White tiles line the walls of The Ordinary’s new Fitzroy address. In fact, most elements in the store are cast in clean white. This gives the space a clinical feel, which is typical of the young Canadian brand’s pared-back and no-nonsense approach to beauty.

With focus firmly on the products, the shelves are filled with the brand’s accessible favourites. You’ll find the Squalane Cleanser, Natural Moisturizing Factors + HA and Multi-Peptide + HA Serum (formerly known as “Buffet”) alongside the haircare range, which launched earlier this year.

While the brand does a great job of helping customers build their regimen online, there’s nothing quite like face-to-face interaction when it comes to caring for, well, our faces. The store team is equipped with the knowledge to help you combat any concerns. Suffering from dryness? Add the Hyaluronic Acid 2% + B5 serum to your routine. Or if you’ve had one too many late nights lately, the Caffeine Solution 5% + EGCG eye serum has your back.

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Devoted fans will notice that makeup is missing from the store. Late last year, the brand announced it will discontinue the Colours range of foundations and concealers over the next six months, much to the disappointment of its many fans.

But when one door closes, another often opens, and The O Lab is The Ordinary’s answer to many of its customers' most-asked questions. With six new products coming in 2023, this new range responds to common concerns, filling gaps in the brand’s existing catalogue. The first product to hit the shelves is the Multi-Peptide Eye serum, which launched in mid-January. Five other formulations for cleansing, moisturising and keeping your skin glowing are very much on the way.

The Ordinary Fitzroy
233 Gertrude Street, Fitzroy
(03) 7018 0052

Hours
Mon to Sat 10am–6pm
Sun 10am–5pm
theordinary.com

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