The Ordinary is bringing back its Serum Foundation two years after discontinuing its make-up line.
The Deciem-owned skin care brand’s “fan favourite” Serum Foundation is returning in its full 36 colour shade range due to consumer demand.
It will be on sale from 21 February for a limited time only.
“The Ordinary foundations were discontinued in 2022, however, due to the community consistently asking for these formulations to return (yes, we saw all the comments), The Ordinary listened,” read a statement from Deciem.
“Without community feedback, we would not have been able to grow Deciem and The Ordinary to what it is today – so these moments of giving back are fundamental to the brand.”
The Ordinary discontinued its foundations and concealers two years ago following the decision of its parent company Deciem to streamline its brand portfolio.
The Ordinary said in a post about the phase out that its make-up range had not garnered enough fans to make the cost of production worthwhile.
The Ordinary’s Serum Foundation costs £6.40 and can be purchased on the brand’s website.
It will also be available at four of The Ordinary’s free standing stores from March 2025.
The Ordinary is not the only beauty brand that has listened to consumer demand for a fan favourite to return.
Glossier brought back its original Balm Dotcom formula last year after fans created a campaign for its OG product to return.
Balm Dotcom originally launched in 2014 and quickly became a hit, but the brand reformulated it in 2023 to become vegan.
The updated formula replaced lanolin with a synthetic version and the reformulation divided opinion among Glossier shoppers.
Urban Decay also gave in to fans when it brought back its cult Original Naked Eyeshadow Palette last year for a limited time only.
The brand had retired the product back in 2018.
Lancôme also gave into the nostalgia trend when it brought back its Juicy Tubes lip gloss in 2023, which was an iconic product from the 1990s.