Why was The Ordinary discontinued?
If you’ve been searching for your favorite The Ordinary product and come up empty-handed, or seen online chatter about the brand being discontinued, don’t panic. The good news? The Ordinary hasn’t been discontinued. The brand is alive, well, and still producing its cult-favorite affordable skincare products.
However, there are legitimate reasons why you might be having trouble finding certain products or why discontinuation rumors persist. Let’s clear up the confusion.
The Truth About The Ordinary’s Status
The Ordinary is still operating under its parent company, Deciem, and continues to release new products while maintaining its core lineup. The brand remains available through:
- The official Deciem/The Ordinary website
- Major retailers like Sephora and Ulta
- Authorized international distributors
- Regional sellers like Ordinary-Maroc.com (for Morocco)
So if the brand isn’t discontinued, why all the confusion?
Why People Think The Ordinary Was Discontinued
Individual Products Have Been Discontinued
While the brand itself continues, specific products have been retired over the years. Some notable discontinuations include:
Discontinued Products:
- Vitamin C Suspension 30% in Silicone
- EUK 134 0.1%
- Resveratrol 3% + Ferulic Acid 3%
- Ascorbyl Tetraisopalmitate Solution 20% in Vitamin F
- Some regional variations of existing products
These discontinuations happen for various reasons:
- Reformulation into better versions
- Low demand or sales performance
- Ingredient sourcing issues
- Stability problems with certain formulations
- Consolidation of similar products
When a beloved product disappears from shelves, devoted users understandably worry the entire brand might be going under.
Stock Shortages and Availability Issues
The Ordinary has experienced periodic stock shortages of popular products, leading to temporary unavailability. This happens due to:
High Demand: The brand’s affordable pricing creates massive demand that sometimes outpaces supply, especially for bestsellers like Niacinamide 10% + Zinc 1% or the AHA/BHA Peeling Solution.
Manufacturing Limitations: Deciem maintains quality standards that can slow production, particularly for complex formulations.
Distribution Challenges: Global supply chain issues have affected many brands, including The Ordinary, causing regional availability problems.
Retailer-Specific Issues: Some retailers may temporarily stop carrying the brand or specific products due to contractual changes or inventory decisions.
When multiple products are out of stock simultaneously, it can create the false impression that the brand is shutting down.
The Deciem Drama of 2018
One major source of discontinuation rumors traces back to 2018, when Deciem experienced significant corporate turmoil involving its founder, Brandon Truaxe. This period included:
- Erratic social media posts from leadership
- Temporary store closures
- Confusion about the company’s direction
- Concerns from customers and investors
While this was a genuine crisis for the company, Deciem ultimately stabilized under new leadership. Brandon Truaxe sadly passed away in 2019, and the company was later acquired by Estée Lauder Companies, providing financial stability and resources for continued growth.
Some people still associate The Ordinary with that tumultuous period and assume the brand didn’t survive.
Regional Availability Varies
The Ordinary’s availability differs significantly by region. If you’re in a country where:
- The brand has limited distribution
- Import regulations restrict certain ingredients
- Local retailers don’t stock the products
- Shipping isn’t available from official channels
…it might feel like the brand has been discontinued in your area, even though it’s thriving elsewhere.
Confusion with Deciem’s Other Brands
Deciem owns multiple brands beyond The Ordinary, including NIOD, Fountain, and The Chemistry Brand. Some of these sub-brands have been discontinued or consolidated, leading to confusion about The Ordinary’s status.
Products That Are Actually Hard to Find (And Why)
Certain The Ordinary products frequently go out of stock, contributing to discontinuation concerns:
Niacinamide 10% + Zinc 1%: So popular it’s often sold out for weeks at a time.
AHA 30% + BHA 2% Peeling Solution: High demand and production complexity mean frequent shortages.
Natural Moisturizing Factors + HA: A simple, effective moisturizer that flies off shelves faster than it can be restocked.
Retinol Products: Various retinol formulations experience periodic availability issues due to ingredient stability requirements and high demand.
If your go-to product is consistently unavailable, it’s likely a supply-and-demand issue, not a discontinuation.
What to Do If Your Product Is Actually Discontinued
If The Ordinary has genuinely discontinued a product you love:
Find Direct Replacements
The Ordinary often discontinues products when launching improved versions. Check their website for:
- New formulations that replace old ones
- Similar products with updated ingredients
- Announcements about reformulations
Look for Alternatives Within The Ordinary
The brand offers many products with overlapping benefits. For example:
- If one Vitamin C formula is discontinued, try another from their range
- Multiple retinol strengths and formats provide options
- Various peptide serums can often substitute for one another
Explore Other Brands
While The Ordinary is uniquely affordable, other brands offer similar active ingredients:
- Inkey List: Comparable price point and ingredient focus
- Paula’s Choice: Higher price but excellent formulations
- CeraVe and La Roche-Posay: Affordable options for basic actives
- The INKEY List: Similar minimalist approach
Stock Up (Carefully)
If you hear discontinuation rumors about a product you love:
- Check official sources before panic-buying
- Don’t over-purchase—skincare expires
- Consider buying 2-3 backups maximum
- Store unopened products properly
How to Stay Informed
To avoid confusion about The Ordinary’s product availability:
Follow Official Channels:
- The Ordinary’s official Instagram and social media
- Deciem’s website announcements section
- Email newsletters from authorized retailers
Check the Website First: If a product is truly discontinued, it will eventually disappear from the official website entirely. « Out of stock » doesn’t mean discontinued.
Join Community Forums:
- Reddit’s SkincareAddiction community
- The Ordinary Facebook groups
- Beauty forums where users share information about restocks and discontinuations
Contact Customer Service: Deciem’s customer service can confirm whether a product is discontinued or simply out of stock.
Recent Updates and the Future
As of 2024-2025, The Ordinary continues to:
- Release new products regularly
- Maintain its core product lineup
- Expand into new markets
- Enjoy strong backing from Estée Lauder Companies
The brand shows no signs of shutting down. In fact, its parent company’s acquisition by a beauty giant suggests long-term stability and growth potential.
The Bottom Line
The Ordinary has not been discontinued. While individual products come and go, and stock shortages can be frustrating, the brand remains one of the most popular and accessible skincare lines available.
If you’re having trouble finding specific products:
- Check if it’s temporarily out of stock versus actually discontinued
- Sign up for restock notifications on official websites
- Try authorized alternative retailers
- Consider similar products within The Ordinary’s range
- Be patient—popular products usually return to stock
The skincare world would be much poorer without The Ordinary’s democratization of effective ingredients at affordable prices. Fortunately, we don’t have to worry about that happening anytime soon.
So breathe easy, keep your favorites in your routine, and rest assured that The Ordinary isn’t going anywhere.
