Skincare Brand The Ordinary Sells Eggs
Published 01 April 2025
Amidst the egg shortage and price inflation in the US, Canadian beauty giant Deciem’s skincare brand The Ordinary surprised customers with $3.37, “ordinarily priced”, dozen egg cartons. The marketing stunt amplified the brand’s simple-ingredients, no-frills image as the latest example of an engagement effort that transcends sectors.
Due to an avian flu outbreak, the US experienced an egg shortage that drove up prices earlier this year. Although the prices are now declining, in the beginning of March, a dozen eggs were still valued at $8.17 in the country, according to Trading Economics.
As previously reported by Stylus, the crisis has largely been viewed as an opportunity for alt-egg brands to establish themselves, so the skincare brand’s initiative poses as a timely response to the situation. The Ordinary, known for products like cleansers, moisturisers and hyaluronic acid serums, recently put budget-friendly eggs on the shelves at two of its New York City boutiques.
@theordinary we heard NYC needed eggs 🥚 @MSCHF #theordinary ♬ angel dust - akira2k
@newyorkerglow only in nyc could you find affordable eggs at a skincare store #nyc #theordinary #eggs #eggprices #skincaretiktok #skintok #nycinfluencer #nyctiktok ♬ Love Me Not - Ravyn Lenae
While some consumers expressed disapproval of the vegan, cruelty-free brand selling animal products – even if the cage-free eggs were, unusually, sold at a cheaper price than caged eggs – the limited-time stunt clearly struck a chord: store representatives revealed that the egg supplies sold out at both locations.
In a statement, The Ordinary explained how the stunt aimed to highlight its values: “In a sea of marketing colour, The Ordinary stands out as fuss-free, and this city-centric moment continued to celebrate what the brand is continually known for; aiming to solve problems, simply and sensibly.”