---
id: "entity-the-ordinary"
type: "entity"
entityType: "organization"
canonicalName: "The Ordinary"
aliases: ["DECIEM"]
canonical_url: "https://theordinary.com"
source_timestamps: ["§ How to increase brand awareness on LLMs", "§ How to Market to LLMs"]
source_url: "https://hbr.org/2025/06/forget-what-you-know-about-seo-heres-how-to-optimize-your-brand-for-llms"
source_title: "Forget What You Know About Search. Optimize Your Brand for LLMs."
tags: ["skincare", "case-study"]
related: ["concept-semantic-niches", "action-provide-proof-of-expertise"]
sources: ["geo"]
sourceVaultSlug: "hbr-seg-geo"
originDay: 3
articleStem: "hbr-ext-10-optimize-brand-for-llms"
sourceUrl: "https://hbr.org/2025/06/forget-what-you-know-about-seo-heres-how-to-optimize-your-brand-for-llms"
sourceTitle: "Forget What You Know About Search. Optimize Your Brand for LLMs."
---
# The Ordinary

A skincare brand cited as a **top performer in AI awareness** and the canonical example of dominating a **[[concept-semantic-niches|semantic niche]]** ('dermatologist-backed ingredient science'). Its success is attributed to highly structured product pages, ingredient explanations, and transparent science-backed content that explains the 'how' and 'why' of its products — a perfect fit for LLM [[concept-resolution-optimization|resolution optimization]] and [[action-provide-proof-of-expertise|structured proof of expertise]].

**Enrichment:** Canonical URL **theordinary.com**. Skincare brand under DECIEM known for ingredient-centric, science-driven positioning; product pages feature detailed active-ingredient explanations, concentrations, and benefits — exemplary resolution-friendly content.