The Ordinary Unveils the "Secret Ingredient” in Soho, NYC, Challenging Industry Norms
New York, NY – [April 25, 2025] – The Ordinary, known for its commitment to transparency and accessible pricing, is excited to announce the opening of the “Secret Ingredient” pop-up in Soho, NYC. The disruptive pop-up experience at 433 Broadway will open its doors to the public from 11am-7pm April 25th to April 27th, 2025.
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Inspired by the skyrocketing prices of celebrity-endorsed products, The Ordinary is once again pushing the boundaries of the beauty industry, opening the lid on what over-the-top marketing can look like, and celebrating science over celebrity. With some celebrity endorsements raising product prices by 30-100% or more, and some A-list stars charging up to $10 million for a single post, The Ordinary is creating a storefront that offers an artistic visual representation of what those inflated prices could cost consumers—money that would otherwise be spent on high-quality ingredients, and scientific research, not celebrity hype.
The “Secret Ingredient” pop-up will immerse visitors in a unique, thought-provoking experience where they’ll encounter scientific 1 to 1 regimen advice, interactive and immersive exhibits, and unforgettable photo moments- all symbols of the brand’s integrity principle and a way to showcase transparency in its truest form.
At its core, The Ordinary’s mission is to make effective skincare accessible. The brand has always focused on what’s inside the bottle—ingredients that benefit the skin- rather than relying on celebrity endorsements that inflate prices. The pop-up highlights the “secret ingredient” that adds nothing to a formulation but drives up costs in many skincare products: the A-list celebrity endorsement. While the brand acknowledges the value of celebrities, it believes that they shouldn’t contribute to the rising prices of essential skincare.
“We’re a brand built on science, not celebrity. Most people don’t realize just how expensive this ‘ingredient’ can be,” said Amy Bi, VP of Brand at The Ordinary. “So we’re going to show them in the most visceral way possible. We’re excited to bring this to life in Soho and challenge the industry to rethink the value of marketing.”
The “Secret Ingredient,” invites visitors to see firsthand how much more their skincare budget could go towards real, scientifically-backed ingredients—without the need for a celebrity endorsement. The installation was created by Uncommon Creative Studio.
