Big risk or big mistake? The Ordinary’s latest move

The Ordinary has built its name on no-frills, science-first skincare—straightforward ingredients, clinical-looking bottles, and a price point that makes dermatology-grade actives accessible.

So, when it announced it was selling eggs, the internet had questions. A lot of them.

Some called it genius marketing. Others saw it as a brand identity crisis in real time. The collaboration with MSCHF—the art collective known for viral stunts like Big Red Boots and “illegal” bread slippers—only added to the confusion.

Was this a PR masterstroke, or did The Ordinary crack under pressure? Let’s break it down.

The why: Was this a joke, or a real campaign?

Yes, The Ordinary really did sell eggs.

The idea was a direct response to New York’s egg shortage, with skyrocketing prices caused by a bird flu outbreak. The Ordinary, in collaboration with MSCHF, sold dozen-carton eggs for just $3.37—far below the city’s inflated market price.

At first glance, the campaign felt absurd. What does skincare have to do with eggs? But when you look at The Ordinary’s core messaging, it starts to make sense.

Affordability is a core value. Whether it’s skincare or staple goods, The Ordinary has always positioned itself as a champion of cost-conscious consumers. Selling eggs at a below-market price? On-brand.

• Simplicity is part of its DNA. The Ordinary strips back skincare marketing fluff, offering high-quality actives at accessible prices. This stunt took the same approach—just with groceries instead of glycolic acid.

• MSCHF is known for turning ordinary things into extraordinary cultural moments. This wasn’t The Ordinary’s first viral stunt, but it was the most bizarre.

The result? A massive amount of online chatter, cementing the brand’s reputation for clever, unexpected marketing

The backlash: Vegan betrayal, or just business?

If there was one big misstep, it was this: The Ordinary has always been perceived as a vegan-friendly brand. And, well—eggs aren’t vegan.

How the backlash played out:

Vegan customers called it hypocrisy. Many customers felt misled, believing that a brand selling exclusively vegan skincare wouldn’t suddenly pivot to animal products.

1. The Ordinary didn’t directly address the criticism. Instead, it stuck to marketing messaging about affordability and social responsibility, never apologizing or explaining the move beyond helping customers during an egg shortage.

2. Some felt it was all a stunt with no real impact. Critics pointed out that the egg sale only happened in a few NYC locations, making the affordability argument feel like an excuse for a viral moment rather than a genuine initiative

The lack of direct response left some customers frustrated, with questions about whether The Ordinary still aligned with their ethical expectations.

The impact: Brand awareness win, or identity crisis?

Despite the backlash from vegan consumers, the campaign had a massive marketing upside.

What worked:

• It dominated social media. The stunt racked up millions of views, with beauty influencers, media outlets, and marketing analysts all dissecting the move.

• It positioned The Ordinary as a “challenger brand.” By breaking out of the beauty marketing playbook, the brand reinforced its nonconformist attitude—something that has always set it apart from premium skincare competitors.

• It made The Ordinary feel culturally relevant. Collaborating with MSCHF, a collective famous for viral art stunts, gave The Ordinary more edge—a move that might help future-proof the brand against skincare industry stagnation.

What didn’t work:

• It alienated part of its customer base. The Ordinary’s core audience includes a lot of vegan and cruelty-free beauty shoppers, and some now feel disconnected from the brand.

• It raised questions about brand consistency. The Ordinary has always been scientific, serious, and ingredient-driven. Selling eggs didn’t reinforce any of those attributes, which made some wonder if the brand is losing focus.

• It wasn’t really about solving a problem. Selling eggs at a lower price in just a handful of locations meant the social impact argument didn’t fully hold up.

Was this a big mistake? Probably not.

Was it a big risk? Absolutely.

The Ordinary has always been about breaking the beauty industry’s rules—this time, it just took a left turn into the grocery aisle.

The real question is: Will this long-term strengthen The Ordinary’s rebellious image or distract from what it does best? Time will tell.

Where do you stand?

Did The Ordinary’s egg stunt make you love the brand more, or did it crack their credibility? Let’s hear it. Follow our conversation on Instagram.

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