Cult favourite The Ordinary, a Deciem brand, is launching into Boots at the end of the month.
Currently only available in the handful of London Deciem stores and select online retailers, The Ordinary products will hit shelves in eight Boots stores – Derby, Milton Keynes, Plymouth, Bromley, Chelmsford, Dudley, Hull and Glasgow Fort – on July 31, so mark it in your diaries.
They will also be available online, meaning you'll be able to click and collect 'til your heart's content for your next restock.
"The Ordinary brings brilliant, high-performance and efficacious products to Boots. With highly effective ingredients, the brand will make it easier for our customers to curate a skincare wardrobe at great affordable prices," said Joanna Rogers, Beauty VP for Boots.
Despite the shocking death of of Deciem founder Brandon Truaxe in January, The Ordinary continues to dominate the affordable skincare industry, with cult-favourite products from just £4.20.
Renowned for its range of potent retinoids and acids, the brand launched its first cleanser, the Squalane Cleanser (£5.50), in March of this year and unveiled its first face mask, the Salicylic Acid 2% Masque (£9.90), in May.
For Boots this is just another step in a major reinvention which has seen the high street pharmacy add premium brands such as Fenty Beauty, Ole Henriksen and Too Faced to its roster, alongside a major makeover of its beauty halls.
