The website thetruthshouldbeordinary.com presents a series of ‘whistleblowing’ white papers tackling controversial topics such as parabens, natural skincare, and animal testing. Among its most striking revelations: parabens aren’t inherently dangerous, ‘natural’ ingredients can be harmful, and the aluminum in deodorant isn’t a threat. The campaign, promoted across print, outdoor, and social channels, acts as a Wikileaks for beauty consumers — bringing clarity to an often-confusing industry.
This initiative accompanies the launch of The Ordinary’s ‘GF 15% Solution,’ reinforcing the brand’s commitment to transparency and education over traditional marketing hype. With this campaign, The Ordinary is revolutionizing how we understand skincare.
Image Credit: The Ordinary
