KUALA LUMPUR: Deciem, the Canadian beauty powerhouse behind cult-favourite skincare brand The Ordinary, has chosen Malaysia as the launchpad for its first standalone stores in Southeast Asia.
In an exclusive interview with SunBiz, co-founder and CEO Nicola Kilner shared the strategic reasoning behind this move and how the brand is reshaping the global beauty landscape through innovation, transparency and purpose-driven retail.
“Malaysia has an incredibly engaged beauty community that values education and transparency, which aligns perfectly with our brand,” Kilner said. “It’s also a strategic gateway into Southeast Asia, where we see growing demand for science-led, accessible skincare.”
While The Ordinary is known for its direct-to-consumer, digital-first approach, Kilner emphasised that physical retail remains crucial.
“E-commerce will always be core to us, but physical spaces allow people to connect with our products and philosophy in a deeper way. Retail is not just about sales, it’s about education, trust and creating community experiences that online alone can’t replicate,” she explained.
This customer-centric philosophy appears to resonate strongly with Malaysian consumers. According to Kilner, the Malaysian market exhibits a distinct curiosity and eagerness to experiment.
“Malaysian consumers are highly informed and eager to explore routines that blend global science with local traditions. There’s a strong appetite for ingredient knowledge in Southeast Asia,” she noted.
The Ordinary disrupted the beauty industry by combining ingredient transparency with affordable pricing, challenging larger players to follow suit.
When asked how Deciem stays ahead despite competitors copying its approach, Kilner said, “Being imitated shows we’re doing something right. What matters is staying consistent, our focus on transparency, fair pricing and science-backed formulae is part of who we are, not just a marketing strategy.”
Looking ahead, Deciem’s growth strategy for Asia is focused on consolidation and community building.
“In the short term, we’re deepening our presence in Southeast Asia and strengthening our community. When considering a new market, one of the key factors we look for is consumer appetite for The Ordinary. Social media requests often help us identify where there’s a clear desire for the brand,” Kilner explained.
Balancing affordability with quality amid global inflation is another challenge Deciem addresses through operational efficiency.
“We’ve built our business model around efficiency: streamlined packaging, in-house innovation, and production, which helps to keep costs down. For example, as demand for our Niacinamide 10% + Zinc 1% grew, we were able to source raw materials more efficiently and pass those savings directly on to our customers,” Kilner said.
She highlighted how Deciem’s “no-fluff” philosophy extends beyond products to its corporate culture.
“There isn’t a corporate culture at Deciem. Instead, we have a collaborative team passionate about our vision for The Ordinary. Our applied research team focuses on identifying ingredients we can democratise and delivering true innovation at honest prices,” she said.
As the beauty industry continues to evolve, Kilner anticipates significant changes in the next five years.
“Consumers will demand even greater transparency, personalisation and sustainability. The Ordinary is preparing by investing in education, responsible innovation, and ensuring we remain accessible to everyone,” she said.
By strategically combining science-backed innovation with community engagement and transparent pricing, The Ordinary is not just entering the Southeast Asian market, but is also setting a new benchmark for beauty brands aiming to disrupt the industry with purpose.
Kilner remains optimistic about The Ordinary’s future in the region. “Our goal is to make science-backed skincare accessible to everyone, and Malaysia is a key part of that journey,” she said.
