Deciem co-founder Nicola Kilner reflects on The Ordinary’s journey, its first store opening in Malaysia, and why simplicity and transparency remain at the heart of the brand.
When The Ordinary first launched in 2013 with a single product, few could have predicted it would grow into one of the most disruptive beauty brands of the decade. Now, with over 30 stores worldwide, the brand has finally arrived in Malaysia—bringing its cult formulas to shelves in Kuala Lumpur for the very first time.
For Nicola Kilner, Co-Founder of Deciem, The Ordinary’s parent company, the Malaysian debut carries both professional and personal significance. “It’s incredibly special,” she shares. “To see The Ordinary available in Kuala Lumpur feels like we’re connecting with a whole new community in person, not just online. It’s a milestone that represents our continued growth while staying true to our values of accessibility and integrity.”
That ethos—making science-driven skincare affordable and transparent—has been central to The Ordinary’s global success. Kilner believes its resonance comes down to something universally human. “Honesty and effectiveness are universal. People everywhere want products that deliver what they promise, at a fair price. That transparency cuts across cultures and has built trust with our community worldwide.”
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The new store offers Malaysian consumers more than just stocked shelves. For Kilner, the experience is about education as much as it is about shopping. “Our spaces are designed so people can explore ingredients, ask questions, and leave with skincare regimens that really suit them.”
Looking back over the brand’s trajectory, Kilner finds it difficult to pinpoint one defining milestone. “Honestly, every time we open a store or launch in a new market, it feels like a proud moment. But I’d say the proudest is seeing how our community has grown globally while we’ve stayed rooted in the same principles we began with.”
The Ordinary’s rise was built on shaking up the beauty industry with radical transparency and fair pricing—a disruption that has forced the wider market to respond. “There has been so much progress—consumers are more informed and brands are being held accountable,” Kilner reflects. “But there’s always more to do. Transparency isn’t a trend; it should be the foundation of our industry.”
That guiding principle also shapes how new products come to life. “It’s simple: only when we know it adds real value. We don’t launch to fill shelves; we launch to meet a genuine need and only when the science and formulation are right.”
As conversations around skincare shift toward longevity and ingredient education, The Ordinary continues to prioritize clarity over complication. “Innovation doesn’t mean complication, it means distilling science into something easy to understand and use. Our role is to keep things clear, so people feel empowered, not overwhelmed.”
This mission feels particularly relevant in an age of viral TikTok trends and what some call ‘skintellectual’ culture. Kilner acknowledges the double edge. “It’s wonderful to see conversations about ingredients becoming mainstream—that’s democratic. But trends can also create confusion. That’s why our job is to simplify and guide, so people feel confident in their choices.”
Still, misconceptions remain. One of the most common? That piling on more products means better results. “With our products, it’s not about layering everything at once. The best results come from choosing the right few and being consistent.”
For Kilner, certain products will always hold a special place. “I’ll always have a soft spot for our very first product: Hyaluronic Acid 2% + B5, because it started this journey. But honestly, each launch feels like a favourite because it represents listening to our community and delivering something they asked for.”
And for anyone in Malaysia stepping into The Ordinary for the first time, Kilner offers a simple starter pack: “Hyaluronic Acid 2% + B5 for hydration, Niacinamide 10% + Zinc 1% for oil control, and our Squalane Cleanser as an all-rounder. Together, they give a simple, effective introduction to what we stand for.”
