True to its name, the range consists of 10 serums, nine of which are straightforward ingredients that range from £4 to £12.70. Truaxe, who was behind the best-selling Indeed serum that caused unprecedented waiting lists at Boots, created Ordinary out of irritation with the beauty. “The Ordinary brings to market ingredients that are well known, well proven, but typically overpriced and disguised as "new" innovation,” explains Truaxe. “There is nothing "luxurious" or "educated" about overpaying for commodity, no matter how effective that commodity is. Skincare is not like fragrance or fashion––it's functional and it's not about telling stories."

As the formulas are simple with just one or two ingredients per serum that are tested and proven to work effectively on the skin, Truaxe is able to formulate, bottle and sell each at a lower price.