The Ordinary to Launch at Ulta Beauty

Deciem’s best-known brand, The Ordinary, is gearing up to launch at Ulta Beauty. The Ordinary is launching 26 stockkeeping units, including AHA 30% BHA 2% Peeling Solution, $7.20; Squalane Cleanser, $7.90, and 100% Cold-Pressed Virgin Marula Oil, $9.90, online with Ulta on July 1. The products will hit 400 Ulta doors Aug. 5, according to the company. “Hopefully, if everything goes well, we’ll expand even further with them,” said Deciem chief executive officer Nicola Kilner. “The Ordinary is a brand that is for everyone…[launching with Ulta] makes us more accessible to the consumers in America.” In the stores, products will be merchandised on end caps with icons that aim to explain when to use the products — sun and moon decals, for example, mean the product can be used day and night, and a crossed-out eye illustration means not to use the product near eyes. Customers in the U.S. have long been buying The Ordinary’s products online, Kilner said, but launching in Ulta is good for consumer education and for “that touchpoint in real life.” Right now, The Ordinary is also sold on its e-commerce site and online with Sephora. The Ordinary was previously in talks to enter Ulta, but conversations fizzled out during a

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