The Rise, Scandal and Boring-ification of The Ordinary

Go to https://surfshark.com/underskinyt or use code UNDERSKINYT at checkout to get 4 extra months of Surfshark VPN! The Ordinary, for about a year or two was the most exciting thing in skincare for those who wanted something cheap that also worked. Their parent company hit the nail on the head with both their products and their marketing and it saw the brand sky rocket in popularity because of it. However, thanks to co-founder Brandon Maxwell's mental health decline the company was subject to a major risk through scandal which they tried to distance themselves from shortly before his untimely death. Since then the brand has tried to sustain growth while being quieter, trying not to risk over-exposure while simultaneously not risk being left behind. It's an interesting tightrope to watch that has led them down a path of very necessary blandification Fashion Channel:    / @understitchyt   Patreon: patreon.com/understitch Unless otherwise obvious, photos in this video are from Getty Images or Alamy under their editorial terms used for non-commercial websites, blogs and social media posts illustrating matters of public interest.