The Ordinary Expands Brick-and-Mortar Offering With Sephora Tie-Up | The Business of Beauty | BoF – The Business of Fashion

On Friday, the Deciem-owned brand will begin selling 24 of its products in Sephora stores in Canada and the US. The Ordinary will also launch three of its mask and serum products in larger sizes, items that will be exclusive to Sephora.

The arrival of The Ordinary in Sephora stores is an extension of the two companies’ already existing relationship: The skin care brand first launched on Sephora’s website in December 2017. This expansion aims to complete the buying experience for the North American customer, according to parent company Deciem. 

The announcement is the first major expansion for the brand since the beauty conglomerate Esteé Lauder increased its ownership stake of Deciem to 76 percent, valuing the company at $2.2 billion, in February.

Further Reading: Why Estée Lauder Is Finally Acquiring Deciem

The American prestige beauty giant’s purchase of the company, best known for $6 serums, is a sign of the increasing blur between drugstore and luxury.