# The Ordinary Ad Library: Meta Ads, Landing Pages & Creative Strategy Updated: October 27, 2026 · https://adspends.com/ad-library/the-ordinary > The Ordinary has run 2,112 Meta ads since July 2022, 1,953 of them active, with an estimated ad spend of €6.0M and a reach of 199.5M. France is the largest market at 31 % of the audience, and 64 % of the audience is female, with 25-34 the largest age group at 41 %. One ad has been running for 513 days, and 401 new ads started in the last 30 days. The Ordinary splits its creative between video (54 %) and image, and leads with product launches, acne messaging and sitewide discounts. Hooks are short and declarative, such as "Acne is normal." and "In unserem Labor entwickelt." Ads lead mostly to product detail pages, including retailer pages, and to a bestsellers category page on its own shop. ## The Ordinary at a glance - **Est. ad spend:** €6.0M - **Reach (EU):** 199.5M - **Meta ads:** 2,112 (1,953 active) - **New ads (30 days):** 401 - **Landing pages:** 381 - **Video share:** 54 % - **Main markets:** France 31 % · United Kingdom 27 % · Germany 23 % - **Core audience:** 25-34 years (41 %), 64 % women - **First ad:** July 2022 - **Longest-running active ad:** 513 days Source: Meta Ad Library (EU transparency data under the DSA), analysed by AdSpends. As of October 27, 2026. ## Audience & markets of The Ordinary Advertising is concentrated in France (31 %), followed by GB at 27% and DE at 23%. Women make up 64 % of the audience and men 35 %, and 25-34 is the largest age group at 41 %, ahead of 18-24 at 21%. Ad languages follow the markets, with en at 43%, fr at 25% and de at 19%. - **Countries by reach:** France 31 %, United Kingdom 27 %, Germany 23 %, Italy 7 %, Netherlands 5 %, Spain 4 % - **Gender:** Women 64 %, Men 35 %, Unknown 1 % - **Age:** 25-34 41 %, 18-24 21 %, 35-44 18 %, 45-54 11 %, 55-65+ 10 % ## Winning ad angles of The Ordinary The 40 ads of The Ordinary with the highest estimated spend from the last 12 months (54 % of its ad spend in that period) fall into 5 messaging angles. The strongest angle, "Ultra-light moisturizer launch", accounts for 27 % of the spend of these ads. 1. **Ultra-light moisturizer launch** – 27 % of the top-ad spend, 11 ads, 0 active, longest run 16 days The ads present a new moisturizer as light and non-greasy, with the promise of 24 hours of hydration. Copy includes "A (nearly) weightless moisturizer" and runs in English, French and Italian. Example hook: "Une texture légère et non grasse qui pénètre facilement et qui retient l'hydratation." 2. **Volufiline plumping serum launch** – 24 % of the top-ad spend, 8 ads, 0 active, longest run 5 days These ads introduce a new serum with Volufiline and promise visibly fuller skin, in French and German versions. The headline is "Un sérum repulpant ciblé" in French and "Neues Serum für mehr Fülle." in German. Example hook: "Un sérum repulpant ciblé, enrichi en Volufiline, pour une peau visiblement repulpée." 3. **Lab-built, ingredient-led science** – 13 % of the top-ad spend, 5 ads, 0 active, longest run 14 days These ads present the formulations as research-based and developed in-house. The German ads open with "In unserem Labor entwickelt." and the Spanish ads promise "La verdad que se esconde tras nuestras fórmulas." Example hook: "In unserem Labor entwickelt." 4. **Acne and pore education** – 13 % of the top-ad spend, 5 ads, 3 active, longest run 90 days These ads normalize acne and position the clinical formulations as a way to navigate it. The hook is "Acne is normal." and the CTA points to "Enter the Pore Playground." Example hook: "Acne is normal." 5. **Sitewide 23% discount events** – 11 % of the top-ad spend, 5 ads, 0 active, longest run 38 days Seasonal promotions offer 23% off all formulations for a limited time. Examples are "Shop slowly." for Slowvember and "Our Gift to You." with shipping included. Example hook: "All the formulations you know, all 23% off until December 7." Top 40 ads assigned to angles by AI from ad copy and video transcripts; shares calculated from the estimated ad spend. As of October 26, 2026. ## Ad spend development of The Ordinary The Ordinary's estimated ad spend of €6.0M and reach of 199.5M put it at a large scale on Meta in the EU. Monthly launches rose from 29 in December 2025 to 142 new ads in March 2026, which points to a heavy campaign push in spring 2026. In the last three full months The Ordinary launched 44 new ads, −83 % compared with the three months before. The ads started in January 2025 reached the highest estimated spend (€1.1M). ## How active is The Ordinary on Meta? With 401 new ads in the last 30 days, the brand tests and localizes creatives at a high rate. Some days have no launches at all, while others bring very large batches, which suggests uploads around campaigns rather than a steady drip. An ad that has been running for 513 days shows that some creatives stay live long term. ## Landing pages of The Ordinary The Ordinary sends traffic across 381 landing pages, and the top page is a Sephora France product detail page for a rice lipid and ectoine moisturizer (https://www.sephora.fr/p/microemulsion-de-lipides-de-riz-ectoine---microemulsion-hydratante-798158.html). It carries 36 ads and 10% of the brand's estimated spend. Retailer product pages dominate the top five, alongside the brand's own bestsellers category page. - https://shop.mikmak.ai/social/67921ee822febf0f6bec22b8 ## Top video ads of The Ordinary The top video ads cover three themes: the lightweight moisturizer launch ("A (nearly) weightless moisturizer"), the Volufiline serum and the acne campaign "Acne is normal." The launch videos are rolled out in English, French and Italian with near-identical copy. The long-running acne video points to "Enter the Pore Playground." 1. Est. ad spend: €90.2K · Reach (EU): 3M · started July 28, 2026 · Active > Acne is normal. Our clinical formulations make navigating it simpler. 2. Est. ad spend: €74.2K · Reach (EU): 2.5M · started March 13, 2026 · Inactive > Une texture légère et non grasse qui pénètre facilement et qui retient l'hydratation. 3. Est. ad spend: €69.2K · Reach (EU): 2.3M · started April 1, 2026 · Inactive > Gezielt aufbauendes Serum mit Volufiline für sichtbar vollere Haut. ## Top image ads of The Ordinary Top image ads are mostly localized launch and promotion creatives. They include the German "In unserem Labor entwickelt." series and the "Slowvember" discount ads offering 23% off until December 7. Copy is short and product-led, and CTAs name the product or the offer, for example "Nouvelle crème ultra-légère." 1. Est. ad spend: €122.7K · Reach (EU): 4.1M · started February 15, 2026 · Inactive > In unserem Labor entwickelt. Auf Forschungsergebnissen basierend. Mit Fokus auf den Inhaltsstoffen. 2. Est. ad spend: €111.6K · Reach (EU): 3.7M · started September 18, 2025 · Inactive > Keine Magie. Nur Wissenschaft. 3. Est. ad spend: €107.4K · Reach (EU): 3.6M · started April 1, 2026 · Inactive > Un sérum repulpant ciblé, enrichi en Volufiline, pour une peau visiblement repulpée. ## Hooks of the top ads of The Ordinary The opening lines of the ads with the highest estimated spend. 1. "In unserem Labor entwickelt." 2. "Keine Magie." 3. "Un sérum repulpant ciblé, enrichi en Volufiline, pour une peau visiblement repulpée." 4. "Acne is normal." 5. "Gezielt aufbauendes Serum mit Volufiline für sichtbar vollere Haut." ## What The Ordinary advertises The Ordinary sells skincare formulations in the beauty and skincare market, and its Facebook page describes them as "Clinical formulations with integrity." The ads speak to a mainly female audience aged 25-34, and promise targeted results such as visibly fuller skin, lasting hydration and a clearer complexion. Ingredient names and percentages like "Volufiline 92%" stand in for brand storytelling. ## Creative strategy of The Ordinary Hooks are short, declarative lines. English ads use "Acne is normal." and German ads use "In unserem Labor entwickelt." or "Keine Magie." New launches use descriptive headlines in the local language, such as "Un sérum repulpant ciblé, enrichi en Volufiline." Casual social-style copy also appears in the newest ads, for example "trust the process" and "Did you know we have two scalp serums?" Video makes up 54 % of creatives and image the rest. Launch campaigns run as video and image variants with the same copy, and each is localized into French, German, Italian or English. The ads name the product or offer in the CTA, as in "Nouveau Sérum Repulpant Ciblé." and "NEW Lightweight Moisturizer." Offers are time-limited and clearly dated. Examples are "23% off" until December 7, a complimentary 30ml moisturizer with a qualifying purchase, and complimentary cotton rounds with the bestselling toner until July 31. Other CTAs invite action, such as "Enter the Pore Playground." and "Secure your spot now." for an immersive experience. - **Localized launch variants:** The same launch copy runs in several languages, for example the moisturizer ads in English, French and Italian. The French version reads "Nouvelle crème ultra-légère." - **Video and image twins:** Launch messages appear as both video and image ads with identical text. The Volufiline serum ads, for example, repeat "Gezielt aufbauendes Serum mit Volufiline" across formats. - **Ingredient and percentage as headline:** Some CTAs show the active ingredient and its concentration, such as "Volufiline 92% + Pal-Isoleucine 1%" or "Salicylic Acid 2% Solution". - **Dated discount announcements:** Promotion ads state the discount and the end date up front. Examples are "Take 23% off everything until December 7" and the Slowvember theme with "Shop slowly." - **Casual social-style video:** The newest video ads use informal, conversational captions, such as "trust the process", and a question that invites comments: "What's your favourite?" ## FAQ ### How much does The Ordinary spend on Meta ads? The Ordinary has an estimated ad spend of €6.0M on Meta, based on EU reach data from the Meta Ad Library. The ads have a reach of 199.5M. ### Which ads does The Ordinary run? The Ordinary has run 2,112 Meta ads since July 2022, 1,953 of them active, with 54 % of the creatives as video. The ads cover product launches such as a Volufiline serum and a lightweight moisturizer, acne messaging and 23% off promotions. ### Where does The Ordinary advertise? France is the largest market with 31 % of the audience, followed by GB at 27% and DE at 23%. Ad languages are mainly en at 43%, fr at 25% and de at 19%. ### Who is the target audience of The Ordinary's ads? The audience is 64 % female and 35 % male. The largest age group is 25-34 at 41 %, followed by 18-24 at 21%. ### Which landing pages does The Ordinary use? The Ordinary uses 381 landing pages, mostly product detail pages. The top page is a Sephora France PDP (https://www.sephora.fr/p/microemulsion-de-lipides-de-riz-ectoine---microemulsion-hydratante-798158.html), and other top pages include retailer product pages and the brand's bestsellers category page. ### How often does The Ordinary launch new ads? The Ordinary started 401 new ads in the last 30 days, often in large batches on single days. Monthly launches reached 142 in March 2026. ## More brands in the Ad Library - [MANSCAPED](https://adspends.com/ad-library/manscaped): €13.5M - [hims](https://adspends.com/ad-library/hims): €8.7M - [Huel](https://adspends.com/ad-library/huel): €24.6M - [Gymshark](https://adspends.com/ad-library/gymshark): €23.4M - [UNIQLO](https://adspends.com/ad-library/uniqlo): €19.7M - [WHOOP](https://adspends.com/ad-library/whoop): €18.9M ## Methodology - Ads, reach, countries, age and gender come from the official Meta Ad Library (EU transparency data under the Digital Services Act). - Ad spend is an estimate: EU reach × €30 CPM. Real budgets can be higher or lower. - Landing pages are the destination URLs of the ads, captured and classified by AdSpends. - Numbers are refreshed daily. The written analysis was generated on October 26, 2026.