The Abnormal Company – Not So Ordinary

Trying to find skin care products that are safe for moms to be is not easy. I did a lot of research to ensure I was not putting anything in or on my body while pursuing my quest of trying to bring a new life to this world. As paranoid as any woman trying to conceive, I did my due diligence.

There are many big brand names in the skin care industry that many people swear by. I am one of those who love to jump the bandwagon when it comes to anything everyone is raving about. Life is not one fits all. That is what I have learned over the years. I’m a true skin care enthusiast. I have been using big brand name skincare products for many years, thanks to my problematic, moody skin.


I have suffered from adult acne that has finally calmed down after many years of experimenting and testing new products. If you have read any of my previous skincare blog posts, you would notice my love for natural skincare options, such as The Body Shop and Sunday Riley.

I was this close to splurging on Tata Harper when I came across The Ordinary skincare line. The internet went haywire with the recent news about passing away of the CEO of Deciem, Brandon Truaxe, the brain behind The Ordinary brand, only aged 40. Truaxe was best known for setting up Canada-based skincare brand The Ordinary, which sells “luxury” products at affordable prices and has been endorsed by celebrities including Kim Kardashian West.

The Ordinary range of skincare seems, to me at least, based on the concept of generic pharma. This is an industry that, after a drug company’s legal monopoly on its expensive medicine expires, produces generic drugs using the original recipe, minus any marketing frills, and sells it at a much lower price (hence paracetamol at 19p a pack), saving consumers and the health service fortunes on what is essentially the same product. What we have in The Ordinary is a cosmetic skincare company, namely Deciem, that follows similar principles by stripping back unnecessary scents, packaging and fancy-sounding but unproven ingredients, leaving behind only the things that actually work – active ingredients such as retinol (anti-wrinkle), vitamin C (brightening), hyaluronic acid (plumping, hydrating) and zinc (anti-inflammatory) – and flogging each product for less than a tenner. Unbelievable, right?

The two The Ordinary skincare products I have added to my skincare routine are:

Niacinamide 10% + Zinc 1%



Previously, I was using Sunday Riley, Saturn Sulfur Acne Mask that contains Sulfur 10%, Niacinamide 4% and Zinc PCA 1%. For the fraction of the price, I found The Ordinary product that is a serum, which I prefer to use daily vs as mask.  The Niacinamide Serum is made up of a high concentration (10%) of Niacinamide, also known as Vitamin B3, and additional Zinc (1%). The formulation is oil-free, alcohol-free and silicone-free.

Vitamin B3 is known to reduce the appearance of skin blemishes and congestion, whilst balancing your natural sebum levels for a shine-free complexion. It improves the skin’s barrier function, preventing the skin from losing water and protecting it from pollutants and irritants, making it particularly gentle on skin. It improves skin texture and smoothness, whilst calming any breakouts and reducing excess oils.

Zinc is an anti-inflammatory, commonly used to treat burns and scars and fight against free radicals. It also encourages collagen production to reduce the appearance of wrinkles and fine lines.

While Niacinamide and Zinc PCA reduce the look of blemishes and balance visible sebum activity, neither is a treatment for acne. For persistent acne-related conditions, we recommend the use of Benzoyl Peroxide and/or Retinoic Acid. DECIEM doesn’t recommend ongoing use of BHA such as Salicylic Acid for persistent blemishes. For temporary improvement in appearance of blemishes, Salicylic Acid would help. This formulation can be used alongside acne treatments if desired for added visible skin benefits.

Who is this serum best for?

Niacinamide 10% + Zinc 1% Serum is particularly good for those who suffer from rosacea and redness on the skin as it can help soothe irritation and even out the skin tone.

It is also good for those who are prone to breakouts and have oily skin, as it can calm breakouts, reduces the appearance of spots and rebalances oil levels. However, if you suffer from acne, The Ordinary recommend you use their Granactive Retinoid 2% Emulsion instead.

When should I use it in my routine?

If you feel like the Niacinamide 10% + Zinc 1% Serum is right for your skin, it’s important you know how and when to use it to maximize the benefits. This serum is water-based, and should be applied before any heavier oils and creams at both morning and evening times to feel the full effects.


Apply to entire face morning and evening before heavier creams.


Aqua (Water), Niacinamide, Pentylene Glycol, Zinc PCA, Dimethyl Isosorbide, Tamarindus Indica Seed Gum, Xanthan gum, Isoceteth-20, Ethoxydiglycol, Phenoxyethanol, Chlorphenesin.

The Independent studies suggest Niacinamide is also an effective ingredient for brightening skin tone.

Azelaic Acid Suspension 10%


The Azelaic Acid Suspension 10% is useful for visibly brightening skin and improving its texture..

Found in grains, Azelaic Acid is produced naturally by yeast that lives on normal skin. It brightens the skin tone while visibly improving the evenness of skin texture and reducing the look of blemishes. It is a multi-functional support ingredient for all skin types and acts as an effective antioxidant. This formula offers a very high 10% concentration of high-purity Azelaic Acid in a lightweight cream-gel system.

Some things in the world just seem to have everything going for them. Azelaic Acid is one of those things. You probably don’t know that there is Azelaic Acid on your skin as you are reading this post even if you don’t use treatments containing this amazing ingredient, because Azelaic Acid is produced naturally by yeast that lives on healthy skin. And while most acids cause redness, Azelaic Acid is also shown to reduce the looks of redness and of rosacea. As this formula is a suspension to offer optimal stability, very small amounts must be used and ideally at bedtime.


Apply to face AM and/or PM to improve visible brightness and the appearance of skin texture. Avoid contact with eyes and mouth. Use sun protection during the day.


Aqua (Water), Isodecyl Neopentanoate, Dimethicone, Azelaic Acid, Dimethicone/Bis-Isobutyl PPG-20 Crosspolymer, Dimethyl Isosorbide, Hydroxyethyl Acrylate/Sodium Acryloyldimethyl Taurate Copolymer, Polysilicone-11, Isohexadecane, Tocopherol, Trisodium Ethylenediamine Disuccinate, Isoceteth-20, Polysorbate 60, Triethanolamine, Ethoxydiglycol, Phenoxyethanol, Chlorphenesin.

I cannot wait to try other The Ordinary products! Overall, The Ordinary is a solid range, and I’m not surprised it’s causing such a stir in the beauty industry. What it perhaps lacks in luxury and elegance, it delivers in transparency, realism and affordability. I can’t help thinking this is how all modern skincare should be sold.

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