Northern Exposure
Vogue|November 2017

A relatively unknown personal-care start-up from Canada is ready to take America—and the beauty world—by storm.

Kari Molvar
Northern Exposure

Something had to be up,” Jordana Mattioli remembers thinking when she discovered The Ordinary’s $6.70 Retinol 1% serum, the kind of age-reversing, magic-bullet product that usually comes with a similarly impressive price tag. So Mattioli, an aesthetician who works alongside New York dermatologists Julie Karen, M.D., and Elizabeth Hale, M.D., did what any discerning consumer does in 2017: She emailed the brand for more information and promptly ordered almost the whole line, which showcases isolated clinical ingredients in varying concentrations.

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