In a surprising turn of events, the cult-favorite serum foundation from The Ordinary has made its triumphant return. Initially launched in 2017, this product quickly became a sensation due to its affordability and skin-loving benefits. Despite its discontinuation a few years ago, it has now reappeared with an updated formula and a slightly higher price tag. This article delves into why this foundation was so beloved, the reasons behind its temporary disappearance, and what users can expect from its latest iteration.
A Brief History: From Launch to Discontinuation
When The Ordinary introduced its serum foundation in 2017, it revolutionized the beauty industry by offering high-quality makeup at an incredibly affordable price point. The foundation provided lightweight coverage and a natural finish, making it a favorite among students and budget-conscious consumers. It even garnered praise from beauty editors who compared its performance favorably to luxury brands. However, despite its popularity, the product was discontinued due to financial constraints. The company explained that the low price point did not allow for sustainable production. Now, after much anticipation, the serum foundation is back, promising to stay longer this time around.
The original launch of The Ordinary’s serum foundation in 2017 marked a significant moment in the beauty world. At less than £6, it offered exceptional value for money, coupled with skincare benefits like hydration and a radiant finish. The product quickly amassed a waiting list of over 25,000 people, proving its immense popularity. Beauty experts praised its efficacy, comparing it to foundations that cost four times as much. Yet, the brand faced challenges maintaining production due to its accessible pricing. In 2022, The Ordinary announced via Instagram that they could no longer sustain the product at such a low price. Fans were left heartbroken, but hope remained as rumors of a comeback circulated.
What’s New: An Updated Formula and Expanded Shade Range
The re-launched serum foundation retains its core features—lightweight coverage and a natural finish—but comes with enhancements. Available in 36 shades, it caters to a wide range of skin tones, ensuring inclusivity. The formula blends seamlessly and resists settling into fine lines, providing a radiant glow suitable for all skin types. Additionally, it includes hydrating ingredients like glycerin and hyaluronic acid, along with mica and dimethicone for a luminous finish. At £6.40, it remains one of the most affordable options on the market.
The new version of The Ordinary’s serum foundation promises to deliver everything fans loved about the original while addressing some of its limitations. The updated formula offers the same buildable, lightweight coverage but with improved longevity. It is available in a compact 30ml bottle with a pump applicator, perfect for travel or touch-ups throughout the day. The expanded shade range, categorized into fair, medium, and dark tones, ensures better representation for diverse skin types. Key ingredients include glycerin and hyaluronic acid for hydration, along with mica and dimethicone for a smooth, radiant finish. Despite being slightly more expensive than before, the foundation remains a fraction of the cost of similar products. Moreover, The Ordinary has hinted that this relaunch might be limited, urging enthusiasts to stock up while supplies last.