To receive the Vogue Business newsletter, sign up here.
In the inaugural Vogue Business Beauty Index, The Ordinary tops the chart, outpacing rivals, particularly in the categories of consumer sentiment and ESG. Perhaps a surprising result for some, but considering its affordable price point, The Ordinary is the index brand that scores the highest for purchase intent, as well as performing well in consumers’ eyes for efficacy and personalisation. Charlotte Tilbury and Kiehl’s came in second and third, respectively.
