Understanding why the product vanished requires understanding Deciem’s internal economics. When founder Brandon Truaxe launched The Ordinary Colours in 2017, the brand promised active skincare transparency applied to pigment. The Serum Foundation offered a low-viscosity, spreadable liquid designed to behave like a dewy skin tint rather than a traditional mask of makeup. It was an instant viral hit.
However, complex shade matrices create logistical nightmares. Complexion products require massive warehouse real estate compared to standard clear serums like Niacinamide 10% or Hyaluronic Acid 2%. Each shade demands dedicated manufacturing runs, specific pigments, and strict batch matching. By late 2022, rising shipping costs and post-pandemic supply pinches made managing 21 separate shades an operational bottleneck.
Deciem chose to cut its cosmetic ventures to protect margins on its primary skincare lines. The brand publicly stated that makeup production disrupted its capacity to keep core skincare SKUs in stock. The discontinuation was never about falling consumer interest; it was about manufacturing survival.
