SCIENCE Made Simple

Deciem co-founder Nicola Kilner reflects on The Ordinary's journey, its first store opening in Malaysia, and why simplicity and transparency remains at the heart of the brand.

- ALISHA AZUDDIN

When The Ordinary first launched in 2013 with a single product, few could have predicted it would grow into one of the most disruptive beauty brands of the decade.

Now, with over 30 stores worldwide, the brand has finally arrived in Malaysia—bringing its cult formulas to shelves in Kuala Lumpur for the very first time.

For Nicola Kilner, co-founder of Deciem, The Ordinary's parent company, the Malaysian debut carries both professional and personal significance. “It’s incredibly special,” she shares. “To see The Ordinary available in Kuala Lumpur feels like we’re connecting with a whole new community in person, not just online. It’s a milestone that represents our continued growth while staying true to our values of accessibility and integrity.”

That ethos—making science-driven skincare affordable and transparent—has been central to The Ordinary's global success. Kilner believes its resonance comes down to something universally human. “Honesty and effectiveness are universal. People everywhere want products that deliver what they promise, at a fair price. That transparency cuts across cultures and has built trust with our community worldwide.”