The Ordinary brings SPF from shelves to stages in first festival collaboration
The Ordinary is swapping shelves for stages this summer as it makes its debut at London’s All Points East Festival. The cult favourite beauty brand is bringing SPF to the stage this summer as the Official Skincare Partner of the festival, taking place on 22-24 August in Victoria Park.
The brand will debut its first-ever festival partnership - complete with music, product drops and plenty of glow. It's even taking over its very own stage, The Ordinary Stage, to spotlight fresh and emerging music talent.
Festival-goers will be treated to a brand-first pop-up experience celebrating the launch of The Ordinary UV Filters SPF 45 Serum. Visitors can pick up complimentary samples of the SPF and the Squalane + Amino Acids Lip Balm, plus receive personalised skincare regimens from brand ambassadors.
The collaboration marks an interesting move for DECIEM’s flagship brand, which has built its reputation on accessible, science-led skincare. Partnering with a major cultural event like All Points East extends The Ordinary’s reach to a new demographic, while reinforcing its community-first values.
Amy Bi, VP Brand at The Ordinary, explained: "The Ordinary was built to make quality skincare accessible for all, with community being the key factor to our success.
"Many of our stores, such as our Spitalfields Market location, are in neighbourhoods rather than shopping centres - spaces designed to nurture relationships and bring people together. Our partnership with All Points East allows us to connect with a new community, as we both create an offering of art, in music and in the art of formulation."
The partnership also aligns with All Points East’s ethos of diversity in music programming, mirroring The Ordinary’s "skincare for all" positioning. This move highlights DECIEM's ambitions to embed beauty brands within cultural spaces - a strategy increasingly adopted across the industry to deepen consumer engagement beyond traditional retail formats.
