Is the Ordinary Serum Foundation Really Just $8? Pricing, Formula, and Stock Truths
By Alexander Ross
In early 2025, retailers like NJ.com and Refinery29 reported that The Ordinary Serum Foundation had returned to digital shelves at $8.00 per 30ml bottle. In the UK, Metro confirmed a retail figure of £6.40. Consumers were shocked. Between 2022 and 2026, the average cost of drugstore base makeup rose by roughly 28%. A classic L’Oréal or Maybelline liquid foundation now easily clears the $14 mark, while mid-tier viral skin tints hover around $24.
How does Deciem sell a liquid foundation for eight dollars without bleeding revenue? The answer lies in structural minimalism:
- Unchanged Packaging Architecture: Deciem avoided redesigning the componentry. The foundation uses the same matte plastic bottle, basic pump dispenser, and minimalist paper cartons used across The Ordinary's entire catalog.
- Proprietary Production Facilities: Deciem formulates and bottles the majority of its inventory in-house in Toronto, sidestepping third-party manufacturing markups that bloat indie brand costs.
- Zero Traditional Ad Spend: Deciem spent nothing on glossy celebrity billboard campaigns or television slots. The foundation’s return relied purely on organic editorial coverage and viral TikTok beauty reviews that spread across social feeds within hours of the announcement.
The pricing is genuine. There are no subscription traps or mandatory minimum purchases attached to the $8 MSRP. However, getting your hands on a bottle at that price without paying third-party shipping fees remains a logistical hurdle for casual shoppers.
Alexander Ross has covered the video game industry for a decade, writing deep dives on game design, esports tournaments, VR developments, and gaming culture.
