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The Ordinary to Discontinue Its Foundations and Concealers

According to the brand, the makeup products have not been profitable since their launch.

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By: Charlie Sternberg

Associate Editor

The Ordinary, part of Deciem Beauty Group, which is owned by The Estée Lauder Companies, is discontinuing its foundations and concealers.
 
The Toronto-based label’s makeup line includes Serum Foundation, Coverage Foundation and Concealer.
 
The brand explained on Instagram: “The production process for Colours is complex, and requires heavy input from many of our team. The accessible pricing that we felt was sensible to charge for the formulas would only cover our production costs if the volume that we sold was high. Despite many people loving the formulas, we didn’t manage to reach enough of you with our Colours range and the products have not been profitable since their launch. Although we really strongly believe in both products, their popularity simply was not strong enough to make their production sustainable.
 
“Letting go of Colours has been a tough decision to take. Especially difficult since many of us here use and love the products.”
 
The Colours Concealers will be discontinued on January 30, 2023. Foundations will be discontinued in June next year.
 
“Colour may return in our more distant future. Until then, we will continue to play in the space we know best—sensibly priced, science-proven skincare,” the brand added.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

A post shared by The Ordinary (@theordinary)


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