The Ordinary has successfully shaken things up with a “less is more” approach.
With the Well+Good SHOP, our editors put their years of know-how to work in order to pick products they’re betting you’ll love. While our editors independently select these products, making a purchase through our links may earn Well+Good a commission. Happy shopping!While the beauty industry often tilts toward flashy excess, There’s no glam packaging, laundry lists of ingredients, or eye-popping prices.
to address multiple signs of eye-area aging at a $25 price point. After all, The Ordinary bills itself as a pioneer in honest pricing and creating “clinical formulations with integrity," so what gives? Turns out, the explanation is about as simple as the brand's packaging: Targeting numerous anti-aging concerns in one bottle—reducing the appearance of crow’s feet, undereye wrinkles, eye bags, puffiness, and dark circles, while improving skin texture and brightness—requires a formula that goes above and beyond, and that can get expensive.
“The price point of this serum is reflective of the multiple technologies present in the product,” says Prudvi Kaka, chief scientific officer of The Ordinary. “Our audience has been requesting a multi-targeted serum for eye concerns for quite some time, and in order to impactfully target multiple concerns that are common around the eye area, we needed to develop a holistic formula that utilizes several ingredient complexes designed to work together synergistically.
The serum also contains several supporting ingredients, including glucosides to improve the appearance of dark circles and puffiness, caffeine for brightness, and niacinamide and ash bark to target under-eye bags. It’s also well-tolerated by most skin types, says Kaka.
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