Skincare Brand The Ordinary Starts Selling Eggs To Make Them Affordable Again
Video screenshot via The Ordinary
What’s cracking in the skincare world? Not serum, but eggs. The Ordinary has teamed up with art collective MSCHF to sell actual cartons of eggs, priced at US$3.37—right from its stores in New York City. Framed as “no frills, just eggs,” the initiative is part social commentary, part stunt, and all very on-brand for MSCHF, whose irreverent art projects like the notorious Satan Shoes often double as cultural critiques.
Available for one weekend only—March 22 and 23—at The Ordinary’s Nolita and 5th Avenue locations, the drop aims to call attention to rising food costs in the US, particularly the steep increase in egg prices. Customers would be able to purchase up to two cartons of 12 eggs each, a rare chance to pay well below market rate for a staple that’s been anything but ordinary lately.
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The packaging itself mirrors The Ordinary’s signature minimalist aesthetic, but this time the offering isn’t a retinoid or hyaluronic acid—it’s breakfast that won’t scramble your budget.
The decision to sell eggs might seem odd coming from a beauty brand, especially one that’s vegan, but that is part of the point. On social media, reactions range from amused to appreciative.
“The fact that it takes a beauty brand to provide affordable groceries is sad,” one user comments. Others note the international irony, with a Canadian brand stepping in to aid US consumers. Still, for those lucky enough to snag a carton, the move is a welcome break from inflated grocery bills.
Egg prices have been volatile over the past year, with costs climbing more than 65% due to a combination of supply chain strain and a particularly harsh avian flu season. According to the USDA, wholesale prices have recently dropped by nearly half, with imports from countries like South Korea and Turkey helping to stabilize supply.
As of mid-March 2025, a dozen eggs cost around US$4.90, down from a peak of US$8.17. However, that relief hasn’t fully reached supermarket shelves yet, as retailers continue to adjust cautiously to the shifting market.
While it’s unlikely The Ordinary will eventually hatch a full lineup of pantry staples, the move suggests the urgency of the matter, with unexpected characters ending up being the ones to step up to the plate.
It raises a question: if a skincare label can sell affordable groceries, what’s stopping everyone else?
[via The Ordinary]
