The Ordinary ‘The Secret Ingredient’ Pop-up

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The Ordinary, known for its commitment to transparency and accessible pricing, is hosting the “Secret Ingredient” pop-up in Soho! Inspired by the skyrocketing prices of celebrity-endorsed products, The Ordinary is once again pushing the boundaries of the beauty industry, opening the lid on what over-the-top marketing can look like, and celebrating science over celebrity.

With some celebrity endorsements raising product prices by 30-100% or more, and some A-list stars charging 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—money that would otherwise be spent on high-quality ingredients, and scientific research, not celebrity hype.

The “Secret Ingredient” pop-up will immerse visitors in a unique, thought-provoking experience where you’ll encounter scientific 1 to 1 regimen advice, interactive and immersive exhibits, and unforgettable photo moments- all symbols of the brand’s integrity principle, and a way to showcase transparency in its truest form. Guests who stop by will also receive The Ordinary products.

At its core, The Ordinary’s mission is to make effective skincare accessible. The brand has always focused on what’s inside the bottle, ingredients that benefit the skin, rather than relying on celebrity endorsements that inflate prices.

Hours: 11am-7pm, daily

Open to the Public