The Ordinary Launches Convenience Store Concept in Osaka, Expanding Access to Skincare Science in Kansai.

The Ordinary, a skincare brand known for its science-based formulations and honest pricing, is bringing its "The Ordinary Minimart" pop-up event to Osaka. This initiative, running from April 23 to April 29, aims to reinterpret the convenience store format through The Ordinary's lens, providing an accessible space to experience ingredient-focused skincare. The choice of Minami-Horie, Osaka, a hub for fashion, lifestyle, and culture, is strategic for connecting with a new generation of consumers. The decision to expand to Osaka was driven by the success of the Tokyo event in Shimokitazawa in August 2025, which saw over 4,700 attendees in 10 days, indicating strong Japanese interest in accessible, education-focused skincare. The core message of "science-based skincare for everyone" guides this event, especially as consumer spending is impacted by rising prices. Visitors can explore best-selling products, learn about ingredient formulations through clear product displays, and purchase pop-up exclusive items like "Ordinary Rice," skincare bento sets, and onigiri lip balms. The event will be open from 11:00 AM to 7:00 PM. The Ordinary's products are also available online via www.theordinary.com, @cosme, Amazon, and Rakuten. The Ordinary is a brand under Estée Lauder Companies, a global leader in high-quality skincare, makeup, fragrance, and haircare products, managing approximately 150 luxury and prestige brands worldwide.