Viral skincare brand spills beauty industry secrets with display of $10m in cash

Daily Mirror

26-04-2025

Iconic skincare brand The Ordinary releases their 'secret ingredient' in new campaign that calls out celebrity-endorsed skincare campaigns by displaying $10M in cash their New York City store
The viral budget-friendly skincare brand The Ordinary 's latest campaign is taking aim at the beauty industry's reliance on celebrity endorsements by unveiling the industry's 'secret ingredient'. In their Soho, New York City, shopfront, the skincare company lifted the lid on this beauty secret by displaying a huge pile of dollars totalling $10 million.
The Ordinary, a skincare brand known for its science-backed products at affordable prices, launched a bold and expensive marketing initiative in the heart of New York City on 25 April. A window-display, guarded by a bouncer, featured $10 million in dollar bills. It was accompanied by the message: 'The Secret Ingredient.'
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Exposing the hidden expenses associated with influencer marketing in the beauty industry, the window read: "This is the amount of money we'd have to add to the price of our products if we paid for a celebrity endorsement." This campaign is part of The Ordinary's broader strategy to emphasise transparency and accessibility in skincare.
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The brand stated: 'While some celebrity endorsements raise product prices by 30-100% or more, and some A-list stars charge up to $10 million for a single post, The Ordinary is creating a storefront that offers an artistic visual representation of what those inflated prices could cost consumers.'
The Ordinary believe that the cost of getting products promoted by influencers should not then be passed on to the consumer. 'While the brand acknowledges the value of celebrities, it believes that they shouldn't contribute to the rising prices of essential skincare,' the statement continued.
Despite not working with celebrities and influencers, the brand has been everywhere on Tiktok. The Ordinary gained popularity on social media for high-quality skincare at competitive prices, with products ranging from from best-selling Squalene Cleanser to their Glycolic Acid 7% Exfoliating Toner.
It explained: 'Most people don't realise just how expensive this 'ingredient' can be. So, we're going to show them in the most visceral way possible. We're excited to bring this to life and challenge the industry to rethink the value of marketing.'
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Compared to other skincare brands, The Ordinary doesn't use celebrity endorsements. Instead, the brand focuses on the science behind their products by fully being transparent on their marketing. They often use ads featuring minimalistic text and scientific information, rather than celebrity endorsements.
The Ordinary's affordable prices are also reflected on their minimal marketing costs. Unlike many luxury brands, the brand spends their time by primarily focusing on a well-researched and established research, as reported by Elle.
Now, The Ordinary is calling on the beauty industry to reconsider how celebrity-driven marketing impacts the affordability of skincare for everyday consumers. In a world where social media influencers and celebrities are often seen as the ultimate authority on product recommendations, The Ordinary's campaign sparks a conversation about their role in shaping consumer behaviour.
By making this bold statement, The Ordinary is encouraging consumers to focus on what really matters: the quality of the product, rather than the person promoting it. Their approach challenges the beauty industry's reliance on celebrity endorsements, emphasising that effective skincare should be accessible to everyone without breaking the bank.
In addition to the storefront installation, The Ordinary is hosting an immersive pop-up experience titled 'The Secret Ingredient' in New York City. From April 25 to April 27, at 433 Broadway, New York, NY 10013, the event will offer visitors personalised skincare consultations, product trials, and educational sessions.
The space is designed to spark a conversation about the real cost of influencer marketing in the beauty industry. Good thing is, the pop-up will offer valuable insight into creating an effective skincare routine without the Hollywood influence.