Let's be clear: The Ordinary's Retinol isn't just another product on the shelf. It's the brand that took a "gold standard" ingredient, once locked away in expensive jars and dermatologist offices, and put it into everyone's hands. By offering potent, no-nonsense retinol at a price that barely buys you a coffee in Zurich, The Ordinary completely rewrote the rules for skincare, and the savvy Swiss market was paying close attention.
Why The Ordinary Retinol Became a Game-Changer in Switzerland
For years, retinol was a luxury. It was seen as an investment, something you bought from a high-end counter or got via a prescription. The Ordinary simply dismantled that entire idea. Their pitch was brutally effective: clinical formulas without the fancy packaging, heavy marketing spend, and inflated price tag.
This approach hit the mark perfectly with today's Swiss consumer. We're talking about a shopper who reads ingredient lists, does their homework, and cares more about what's in the bottle than the brand name on it. They demand transparency and real results for their money.
You could think of it this way: The Ordinary gave everyone the keys to a high-performance engine, not just the people who could afford the luxury car built around it. Suddenly, one of the most proven anti-ageing ingredients available without a prescription became accessible to almost anyone. For Swiss pharmacies and spas, this was a massive shift—and a huge opportunity.
Understanding the Market Shift
This isn't just a feeling; the numbers tell the same story. Even in Switzerland, where premium skincare has always reigned supreme, there’s been a clear pivot towards science-first, value-driven brands.
The Ordinary’s genius was connecting retinol's well-documented power with the Swiss consumer's deep-seated appreciation for tangible, science-backed value. It became a gateway product, opening up the world of active skincare to a whole new generation of customers.
We can see this trend in recent sales data. Swiss pharmacies saw a staggering 28% jump in sales for anti-ageing serums containing retinol between 2022 and 2024. In 2023, these products made up 15% of all facial serum sales—a market worth over CHF 45 million. The Ordinary's affordable serums carved out a remarkable 12% of that slice, proving that even quality-focused Swiss shoppers couldn't ignore the value. For more on the global trends, you can find great insights into the retinol market on DataIntelo.com.
The Strategic Opportunity for Retailers
If you're a Swiss retailer, ignoring this phenomenon is a mistake. The Ordinary's Retinol is more than just a popular item; it signifies a fundamental change in how people shop for skincare. It’s a powerful tool for getting new, often younger, customers through your door.
By carrying The Ordinary, pharmacies and spas can:
- Attract a Value-Conscious Audience: You directly meet the demand from customers who are actively looking for effective skincare that won't break the bank.
- Build Trust and Expertise: Stocking it shows you're in touch with the market. It positions you as a knowledgeable guide who understands ingredients and can offer sound advice.
- Unlock Upselling Pathways: The Ordinary is the perfect starting point. A customer buying a retinol serum is the ideal candidate for a gentle cleanser, a hydrating hyaluronic acid, or—most importantly—a high-quality sunscreen to go with it.
Before we get into the specifics of each formulation, it’s crucial to grasp the "why" behind The Ordinary's incredible success right here in Switzerland. Understanding this dynamic is the first step toward building an anti-ageing offering that is both relevant and profitable.
Mastering The Ordinary's Retinol and Retinoid Formulations
Trying to navigate The Ordinary’s retinoid portfolio can feel a bit like choosing between two very different, high-performance engines. They both promise fantastic results, but they get you there in very different ways. Understanding this distinction is absolutely key to giving your clients expert advice that not only builds their trust but actually delivers visible improvements.
At its heart, the choice comes down to pure Retinol versus a newer complex called Granactive Retinoid.
The Two Core Technologies: Retinol vs. Granactive Retinoid
Think of The Ordinary Retinol in Squalane as the classic, powerful workhorse. It’s pure retinol—the most researched over-the-counter (OTC) retinoid out there—suspended in a beautifully lightweight and hydrating squalane base. This formula is potent and gets straight to work, directly stimulating collagen and speeding up cell turnover for proven anti-ageing results.
On the other hand, the Granactive Retinoid Emulsions are more like a modern, refined engine. They use a next-generation retinoid complex that offers a much smoother ride with significantly less turbulence. This advanced active delivers comparable visible results against signs of ageing but with a much lower chance of the irritation, redness, and peeling often linked to traditional retinol. It’s a gentler path to the same destination.
A Quick Guide to Their Retinol & Retinoid Products
To make things easier, here’s a quick-reference table comparing The Ordinary's key retinol and retinoid offerings. This should help you guide clients based on their skin type, experience with actives, and what they’re hoping to achieve.
The Ordinary Retinol and Retinoid Product Comparison
| Product Name | Active Ingredient | Concentrations Available | Best For | Potential for Irritation |
|---|---|---|---|---|
| Granactive Retinoid 2% Emulsion | Hydroxypinacolone Retinoate (HPR) | 2% | Absolute beginners, sensitive or reactive skin | Very Low |
| Retinol 0.2% in Squalane | Pure Retinol | 0.2% | Cautious beginners wanting to try pure retinol | Low |
| Retinol 0.5% in Squalane | Pure Retinol | 0.5% | Intermediate users with some retinoid experience | Moderate |
| Retinol 1% in Squalane | Pure Retinol | 1% | Experienced, seasoned retinoid users | High |
Essentially, the right product really depends on the individual. The Granactive Retinoid is the perfect entry point for newcomers, while the pure Retinols offer a clear ladder for users to climb as their skin adapts.
Choosing the Right Strength and Formula
The concentration you recommend hinges entirely on your client's history with retinoids and their skin's sensitivity. The Ordinary has cleverly created a clear progression, letting people start low and slowly build up their skin’s tolerance.
Here’s how to advise them:
- For the Nervous Beginner: The Granactive Retinoid 2% Emulsion is the ideal starting point. It offers excellent anti-ageing benefits with a minimal risk of the redness and peeling that can scare new users away.
- For the Cautious User: Retinol 0.2% in Squalane is the lowest strength of pure retinol. It’s perfect for someone who wants to start with the classic ingredient but has sensitive skin or is worried about side effects.
- For the Intermediate User: Once a client has used the 0.2% concentration for several months without any irritation, they can confidently move up to Retinol 0.5% in Squalane. This moderate strength delivers more noticeable results.
- For the Seasoned Pro: The Retinol 1% in Squalane is the big gun. It’s the highest concentration and should only be used by experienced individuals whose skin has fully acclimatised to the lower strengths.
The key takeaway is simple: Retinol is the direct, powerful option for experienced users, while Granactive Retinoid is the smarter, gentler choice for beginners or those with sensitive skin. Guiding clients to the right starting point is crucial for their success and satisfaction.
The market data really backs up the importance of stocking these products. Projections for Switzerland's retinol market are expected to hit CHF 52 million by 2025, and The Ordinary’s products are on track to capture a significant 18% share. This growth is fuelled by strong consumer satisfaction—panels reported a 55% satisfaction rate with the 1% Retinol in Squalane, citing 20-35% improvements in skin texture after just eight weeks. For e-commerce partners, retinol products already make up 32% of sales, showing just how high the demand is. You can dig into more data on The Ordinary's market performance on ecdb.com.
This decision tree shows exactly how The Ordinary Retinol fits with the priorities of science-focused, value-conscious Swiss pharmacy customers.
As the infographic confirms, The Ordinary Retinol is a perfect strategic addition for pharmacies whose clients value scientifically proven ingredients and appreciate accessible, transparent pricing.
Why Squalane is the Secret Ingredient
Finally, it’s worth understanding why these products are formulated the way they are. That ‘in Squalane’ part of the name isn’t just for show; it’s a critical piece of the delivery system puzzle.
Retinol is notoriously unstable. It degrades quickly when exposed to air and light, which can make it completely ineffective. By suspending the retinol in squalane—a stable, non-comedogenic, and skin-friendly oil—the molecule is protected from oxidation.
This water-free formula ensures that the product stays potent from the first drop to the last. It's this kind of thoughtful formulation that ensures your clients get the results they expect and is a true cornerstone of the brand’s efficacy.
Advising Clients on How to Use Retinol Safely
When you're introducing a client to The Ordinary retinol, your role is part guide, part coach. The aim isn't just to sell a product; it's to build their trust and set them up for incredible results, minus the irritation that makes so many people give up.
The absolute cornerstone of this process is the "low and slow" approach. This isn't a race. Think of it as a marathon for their skin, where starting gently and building up tolerance is the only way to win. By acclimatising the skin carefully, we can sidestep most of the classic side effects like redness, peeling, and dryness, making their journey a positive one right from the start.
The "Low and Slow" Introductory Schedule
For anyone completely new to retinoids, their first step should always be the lowest available concentration. Within The Ordinary's range, that gives us two excellent options: the Granactive Retinoid 2% Emulsion for those with very sensitive skin, or the Retinol 0.2% in Squalane for a gentle but direct introduction to pure retinol.
The application schedule is just as critical as the product choice. Here’s a simple, effective plan you can share with your clients:
- Weeks 1–2: Start by applying the product just twice a week. Make sure these are on non-consecutive nights, like a Monday and a Thursday, giving the skin plenty of time to recover in between.
- Weeks 3–4: If their skin is handling it well with no major irritation, they can increase the frequency to three times per week (for example, Monday, Wednesday, and Friday).
- Weeks 5 Onwards: From here, they can continue to slowly add more days, moving to every other night and, eventually, to nightly use. The key here is only as tolerated. If they hit a patch of irritation, they must scale back immediately.
The golden rule for any client is to listen to their skin. If it feels tight, sensitised, or starts to peel more than just a little, that’s a signal to take a break for a few nights. Once things have calmed down, they can reintroduce it more slowly.
Essential Application Techniques
How a client applies their retinol can make a world of difference. It’s not just about efficacy; it's about creating a buffer against irritation. The two most important techniques to teach are patch testing and the "sandwich method".
Before they even think about putting it on their face, every new user must do a patch test. This is non-negotiable. Have them apply a small amount to a hidden spot—behind the ear or on the inner arm—and wait 24-48 hours to see if there's a reaction.
For clients with sensitive or dry skin, the "sandwich method" is a game-changer:
- Step 1 (Bottom Slice of Bread): After cleansing, apply a thin layer of a simple, hydrating moisturiser to clean, completely dry skin. Give it a few minutes to sink in.
- Step 2 (The Filling): Now, apply a pea-sized amount of The Ordinary retinol. A little goes a long way. Smooth it evenly across the face, steering clear of the delicate skin around the eyes and mouth.
- Step 3 (Top Slice of Bread): Wait another few minutes, then seal it all in with another layer of the same moisturiser.
This technique creates a hydrating buffer that allows the retinol to get to work without causing as much direct irritation on the skin's surface.
The Non-Negotiable Rules of Retinol Use
Beyond how to apply it, there are two unbreakable rules every retinol user must live by. These aren't just suggestions; they are fundamental for skin health and getting the results they want.
First, daily sunscreen is mandatory. Retinol works by speeding up cell turnover, which brings fresh, new skin to the surface. This new skin is incredibly vulnerable to sun damage. They must use a broad-spectrum sunscreen with an SPF of 30 or higher every single morning. No exceptions.
Second, avoid mixing with other potent actives in the same routine. To prevent over-exfoliation and some serious irritation, retinol should not be used on the same night as:
- Alpha-Hydroxy Acids (AHAs) like glycolic or lactic acid
- Beta-Hydroxy Acids (BHAs) like salicylic acid
- Vitamin C (which is best used in the morning routine anyway)
This careful, educational approach is what modern consumers are looking for. A 2024 study from the University of Geneva noted that 78% of participants prefer cruelty-free certified products, and with retinol sensitivity affecting 22% of users, the demand for gentle, mindful skincare is high. You can explore more on the global retinol market drivers on Grand View Research. By teaching safe application, you're not just selling a product; you're providing the expertise that builds loyalty and trust.
Managing the Common Retinol Adjustment Period
When a client first starts using The Ordinary retinol, their skin needs a little time to get used to it. This initial phase, often called retinization, is completely normal and even expected. I like to compare it to starting a new fitness routine; you feel a bit sore at first, but that's just a sign your body is adapting and getting stronger. The same goes for skin.
During this period, some mild side effects are common. These aren't signs of a bad reaction, but proof that the retinol is getting to work and speeding up cell turnover. Your job is to set clear expectations from the outset, turning a client's potential worry into confident understanding.
By explaining what to expect and how to handle it, you help them navigate those first few weeks. This builds trust and ensures they stick with it long enough to see the incredible long-term results.
Differentiating Normal Adjustment from a Negative Reaction
It's vital to teach clients the difference between the usual adjustment phase and a genuine negative reaction. A normal adjustment means temporary, manageable side effects that show the skin is simply acclimatising to the new pace.
These expected effects include:
- Mild Dryness and Flakiness: As old skin cells shed more rapidly, a bit of peeling is common, especially around the nose and mouth.
- Slight Redness or Pinkness: A minor flush right after application can happen as the skin gets used to the potent ingredient.
- A Feeling of Tightness: Skin might feel a bit taut as it adjusts to its new, accelerated renewal cycle.
A true negative reaction, on the other hand, is much more intense and doesn't fade. It’s a clear signal that the formula is too strong for their skin, or they're using it too often.
The key is moderation. Mild, transient flaking is a sign of progress. Persistent, angry redness and uncomfortable stinging are signals to immediately pull back and allow the skin to recover.
If a client reports intense burning, significant swelling, or develops a rash, they should stop using the retinol immediately. The focus should then shift entirely to soothing and repairing their skin barrier. This is not a normal part of the retinization process.
Practical Solutions for Managing Side Effects
Guiding your clients through this initial phase is actually quite straightforward with a few smart strategies. These simple techniques can soothe the skin and minimise discomfort, all without having to stop the retinol journey. Just reassure them that these are temporary measures to make the process more comfortable.
Here are the most effective management techniques:
- Reduce Application Frequency: If irritation pops up, the first and easiest step is to scale back. Advise them to drop from, say, three nights a week down to just one or two until their skin fully calms down.
- Incorporate Barrier-Repairing Creams: This is a big one. Using a moisturiser loaded with ceramides, niacinamide, or peptides can work wonders. These ingredients are fantastic for rebuilding and fortifying the skin's protective barrier, which can take a bit of a hit during retinization.
- Use a Hydrating Serum: Layering a hyaluronic acid serum onto damp skin before applying The Ordinary retinol creates a lovely hydrating cushion. It helps to buffer the active ingredient, softening its immediate impact on the skin's surface.
- Try the "Sandwich Method": This is my go-to tip for anyone with especially sensitive skin. Recommend they apply a thin layer of moisturiser, wait a few minutes for it to sink in, apply the retinol, and then "seal" it all with another layer of moisturiser. It creates a gentle buffer that slows down absorption and really helps minimise potential irritation.
By offering this kind of transparent and supportive guidance, you empower clients to push through the initial adjustment period successfully. This approach not only builds immense trust but also ensures they stick with the treatment long enough to see the glowing, healthy skin they're after—turning them into loyal, long-term customers.
Building a Complete Anti-Aging Collection
While The Ordinary Retinol is a fantastic, science-backed product that will draw in savvy clients, a truly great anti-aging strategy needs more than just one hero. Let's be honest, our clients aren't all the same. Some have sensitive skin that flares up at the mere mention of retinol, while others are deeply committed to using only certified-natural or clean beauty products.
For Swiss pharmacies and spas, this is a brilliant opportunity. The goal is to build a well-rounded skincare offering where different brands can sit side-by-side, each serving a different type of person. It's not about pitting them against each other, but about creating complementary pathways to healthy, beautiful skin.
This approach means you can genuinely help everyone who walks through your door. You'll have the perfect solution for the value-conscious customer looking for proven clinical results with The Ordinary, right alongside an option for the wellness-focused client who values organic ingredients and a more luxurious experience.
How to Position Natural Alternatives
Think of your anti-aging section like a curated boutique. The Ordinary Retinol is your modern, high-tech superstar. Next to it, you can showcase premium, natural brands like Fushi, JULISIS, or Les Thermes Marins de Saint-Malo as the artisanal, specialised treatments.
Here’s how you can talk about these alternatives with your clients:
- For Sensitive Skin: When a client is worried about the infamous retinol burn or irritation, this is your cue to introduce them to bakuchiol. It’s a wonderful plant-derived ingredient that delivers similar anti-aging results—boosting collagen and smoothing texture—but without the harshness. Fushi’s Bakuchiol Serum is a prime example of a gentle yet powerful alternative.
- For the Clean Beauty Devotee: Many of your clients actively look for products with credentials like an ECOCERT certification or a dedication to organic farming. For them, the unique alchemical approach of JULISIS or the pure, cold-pressed oils from Fushi (like their amazing Rosehip Oil) will be a perfect match. These brands speak to a philosophy of skin health that starts with nature.
- For a Touch of Luxury: Some clients want more than just an active ingredient; they're seeking a whole ritual. The marine-based cosmetics from Les Thermes Marins de Saint-Malo combine efficacy with a truly luxurious feel, making them ideal for someone who wants their skincare to be a daily moment of self-care.
When you understand what each client truly values, you can guide them to a product that resonates, building far more trust and loyalty in the process.
Using Natural Products to Support a Retinol Routine
Here’s another powerful strategy: position natural products as essential companions to a retinol routine. This not only boosts your sales but also dramatically improves your client's results.
Think about it. A client starting on The Ordinary Retinol is going to experience some dryness and sensitivity, especially in the first few weeks. This is the perfect time to recommend a deeply soothing and nourishing product to help them through it.
Frame natural oils and calming serums not as competitors to retinol, but as the essential support crew for a powerful regimen. This tactic helps manage side effects, strengthens the skin barrier, and ultimately leads to better, more consistent results.
You could suggest pairing their retinol with:
- Fushi Rosehip Oil: Packed with essential fatty acids and vitamins, this oil is brilliant for nourishing the skin barrier, calming redness, and promoting repair on their "off" nights from retinol.
- JULISIS Silver Elixir Night: A truly calming, regenerating serum that can help soothe inflammation and support the skin’s recovery while they sleep.
- Les Thermes Marins de Saint-Malo Moisturiser: A rich, hydrating cream is perfect for the "sandwich method," where it’s applied before and after retinol to buffer the skin and minimise dryness.
This integrated approach elevates you from a simple retailer to a true skincare expert. You become a creator of personalised solutions that respect each client's unique skin and preferences.
For Swiss retailers, it’s vital to watch the market. While synthetic retinol still commands a huge 82.6% of the market, the demand for natural alternatives is growing fast, showing a 14% increase. This trend is a clear signal. You can dig into the full analysis of the growing retinol market on Grand View Research. By positioning your business to capture both sides of the market, you ensure you stay both relevant and profitable for years to come.
How to Merchandise The Ordinary Retinol in a Premium Setting
Successfully selling The Ordinary Retinol in a high-end pharmacy or spa isn't just about stocking it. The real magic happens when you see this product for what it is: a magnet for new clients. It's a hugely popular, accessibly priced item that can bring people through your door. Your job is to then guide them towards a complete—and more profitable—skincare journey.
Think of it this way: The Ordinary gets them in, but your expertise keeps them coming back. This approach turns your retail space into a trusted destination for skincare advice, using a cult favourite to boost your entire skincare category. Your team is the vital link, connecting the clinical, no-frills appeal of The Ordinary with the holistic, high-value solutions you're known for.
Educate to Elevate: Training Your Team
Your team’s confidence is everything. They need to talk about The Ordinary Retinol with the same depth of knowledge as they do your luxury brands. This goes way beyond just knowing the product names; it's about understanding the science.
Here’s where to focus your training:
- The Science of Retinization: Your team must be able to clearly explain why a "low and slow" start is non-negotiable. They should be able to walk a client through what to expect during that initial adjustment phase.
- Ingredient Interactions: Everyone should know what not to mix with retinol in the same routine, like potent acids, and what to pair it with, like a simple hyaluronic acid or niacinamide serum.
- Upselling with Purpose: This isn't about pushing products. It’s about listening to a client’s concerns—like dryness or irritation—and recommending something genuinely helpful, such as a fantastic barrier-repair cream.
When your staff has this level of expertise, it builds incredible trust. Suddenly, you're not just a shop; you're the place to go for serious skincare advice.
Designing Smart In-Store Displays
Where you place The Ordinary sends a message. Don't relegate it to a "budget" corner. Instead, weave it into a broader skincare story. Set up displays that position it as the "Treat" step of a well-rounded routine.
A great display doesn't just show off a product; it teaches and starts a conversation. Try placing The Ordinary Retinol next to a gentle cleanser and a top-quality SPF to visually map out a safe, effective routine.
This kind of visual storytelling gets customers thinking about regimens, not just individual items. It makes building a routine feel simple and logical, creating the perfect opening for your team to step in with personalised advice.
Create Irresistible Product Bundles
Bundling is where your strategy pays off, boosting both sales and client happiness. Create thoughtfully curated kits designed to solve a specific problem. For instance, you could pair The Ordinary Retinol 0.2% in Squalane with a beautiful, high-margin gentle cleanser and a luxury sunscreen from a natural brand like Les Thermes Marins de Saint-Malo.
Consider offering bundles like:
- The Retinol Beginner Kit: The lowest strength retinol, a hydrating serum, and a calming moisturiser.
- The Barrier Support Set: A mid-strength retinol paired with a nourishing face oil from Fushi and a ceramide-rich cream.
This strategy uses the draw of The Ordinary to introduce clients to other premium brands in your assortment. It reframes the purchase as a complete solution, which naturally increases your average sale and helps you build a more robust, profitable skincare business.
Your Questions About The Ordinary’s Retinol, Answered
Stepping into the world of retinoids can feel a little daunting, and it’s natural for questions to pop up. Let’s tackle some of the most common ones about The Ordinary’s retinol so you can guide your clients with complete confidence.
Which Product Is Best for a Complete Beginner?
For anyone just starting out, my go-to recommendation is almost always the Granactive Retinoid 2% Emulsion. It’s a fantastic starting point. This formula uses a more modern retinoid active that’s known for being much gentler on the skin, delivering visible anti-ageing results with a far lower chance of the irritation you might see with traditional retinol.
If a client prefers to start with pure retinol, the Retinol 0.2% in Squalane is the mildest concentration The Ordinary offers. It’s another brilliant choice for cautious first-timers or those with naturally sensitive skin.
Can You Mix Retinol with Other Skincare Ingredients?
Yes, you can, and in some cases, you absolutely should! Some ingredients work beautifully with retinol, helping to support the skin and even boost the results.
- Hyaluronic Acid: Think of this as a hydrating cushion. Applying a hyaluronic acid serum before retinol helps pull moisture into the skin, which can act as a buffer against potential dryness.
- Niacinamide: This is another powerhouse partner. Niacinamide is fantastic for strengthening the skin's barrier, soothing any redness, and it can even enhance the anti-ageing effects of your retinol.
It's perfectly safe to layer a hyaluronic acid or niacinamide serum before applying your retinol in the evening.
A key takeaway for clients: Think of hyaluronic acid and niacinamide as the essential support crew for your powerful retinol treatment. They keep the skin calm, hydrated, and resilient, allowing the retinol to do its best work.
How Long Does It Realistically Take to See Results?
This is where patience really is a virtue. While you might notice your skin feeling a bit smoother within a few weeks, the truly significant changes take time to appear.
For a visible reduction in fine lines, wrinkles, and dark spots, you’re looking at a minimum of 12 weeks of consistent use. It's so important to set this expectation from the start. Retinol is a long-term commitment, and the best, most lasting results come from sticking with it.
Why Must I Only Use Retinol at Night?
This is the golden rule of retinol, and it’s non-negotiable for two very good reasons. First, retinoids are quite fragile and break down when exposed to sunlight. UV light degrades the molecule, basically rendering it useless before it even has a chance to work.
Second, retinol speeds up your skin’s renewal cycle, pushing fresh, new cells to the surface. This new skin is more delicate and much more susceptible to sun damage. Using retinol only at night ensures you get the full benefit of the ingredient while protecting your skin. And, of course, a broad-spectrum sunscreen every single morning is mandatory. No exceptions!
At beautysecrets.agency, we partner with Swiss pharmacies and spas to build premium, effective skincare assortments. Explore our curated portfolio of natural and certified brands to complement your clinical offerings. Learn more about our brands at beautysecrets.agency.
