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Don’t Be Surprised If This $10 The Ordinary Serum Sells Out at Sephora

Because Kim Kardashian recommends it for “slow aging.”

Kim Kardashian Photo: Charley Gallay/Getty Images for LACMA

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Deciem, the parent company of super affordable skincare line The Ordinary, has had a hard time keeping products in stock pretty much since it launched 18 months ago. Skincare obsessives on a budget appreciate its price point (most products are less than $10) and its efficacy (all products are based on ingredients that have been around for a while and are well-tested and high-performing).

The Ordinary Granactive Retinoid 2% Emulsion

The Racked team frequently bemoans the unavailability of the brand’s niacinamide and zinc formula, which is its most popular product. In fact, it’s currently sold out at Sephora, where The Ordinary launched last month. And I think the retailer should brace itself for another sell-out.

Yesterday Kim Kardashian proclaimed the brand’s Granactive Retinoid 2% Emulsion ($9.80) one of her favorite products for “slowing the aging process.” Despite the fact that she maybe doesn’t realize that we’re not calling things anti-aging anymore, this is a notable callout if for no other reason than it is affordable. The other products on her list, which you can see over at People in case you, uh, let your subscription to her app lapse, include a $360 La Mer serum.

Retinoids (learn about about them here) are almost universally recommended by dermatologists for improving skin texture and fine lines. Kim clearly knows her stuff because she recommends no fewer than three retinol products on the list, including these Shiseido eye masks ($65). This might be a teeny bit aggressive if you’re not used to using retinoids, but this one claims to not cause irritation. A Deciem rep tells me that this Kim K. moment was not paid or sponsored in any way, so do with that information what you will.