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Sarun George Sunny

Stealth • 1m

The Ordinary: Disrupting Beauty with Trust and Transparency While big beauty brands played on insecurities and used flashy ads, The Ordinary took a different path, building a loyal following with a focus on simplicity and science. Created by Brandon Truaxe, this startup skipped the celebrity endorsements and leaned into ingredient-based products at affordable prices. Inspired by generic medicine, they offered transparency: clear product names like “Niacinamide 10% + Zinc 1%,” minimalist packaging, and no marketing tricks. They focused on principles of simplicity and trust, attracting customers who valued honesty over hype. Their unique approach reshaped beauty standards by proving that transparency and quality are all that’s needed—no gimmicks required.

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