The Ordinary to discontinue makeup line in 2023

The Ordinary, Deciem’s flagship brand, has announced that it will discontinue its foundations and concealers in the new year.

The brand admitted its makeup range hadn’t garnered the right level of attention from consumers to make the cost of production viable. It will stop the sale of concealer from 30 January 2023 and discontinue foundation products in June 2023.

The Ordinary's current makeup range features products including High-Adherence Silicone Primer, Serum Foundation, Coverage Foundation, High-Spreadability Fluid Primer, and Concealer. Both the foundation products and concealer cover 36 shades from 1.0N to 4.1R.

In a statement on Instagram, the company said: "We got to where we are today by being comfortable with failing. So instead of discontinuing our Foundations and Concealers quietly, we wanted to share a little about their upcoming departure—to reinforce our belief that the things that didn’t work out are an equally important part of the journey as those that did.

"As some of you may know, we produce our products here, from our happy home in Toronto. 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.

"Letting go of Colours has been a tough decision to take. Especially difficult since many of us here use and love the products. Our hearts said no, but our heads said yes. 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. And we will always, always celebrate our failures with you."

Earlier this year, Deciem announced the closure of four in-house beauty brands in order to focus on its core businesses, The Ordinary and NIOD. The skincare product incubator company said customers would be able to purchase from the four brands until "all products are gone".

In January 2022, Deciem announced that it is raising prices "for some of its products" to sustain its business.