CULT global beauty brand The Ordinary, which is stocked in Priceline Pharmacy, is launching in Japan on 29 May at @cosme, online and 20 stores nationwide.
"As 'The Abnormal Beauty Company', one of our principles is to bring transparency and honesty to our audience," said CEO and co-founder Nicola Kilner.
"I am particularly excited about our launch in Japan as I know how educated the Japanese consumer is around skincare ingredients.
"That is exactly what we want to encourage, for people to know exactly what they are putting on their skin and understand if they are overpaying for formulations."
Much loved all over the world for its affordable and simple, single-ingredient skincare range, The Ordinary was launched in 2016 in Canada and is now available in more than 45 countries.
In 2021, Estee Lauder increased its ownership of The Ordinary's parent company, Deciem, to 76%.
The beauty giant also owns brands such as Tommy Hilfiger, MAC, La Mer, Bobbi Brown, Aveda, and Jo Malone London.
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