INGE HAS ISSUES Froth-free skincare for truthful beauty

What if the ‘miracle’ ingredients found in pricey skincare (think retinol and peptides, etc) were available separately in optimal doses, packed in simple bottles of serum? Would you doubt they were any good just because they only cost a few quid? Brandon Truaxe, the brains behind NIOD, says you’d be missing a trick. “Many proven skincare ingredients and technologies are so commonplace, they’re cheap to manufacture – so shouldn’t cost much. Layer the right ones for your skin concerns and you’ll see real results.” And so he created The Ordinary: 10 serums featuring one or two actives, with truthful information on how they work and how best to use them. The price range? £4.90 to £12.70. It’s skincare that puts you in charge. Clever and honest – just how I like it.