The Ordinary Alternatives: Ingredient-Based Skincare Worth Trying in Europe

The Ordinary changed the skincare industry. By listing exact concentrations on every product and keeping prices low, they proved that consumers actually wanted to understand what they were putting on their faces — not just be sold a dream.

The challenge: The Ordinary can be overwhelming. With 80+ products and minimal guidance on combining them, many people end up with too many actives, barrier disruption, and confusion. That's created real demand for alternatives: brands with The Ordinary's ingredient transparency, but with a more curated approach.

What Made The Ordinary Stand Out

Three things: transparency, price, and science-first positioning. Before The Ordinary, most skincare brands sold benefits without mentioning what was in the bottle. Saying 'this is 5% niacinamide at this concentration, here's the research' shifted the entire industry.

Any genuine alternative needs to meet that same standard: what ingredients are in the product, at what concentration, and why.

What to Look for in an Alternative

• Ingredient transparency: active concentrations listed, INCI names available
• Science-backed formulations: not just 'contains hyaluronic acid' but how much and in what form
• No filler claims: words like 'revolutionary,' 'miracle,' or 'age-defying' are often red flags
• Vegan and cruelty-free: for European consumers especially, this matters for both ethics and EU cosmetic standards

Brands Worth Trying in Europe

Paula's Choice

Excellent science communication and clinical transparency. Higher price point than The Ordinary, but consistently well-executed formulations. Their BHA Exfoliant is a cult product for a reason. Not fully vegan across the whole range.

Naturium

An accessible, ingredient-forward brand that's grown quickly. Strong niacinamide and vitamin C products. More available in the US but expanding across Europe.

Verso Skincare

Swedish brand, premium positioning, retinol-focused. Clean formulations and a strong Nordic aesthetic. Limited range but high quality — well suited to the Nordic market.

Firmly

Where Firmly differs from The Ordinary: fewer products, more clarity. Firmly's catalogue focuses on the ingredients with the strongest evidence behind them — niacinamide, ceramides, AHAs, bakuchiol — in formulations designed to work together. Every product is 100% vegan, with concentrations listed and no misleading claims.

Instead of choosing from 80 products, you start with a core routine that works — and build from there.

Frequently Asked Questions

Is there a cheaper alternative to The Ordinary?

The Ordinary is already competitively priced. Alternatives compete on curation and user experience rather than price — the value is in a simpler, more guided approach.

Does The Ordinary work for sensitive skin?

Some formulations do, some don't. High-concentration actives can be irritating for reactive skin. Brands that use gentler delivery systems — like buffered AHAs or bakuchiol instead of retinol — may suit sensitive skin better.

Are there vegan alternatives to The Ordinary in Europe?

Yes. The Ordinary is largely vegan, as are Paula's Choice, Firmly, and Naturium. Always check individual product pages for confirmation.

What's the best The Ordinary product to replace with Firmly?

The Ordinary's Niacinamide 10% + Zinc: Firmly's Niacinamide Gel Moisturiser covers the same concern at 5% concentration in a full moisturising formula — one product doing the work of two.

Curious about Firmly's approach to ingredient-based skincare? Every product is 100% vegan, with concentrations listed and no misleading claims.