Nandini Bhalla: What is the story behind The Ordinary?
“When we presented The Ordinary to the biggest retailers in the UK and US, they refused to listen to us. They thought consumers wouldn’t understand the concept, and were leaning towards anti-ageing and glow-inducing products. Luckily, we decided to launch the brand anyway. We eventually tied up with a website in the UK, which was relatively unknown, and that’s when we witnessed the power of the consumer explode overnight—not just consumers, but also beauty journalists who supported The Ordinary because they were impressed with our formulations. And a few months
