When the Ordinary [1] launched in 2013, it quickly gained a cult following [2] that included famous faces such as Kim Kardashian West [3]. Deciem, the transparent brand's parent company, started selling the Ordinary in Sephora last December [4], but it looks like those days are numbered. As Allure noted, according to an Instagram comment left by the brand [5], the Ordinary is moving from Sephora [6] to Ulta [7].
The comment reads, "We are leaving Sephora due to payment issues but will launch online and in stores with Ulta and Douglas imminently." (Douglas is a European retailer that Deciem also just launched a partnership with [8]). Brandon Truaxe, Deciem's controversial CEO [9], handles most of the company's Instagram posts. Truaxe has been criticized in the past for his erratic social media presence and accusations of bullying employees [10].
There has been no corroborating announcement from Sephora, so your best bet is to just buy directly from the Ordinary [11] website for now.
