In an exclusive interview with ELLE India, Nicola Kilner (NK), CEO and Co-Founder of The Ordinary, reveals the inspiration and innovation behind their latest product launch in India: the Squalane + Amino Acids Lip Balm. Known for its commitment to transparency, efficacy, and affordability, The Ordinary has ventured into the lip care category with a product that promises to redefine how we care for our lips. Read on for a fun and engaging conversation with Nicola, where she shares behind-the-scenes insights, challenges, and plans for the brand.
ELLE: What inspired The Ordinary to venture into the lip care category with the Squalane + Amino Acids Lip Balm?
NK: Our Squalane + Amino Acids Lip Balm reflects our mission to democratise skincare and our commitment to meet the needs of our customers while maintaining our core principles of transparency, efficacy, and honest prices. We’ve always listened closely to our community, and we understood the desire for a high-quality, effective lip care product. Lips are often overlooked in daily skincare regimens, yet they require just as much care and attention. We aimed to create a product that embodies our philosophy of using proven, science-backed ingredients in high-quality formulations.
ELLE: Can you share some behind-the-scenes insights into the development process of the new lip balm?
NK: Interestingly, this isn’t our lab’s first venture into formulating a lip balm! We had to reconsider certain aspects from previous formulations, such as the flavour imparted by otherwise odourless raw materials like amino acids, which gave the product a salty taste. We aimed to maintain a skin-identical approach while ensuring the balm was odourless and flavourless. We also worked with texture enhancers to achieve a balm-like consistency, highlighting squalane as the main emollient and using ingredients like sunflower wax to create a lightweight feel.
ELLE: If you could describe the new Squalane + Amino Acids Lip Balm in three words, what would they be?
NK: Effective, multi-use, and handy.
ELLE: What challenges did The Ordinary face when entering the Indian market, and how were they overcome?
NK: India has always been a priority for us due to the strong following we had on our social channels even before entering the market. Without a local partner, our consumers faced long delivery times. Covid delayed our entry, but when we finally launched, it was a huge success. The key challenge was educating consumers about our science-backed formulations. We’ve made ongoing efforts to provide educational content that is locally relevant.
ELLE: The Ordinary has always been known for its transparency and affordability. How do you balance cost-effectiveness with high-quality ingredients?
NK: Our first mission has always been to offer high-quality ingredients at a sensible price point. We focus on ingredient transparency and efficacy by removing unnecessary elements like fragrances, texture agents, and over-complex packaging. This approach reduces costs significantly, ensuring that every dollar spent goes directly into the formulation, enhancing its quality and effectiveness while echoing our commitment to transparency and authenticity.
ELLE: In a market saturated with skincare brands, what unique value does The Ordinary bring to Indian consumers?
NK: The Ordinary stands for integrity in pricing and science. We take an education-first approach, helping consumers make informed choices about their skincare routines. We have our own lab in Toronto, where all our formulas come to life. We focus on innovation and ingredient efficacy rather than trends, which sets us apart in the market.
ELLE: How do you see the trend of ’emotional support lip care rituals’ evolving, and what role does the new lip balm play in this trend?
NK: Our new Squalane + Amino Acids Lip Balm is designed to be effective with active ingredients. Lip balm isn’t just an ordinary skincare product; it goes everywhere with us. Our balm not only moisturises lips, elbows, and cuticles but also meets the need for emotional support wherever you go.
ELLE: What is one misconception about skincare that you wish more people understood?
NK: That quality is not defined by price. Many people still believe this, but at The Ordinary, we are committed to proving that you don’t need to break the bank to access high-quality skincare.
ELLE: What role does consumer feedback play in the development of new products at The Ordinary?
NK: We listen closely to our community’s needs, and our scientists ensure we meet them within our existing range. If necessary, we innovate to create new products. This approach ensures our products are not only effective but also aligned with what our audience wants.
ELLE: If you had to create a skincare product inspired by a personal experience, what would it be and why?
NK: I’m always looking for something to help while travelling with younger children, perhaps a face mask that targets all signs of exhaustion and provides an energy boost.
ELLE: What can we expect next from The Ordinary? Are there any upcoming innovations or product lines you can hint at?
NK: Our scientific team is constantly exploring new ingredients to bring to market and continue democratizing quality skincare. Expect quite a few innovations coming your way very soon, including a new range outside of skincare. Stay tuned!
