![the ordinary concealer the ordinary concealer](https://www.simply-selma.com/wp-content/uploads/2021/03/IMG-9143-Facetune-06-03-2021-21-47-40.jpg)
Following a volatile year for Ulta Beauty, the retailer’s CEO Mary Dillon made a surprise announcement that she was stepping down in early March. In three years, Estée Lauder Companies plans to buy the rest of Deciem at a to-be-determined valuation. In February, Estée Lauder Companies upped its 2017 29% stake in Deciem to 76%, valuing Deciem at $2.2 billion. 2021, The Ordinary’s sales have grown 250% on and 196% through Ulta stores, according to Isaacs. 2020, Deciem debuted eight products in all of Sephora’s 78 locations across Canada.
The ordinary concealer skin#
The Ordinary’s skin care entered Ulta Beauty stores in May 2019, shortly after the products relaunched onto in Jan. We’re hoping to do the same thing in the color space,” said Dakota Isaacs, Deciem’s market director for North America. “When you look at our skin-care business, it was always our price point that made us accessible, but the efficacy brought along the trust. In 2020, Deciem, which is the parent company of The Ordinary, as well as brands Niod and Hif, nearly doubled its sales to approximately $460 million.
![the ordinary concealer the ordinary concealer](https://www.stylist.co.uk/images/app/uploads/2021/01/19114823/the-ordinary-concealer-review-swatches.png)
Ulta Beauty’s overall assortment has leaned heavily toward makeup, but it has been making inroads with noteworthy hair- and skin-care brands through its new Conscious Beauty program. The expansion of color cosmetics and the Ulta Beauty partnership goes against the grain of beauty trends, wherein makeup has seen a sustained sales decline since even before the pandemic. Its products will further expand to all 1,200 Ulta Beauty doors in 2021. The Ordinary is also increasing its number of items sold through Ulta Beauty from 22 to 112 products across skin care and makeup. The product collection will launch first on on March 21 before entering 326 brick-and-mortar stores on May 3. Please note that if you purchase something by clicking on a link within this story, we may receive a small commission of the sale.After launching its 36-shade makeup concealer collection via its direct channels in January, The Ordinary has decided to exclusively work with Ulta Beauty to carry its entire makeup range moving forward. Our mission at STYLECASTER is to bring style to the people, and we only feature products we think you’ll love as much as we do. A letter is then added to identify the undertone: P (pink) and R (red) indicate cool undertones N indicates a neutral tone Y (yellow) indicates a warm undertone. Each shade category is then classified even more by a second digit from 0 to 4 to indicate depth within each category. 1 is for lighter tones, 2 for medium tones, 3 for dark/deep tones and 4 for deeper tones. This one has 36 shades taking into account undertones. When you just want to cover up a pimple, hide dark circles or tone down redness, concealer is often the way to go.
The ordinary concealer full#
It’s looking like The Ordinary doesn’t just want to be known as a skincare brand but a full beauty company.īut enough about foundation. It just depends on what type of coverage you’re looking for.
![the ordinary concealer the ordinary concealer](https://cdn.shopify.com/s/files/1/0270/3278/0915/products/image_99a7c1e8-919f-477c-93e3-0f2b76ba6a52_1024x.jpg)
One is heavier and one is more lightweight but neither is cakey. The full-coverage concealer dropped after The Ordinary rolled out its second foundation, the Coverage Foundation ($6.90 at Ulta) adding to the Serum Foundation ($6.70 at Ulta). If you’re already a fan of The Ordinary skincare, well, get ready.
![the ordinary concealer the ordinary concealer](https://www.magi-mania.de/img/2021/01/THE-ORDINARY-Concealer-High-Coverage-Formula-Deutschland-840x1008.jpg)
It’s Deciem, the parent company’s, first concealer and we’re pretty sure it won’t be the last. The Ordinary’s Concealeris what you would expect from the brand: well priced and high performance without all the bells and whistles. An unbelievably affordable concealer that’s actually full-coverage.