DECIEM, the company behind the renowned skincare brand The Ordinary, has ventured into body care for the first time after two years of development. This new range aims to meet the rising demand for functional and effective full-body skincare solutions, according to DECIEM CEO Nicola Kilner.
The body care line, introduced in early August, includes a body serum with 0.5% salicylic acid, a face and body emulsion containing 5% niacinamide, and a body lotion made with natural moisturizing factors (NMFs) and inulin. These products are priced between EUR 14 and EUR 17.30 and are available online as well as in retail stores across the EMEA region and globally.
Kilner acknowledged that while the body care market is competitive, it is also experiencing rapid growth. Increased Google searches and TikTok hashtags related to body care suggest heightened consumer interest in comprehensive skincare routines. Despite this, Kilner noted that many body care products tend to prioritize fragrance or sustainability over functionality, a gap The Ordinary aims to fill with its scientifically-backed, ingredient-focused approach.
Astrid de la Noue, EMEA Regional Director at DECIEM, highlighted that body care sales in Europe have been rising since 2021, with strong growth projected through at least 2025. Hydration remains a top concern for EMEA consumers, reflecting a demand for complete skincare regimens that include body care.
The Ordinary’s new body care line utilizes key ingredients like niacinamide and salicylic acid, known for their efficacy in improving skin health, and introduces inulin, a prebiotic that supports the skin’s microbiome. Kilner emphasized that the brand’s commitment to effective treatments extends to its body care range, aligning with its core values of delivering science-backed, functional skincare solutions.
