By Christa Joanna Lee September 6, 2026 Collage: Jemeria Davison; Source images: Courtesy of brands Save Story Save this story Save Story Save this story Few brands have made ingredient lists feel as approachable as The Ordinary. The best Ordinary products skip the smoke and mirrors in favor of names that showcase their active ingredients— Niacinamide 10% + Zinc 1%, Hyaluronic Acid 2% + B5, and Retinal 0.2 Emulsion—so there’s little second-guessing about what you’re applying. That plainspoken transparency is central to its parent company, Deciem (also aptly called “The Abnormal Beauty Company”), which built The Ordinary around understated packaging, familiar ingredients placed front and center, and formulas that often cost no more than lunch.
Since launching 10 years ago, The Ordinary has inspired waitlists, amassed devoted fans, and earned multiple Allure Best of Beauty Awards , proving that inexpensive beauty products don’t have to feel like a compromise. Though skin care remains its bread and butter, the lineup has expanded to include scalp and hair treatments, along with makeup—including its recently revived Serum Foundation. Of course, a catalog filled with percentages, peptides, acids, suspensions, and microemulsions can still require a bit of decoding. Ahead, we rounded up the brand’s greatest hits—what they actually do, how to use them, and which ones deserve real estate in your routine.
Meet the experts How we test and review products Our staff and testers HA-ppy Skin: Hyaluronic Acid 2% + B5 Save to wishlist Save to wishlist The Ordinary
Allure senior staff writer Elizabeth Gulino applying The Ordinary Hyaluronic Acid 2% + B5
Why we love it: Long before TV commercials were teaching us how to pronounce “hyaluronic,” The Ordinary’s Hyaluronic Acid 2% + B5 was part of the brand’s original 2016 lineup. What separates it from many basic HA serums is its 2% concentration of five forms of hyaluronic acid, including hydrolyzed hyaluronic acid and sodium hyaluronate crosspolymer, which work across multiple levels of the skin’s surface to draw in water, soften fine lines, and give skin a plumper appearance. Panthenol, a.k.a. pro-vitamin B5, supports moisture retention, while phospholipids sgand sphingolipids reinforce the skin barrier. Glycerin supplies another dose of humectant hydration, and red algae extract helps condition skin.
Tester feedback from senior staff writer Elizabeth Gulino
“I’ve been using The Ordinary’s reformulated Hyaluronic Acid 2% + B5 serum (with ceramides) for years and don’t plan on stopping. I first picked it up because of its approachable price point, but I’ve become a repeat customer thanks to the product doing its job by keeping my skin soft and hydrated. I use it year-round, and it layers wonderfully under moisturizer.” —Elizabeth Gulino, senior staff writer
Key ingredients: hyaluronic acid, vitamin B5, ceramides, phospholipids, sphingolipids, glycerin, red algae extract Who it's for: people with oily or combination skin who want hydration without the weight Fragrance-free: yes Set the Tone: Glycolic Acid 7% Exfoliating Toner Save to wishlist Save to wishlist The Ordinary
Allure senior commerce director Shanna Shipin applying The Ordinary Glycolic Acid 7% Exfoliating Toner
Why we love it: The Ordinary’s Glycolic Acid 7% Exfoliating Toner lets a single swipe do much of the heavy lifting: Its namesake alpha hydroxy acid loosens dead surface cells to gradually smooth rough texture, brighten dulln…