The Ordinary Enters India

The Ordinary has entered India. It is available online at Nykaa, and in all 58 of the e-tailer’s Nykaa Luxe doors. The expansion comes after Lauder’s acquisition of The Ordinary’s parent company Deciem in 2021, in a move that valued the the company at $2.2 billion. Company executives declined to provide a sales estimate, but predicted that India will be one of The Ordinary’s top three markets internationally within the next five years. In 2021, Deciem had sales of $460 million, with The Ordinary accounting for the most of sales. 

India and The Ordinary should be a great fit. The Ordinary is best known for its affordable skincare offerings. According to Lauder, the typical beauty spend in India is just $1, leaving plenty of room for growth. 

During a recent interview at the Bernstein Strategic Decisions Conference, Peter Jueptner, president, international, ELC, noted that Brazil, Middle East and India, on their own, are small markets. Taken together, however, they represent a mighty growth engine.

“We are working with the teams across the region on this emerging market strategy,” explained Jueptner. “We have a model based on China of penetrating these markets, not through brick and mortar, but meeting the consumer online.”