a preliminary selection of 28 products. The brand first launched online before being rolled out in select brick-and-mortar stores. 
 
The Ordinary was launched by Canadian business Deciem as a skincare subsidiary in 2016. The brand is known for its ingredients-led skincare, minimalist packaging, and its claim to sell luxury products at affordable prices.