# How The Ordinary Won Skincare by Destroying the Price Myth

Page: https://stenobird.com/podcast/brand-storytelling-with-fexingo-narrative-mission-and-stories-that-sell-7871735/how-the-ordinary-won-skincare-by-destroying-the-price-myth
Text version: https://stenobird.com/podcast/brand-storytelling-with-fexingo-narrative-mission-and-stories-that-sell-7871735/how-the-ordinary-won-skincare-by-destroying-the-price-myth.md
Podcast: [Brand Storytelling with Fexingo: Narrative, Mission, and Stories That Sell](https://stenobird.com/podcast/brand-storytelling-with-fexingo-narrative-mission-and-stories-that-sell-7871735)
Published: 2026-07-17T06:56:29+00:00
Episode link: https://audio.fexingo.com/business/brand-storytelling/episode-0115.mp3
Audio file: https://audio.fexingo.com/business/brand-storytelling/episode-0115.mp3
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JSON: https://stenobird.com/v1/public/podcasts/brand-storytelling-with-fexingo-narrative-mission-and-stories-that-sell-7871735/episodes/how-the-ordinary-won-skincare-by-destroying-the-price-myth
Duration seconds: 499

## Resource

In this episode, Lucas and Luna break down how The Ordinary disrupted the skincare industry not with a new ingredient, but with radical pricing transparency. Launched in 2016 by parent company Deciem, the brand published its cost-plus pricing — showing that a serum with 10% niacinamide costs customers only $5.90. We trace the strategy back to founder Brandon Truaxe's contrarian vision, the supply-chain moves that made it possible, and how Estée Lauder acquired Deciem in 2021 for $2.2 billion. A masterclass in using price as a narrative weapon. #TheOrdinary #Deciem #BrandonTruaxe #EsteLauder #Skincare #PricingStrategy #CostPlusPricing #Transparency #BrandStorytelling #Marketing #Disruption #BeautyIndustry #Niacinamide #SupplyChain #Contrarian #LuxuryVsValue #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo

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## Transcript

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