Amazon India expands luxury beauty with the launch of Estée Lauder's The Ordinary

Science-backed skincare is rapidly shaping how Indian consumers discover, evaluate, and invest in beauty. Reflecting this shift, Amazon’s Luxury Beauty Store continues to expand its curation of clinically driven brands rooted in transparency, efficacy, and informed choice. The launch of The Ordinary on Amazon.in marks a significant milestone in this journey—bringing globally recognised, ingredient-led formulations to a wider audience through a trusted, education-first digital experience. As the first Estée Lauder Companies brand to formally debut on Amazon.in, The Ordinary’s arrival underscores the growing demand for premium, science-led skincare that empowers consumers to make confident, informed decisions.

The launch was marked by an experiential event at Amazon BLINK Studios in Gurugram on 28 January—The Ordinary’s first-ever retail event in Delhi—bringing together over 100 attendees for a thoughtfully curated journey through The Ordinary’s global regimen-building framework - Prep - Treat - Seal. The experience highlighted personalised skincare needs and the importance of intentional, science-led routines.

 

Siddharth Bhagat, Director, Amazon Beauty, said “At Amazon Beauty, our focus is on bringing premium, authentic, science-backed and globally trusted beauty brands closer to Indian customers. The Ordinary has built credibility with consumers worldwide for its transparent, ingredient-led approach to skincare. This launch strengthens our Luxury Beauty offering by giving customers direct access to the brand's range, backed by Amazon's convenient shopping experience.” 

A philosophy rooted in clinical integrity

At the heart of the experience was The Ordinary’s brand philosophy—rooted in clinical integrity, proven efficacy, and honest communication—seamlessly aligned with Amazon Beauty’s commitment to curating premium, authentic, and science-backed beauty brands. Throughout the evening, transparency took centre stage, with guests guided to understand not just individual ingredients, but the nuanced interplay of formulations and how they work together when used correctly and consistently.

Inside the 'Prep - Treat - Seal' experience

The experience unfolded across three thoughtfully curated stations, each led by a trained beauty advisor who guided guests through The Ordinary’s global regimen-building framework - Prep–Treat–Seal, in a personalised, one-on-one format. At every station, guests explored customised AM and PM routines tailored to their individual skin types, concerns, and goals.

The Prep station focused on cleansing and skin-prep formulations, laying the foundation for a balanced and effective routine. Treat spotlighted targeted actives and serums, with advisors demystifying layering, ingredient combinations, and solution-led approaches to demonstrate how formulations work together in synergy. Seal completed the ritual with hydration and moisturisation, highlighting the distinction between morning and evening care to ensure each routine felt intentional and complete.

Throughout the consultations, advisors documented each guest’s regimen on personalised cards—detailing recommended products, correct usage order, and the purpose behind every step. These skincare “prescriptions” transformed expert guidance into a tangible takeaway, enabling guests to collect their recommended products and take home a complete, clinically driven routine designed to address their unique skin needs with The Ordinary’s formulations, to be continued seamlessly at home.

A new chapter for The Ordinary on Amazon.in

The experience also spotlighted some of The Ordinary’s most trusted formulations, including Hyaluronic Acid 2% + B5, Niacinamide 10% + Zinc 1%, the Soothing and Barrier Support Serum, the Multi-Peptide Serum for Hair Density, and the Glycolic Acid 7% Exfoliating Toner. 

Officially available on Luxury Beauty Store at Amazon.in, The Ordinary brings its extensive portfolio to Indian consumers, supported by Amazon’s promise of trust, authenticity, fast delivery, and a seamless shopping experience. The launch marks a significant milestone in Amazon India’s premiumisation journey—strengthening its Luxury Beauty curation while making globally trusted, science-backed skincare more accessible to customers across metros and beyond.

All images: The brand

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