Sherry Bai BRAND GENERAL MANAGER – THE ORDINARY, CHINA SCALING NEXT-GENERATION ENGAGEMENT THROUGH SCIENCE AND LOCALLY RELEVANT INNOVATION .8
Action Plan Priority #1 ACCELERATE BEST-IN-CLASS CONSUMER COVERAGE Recruit the next generation of consumers with social- first approach Action Plan Priority #2 CREATE TRANSFORMATIVE INNOVATION Optimize use of trusted ingredients Make breakthrough ingredients accessible to all Global vision, China speed
SCALING THE BUSINESS WINNING WHERE CONSUMERS SHOP $60M Retail Sales1 > 80% VS. FY25 FY26 Over Notes: 1. Total channel including cross border 2. TM Domestic + TM Global Internal CRM Data 3. DY Domestic+Global Flagship Store FY26 retail sales $11M Retail Sales3 DOUYIN Phone 9:16 Serum #10 AMONG TOTAL 17K NEW BEAUTY BRANDS IN CY25 LITTLE RED BOOK SEARCH RANKING Lotion #9#2 TMALL #4 Serum - by unique buyers2 Lotion - by unique buyers2 ACCELERATING CONSUMER COVERAGE DROVE CHINA RETAIL SALES TO $60M, >80% GROWTH IN FY26 ~3M NEW CONSUMERS ALL CHANNELS DRIVING CONSUMER DEMAND
37% % of search traffic begins with a skin concern, category or ingredient query THE O. EXPANDS OUR REACH WITH CHINA’S NEXT GENERATION OF SKIN CARE CONSUMERS Action Plan Priority #1 | Accelerate Best-in-Class Consumer Coverage Notes: 1. CY25 Kantar RECRUIT THE NEXT GENERATION QUALITY & TRANSPARENCY SCIENCE-LED AND HIGH EFFICACY bottles sold in FY26 ~4.2 million CONSUMER AGE DISTRIBUTION 65% 80% 35% 20%(18-24 y.o) (15-24 y.o) OTHERS YOUNG CONSUMER Prestige Skincare1The Ordinary
FAST SPEED AND LOCALLY RELEVANT INNOVATION EXPANDED GLYCOLIC ACID RETAIL SALES BY 137% Action Plan Priority #2 | Create Transformative Innovation CHINA REQUIRES A DIFFERENT FORMULA China permits a max AHA concentration of 6% The Ordinary’s global Glycolic Acid hero contains 7% FINDING THE RELEVANT INNOVATION FUELING GROWTH FY25 FY26 GLYCOLIC ACID RETAIL SALES ($M) $7M $16M +137% ERGOTHIONEINE RED Search Index (‘000) FEB 2024 FEB 2025AUG 2024MAY 2024 NOV 2024 50,788 448,360 221,656
Everyone’s Favorite Scientist Consistently reinforce brand persona across all touchpoints Ingredient-led Formulation Expand channel coverage and accelerate brand awareness growth as a recent market entrant No Celebrity Endorsements Deep network of formulators and skin-tellectuals Selective Distribution Leverage cutting-edge global science and technologies, alongside emerging ingredient trends in China, to drive highly relevant innovation Low Promotions Stay rooted in transparent and honest pricing GLOBAL FUNDAMENTALS CHINA GROWTH ENGINES REIMAGINE HOW WE BUILD BRANDS FY27: Scaling The Ordinary by protecting what makes it different