The Ordinary and Botare: Navigating the Global Beauty and Consumer Goods Landscape
April 22, 2025, 10:44 pm
In the world of beauty and consumer goods, two brands are making waves: The Ordinary and Botare. Both companies are redefining their industries with innovative strategies and a keen understanding of market dynamics. Their journeys highlight the power of simplicity, localization, and the digital landscape.
The Ordinary, a skincare brand under Deciem, has carved a niche in the crowded beauty market. Founded on the principle of transparency, it offers straightforward products with clear ingredient lists. This minimalist approach contrasts sharply with the flashy marketing typical of the beauty industry. The Ordinary’s products resemble lab samples more than luxury items, yet they deliver results without the hefty price tag. For instance, its 10% niacinamide serum retails for just RMB 98 (USD 14), a fraction of the cost of competitors.
The brand’s entry into the Chinese market marks a significant milestone. Previously available only through cross-border e-commerce, The Ordinary is now a staple in Sephora stores across China. This expansion aligns with Estee Lauder’s ambitious “Beauty Reimagined” strategy, aiming to rejuvenate growth by focusing on consumer needs and increasing advertising visibility. The Ordinary’s success in China hinges on its ability to adapt to local preferences while maintaining its core values.
Localization is key. The Ordinary had to navigate China’s regulatory landscape, particularly concerning animal testing. This required reformulating products to meet local standards. For example, its glycolic acid toner underwent significant changes to comply with regulations, showcasing the brand’s commitment to quality and safety.
In contrast, Botare, a tissue brand from Fujian, is on a different trajectory. Founded by a group of university alumni, Botare has grown into a household name in China, with annual revenues exceeding RMB 5 billion (USD 700 million). The company’s recent international push, launched in late 2023, leverages TikTok as a primary marketing channel. This choice reflects a broader trend among Chinese brands seeking to establish a global presence through social media.
Botare’s journey into Southeast Asia highlights the importance of understanding local markets. The company’s initial foray into traditional e-commerce yielded disappointing results. Sales stagnated at RMB 50,000 (USD 7,000) per month. Recognizing the need for a more engaging approach, Botare pivoted to TikTok, where creator-led content and live streams drove significant sales growth. Within months, monthly sales surged to RMB 23 million (USD 3.2 million).
The success of Botare’s “Cheerful” hanging tissue pack exemplifies the power of innovation. This product reimagines traditional tissue usage, making it more convenient for consumers. The brand’s ability to adapt its offerings based on local preferences—such as fragrance and packaging—demonstrates a keen understanding of consumer behavior.
Both brands face challenges in their respective markets. The Ordinary must navigate the competitive landscape of affordable skincare, where cheaper alternatives abound. Meanwhile, Botare must contend with the complexities of expanding into diverse Southeast Asian markets, each with its own cultural nuances and consumer expectations.
The Ordinary’s strategy emphasizes transparency and education. The brand aims to empower consumers with knowledge about ingredients and product efficacy. This approach resonates with today’s informed consumers, who seek more than just superficial beauty solutions. The Ordinary’s commitment to quality and affordability positions it as a leader in the functional skincare segment.
On the other hand, Botare’s focus on localized marketing and product adaptation is crucial for its international success. The company’s willingness to learn from local markets and innovate based on consumer feedback sets it apart. By building a two-way bridge between its domestic operations and global expansion, Botare is not just exporting products but also gaining insights that can enhance its offerings back home.
Both brands exemplify the shifting landscape of consumer goods. The Ordinary’s minimalist, science-backed approach challenges traditional beauty norms, while Botare’s innovative packaging and digital-first strategy redefine how consumers interact with everyday products. Their journeys reflect a broader trend of Chinese brands gaining traction on the global stage, driven by a combination of innovation, localization, and savvy marketing.
As The Ordinary aims to become a top skincare brand in Sephora China, it faces the challenge of maintaining its identity under the Estee Lauder umbrella. The brand’s independence in decision-making allows it to stay true to its roots while benefiting from the resources of a larger corporation. This balance is crucial for sustaining its disruptive spirit in an industry often dominated by luxury brands.
Similarly, Botare’s growth trajectory underscores the importance of adaptability. The company’s commitment to understanding regional consumer behavior and preferences will be vital as it expands further into Southeast Asia. By leveraging digital platforms like TikTok, Botare can create engaging content that resonates with local audiences, driving brand awareness and loyalty.
In conclusion, The Ordinary and Botare are two examples of how brands can thrive in the global marketplace by embracing innovation, transparency, and localization. Their stories are not just about products; they are about understanding consumers and creating meaningful connections. As they navigate the complexities of their respective industries, both brands are poised to leave a lasting impact on the beauty and consumer goods landscape. The future is bright for those who dare to challenge conventions and listen to the voices of their consumers.
The Ordinary, a skincare brand under Deciem, has carved a niche in the crowded beauty market. Founded on the principle of transparency, it offers straightforward products with clear ingredient lists. This minimalist approach contrasts sharply with the flashy marketing typical of the beauty industry. The Ordinary’s products resemble lab samples more than luxury items, yet they deliver results without the hefty price tag. For instance, its 10% niacinamide serum retails for just RMB 98 (USD 14), a fraction of the cost of competitors.
The brand’s entry into the Chinese market marks a significant milestone. Previously available only through cross-border e-commerce, The Ordinary is now a staple in Sephora stores across China. This expansion aligns with Estee Lauder’s ambitious “Beauty Reimagined” strategy, aiming to rejuvenate growth by focusing on consumer needs and increasing advertising visibility. The Ordinary’s success in China hinges on its ability to adapt to local preferences while maintaining its core values.
Localization is key. The Ordinary had to navigate China’s regulatory landscape, particularly concerning animal testing. This required reformulating products to meet local standards. For example, its glycolic acid toner underwent significant changes to comply with regulations, showcasing the brand’s commitment to quality and safety.
In contrast, Botare, a tissue brand from Fujian, is on a different trajectory. Founded by a group of university alumni, Botare has grown into a household name in China, with annual revenues exceeding RMB 5 billion (USD 700 million). The company’s recent international push, launched in late 2023, leverages TikTok as a primary marketing channel. This choice reflects a broader trend among Chinese brands seeking to establish a global presence through social media.
Botare’s journey into Southeast Asia highlights the importance of understanding local markets. The company’s initial foray into traditional e-commerce yielded disappointing results. Sales stagnated at RMB 50,000 (USD 7,000) per month. Recognizing the need for a more engaging approach, Botare pivoted to TikTok, where creator-led content and live streams drove significant sales growth. Within months, monthly sales surged to RMB 23 million (USD 3.2 million).
The success of Botare’s “Cheerful” hanging tissue pack exemplifies the power of innovation. This product reimagines traditional tissue usage, making it more convenient for consumers. The brand’s ability to adapt its offerings based on local preferences—such as fragrance and packaging—demonstrates a keen understanding of consumer behavior.
Both brands face challenges in their respective markets. The Ordinary must navigate the competitive landscape of affordable skincare, where cheaper alternatives abound. Meanwhile, Botare must contend with the complexities of expanding into diverse Southeast Asian markets, each with its own cultural nuances and consumer expectations.
The Ordinary’s strategy emphasizes transparency and education. The brand aims to empower consumers with knowledge about ingredients and product efficacy. This approach resonates with today’s informed consumers, who seek more than just superficial beauty solutions. The Ordinary’s commitment to quality and affordability positions it as a leader in the functional skincare segment.
On the other hand, Botare’s focus on localized marketing and product adaptation is crucial for its international success. The company’s willingness to learn from local markets and innovate based on consumer feedback sets it apart. By building a two-way bridge between its domestic operations and global expansion, Botare is not just exporting products but also gaining insights that can enhance its offerings back home.
Both brands exemplify the shifting landscape of consumer goods. The Ordinary’s minimalist, science-backed approach challenges traditional beauty norms, while Botare’s innovative packaging and digital-first strategy redefine how consumers interact with everyday products. Their journeys reflect a broader trend of Chinese brands gaining traction on the global stage, driven by a combination of innovation, localization, and savvy marketing.
As The Ordinary aims to become a top skincare brand in Sephora China, it faces the challenge of maintaining its identity under the Estee Lauder umbrella. The brand’s independence in decision-making allows it to stay true to its roots while benefiting from the resources of a larger corporation. This balance is crucial for sustaining its disruptive spirit in an industry often dominated by luxury brands.
Similarly, Botare’s growth trajectory underscores the importance of adaptability. The company’s commitment to understanding regional consumer behavior and preferences will be vital as it expands further into Southeast Asia. By leveraging digital platforms like TikTok, Botare can create engaging content that resonates with local audiences, driving brand awareness and loyalty.
In conclusion, The Ordinary and Botare are two examples of how brands can thrive in the global marketplace by embracing innovation, transparency, and localization. Their stories are not just about products; they are about understanding consumers and creating meaningful connections. As they navigate the complexities of their respective industries, both brands are poised to leave a lasting impact on the beauty and consumer goods landscape. The future is bright for those who dare to challenge conventions and listen to the voices of their consumers.