The Ordinary Launched In China—But Is It Still Cruelty-Free?

On February 13, The Ordinary, owned by Estée Lauder Companies (ELC), officially entered the Chinese market through an exclusive launch on Sephora after years of cross-border sales via Tmall Global. The brand has registered 24 products for sale in China, including localized versions and new offerings.

Known for its affordable and transparent skincare, The Ordinary has built a strong following in markets like North America and Europe. Its entry into China comes after ELC’s $12 billion acquisition of The Ordinary’s parent company, Deciem, in 2024. The company is now targeting younger Chinese consumers, with additional launches planned for Tmall and Douyin in July.

“We are launching with a very strong assortment in China with some adaptation of the products and some new ones as well,” said Jesper Rasmussen, Global Brand President of Deciem, in an interview with WWD.

The Ordinary Launched In China—But Is It Still Cruelty-Free?

While Chinese regulations changed in 2021 and 2023, making it easier for brands to enter the market without requiring animal testing, there is still a possibility that certain factors in the registration or post-market process could trigger testing.

Many of you reached out to me questioning whether The Ordinary remains cruelty-free under these new regulations.

I have reached out to the brand for an official statement and clarification on the steps they are taking to uphold their cruelty-free status. I will update you as soon as I receive a response! Stay tuned.

Source: Jing Daily article 1 + Jing Daily article 2.