Syncly Social Index
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Skincare
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The Ordinary on video, September 2026
The Ordinary ranks fourth on the Syncly Social Index for skincare in September 2026, with a score of 48.9. Its share of beauty video grew 30% from August, second only to Medicube. But creators talk about it in a flat, informational tone: just 37% of organic videos in our sample were positive, the lowest in the panel.
Syncly Social Index score
A 0–100 score built from six short-form video signals, relative to brands in the same category.
Momentum drives the score, at 88.9: The Ordinary's share of beauty video rose 30% from August. Reach is also above average. 3.3% of its 2,963 videos passed 100k views (score 66.7). Untagged share sits mid-pack at 22% (score 50).
Sentiment scores 0. Only 37% of non-sponsored sampled videos were positive; the rest were neutral, and none were negative. Many sampled videos are ingredient explainers and product lists. Share of voice (6.9% of panel mentions) scores 44.4, and creator breadth 44.4, with the top 10 creators making 3.4% of videos.
Key numbers
change in share of category videos vs. the prior month
Most-viewed The Ordinary videos
The most-viewed videos mentioning the brand this month.
A month of The Ordinary videos
Videos per day. Highlighted days are the three biggest, with the top video from each.
What The Ordinary videos are about
Sep 6 (137 videos, the month's high): the top video was a dermatologist's smooth-legs routine using the Glycolic Acid 7% Toning Solution once a week (265K views, watch).
Sep 15 (126): a dry-skin 'budget vs basic vs best' guide named Hyaluronic Acid 2% + B5 the best serum (593K, watch).
Sep 8 (124): no breakout video. The top one was a school-day GRWM tagging The Ordinary among four brands (337K, watch).
The Ordinary is discussed by ingredient. "Glycolic acid" appears in 332 videos, "niacinamide" in 323, "hyaluronic acid" in 278 and "salicylic acid" in 140. The Glycolic Acid 7% Toning Solution was the most-named single product (415 videos, up 23% in share), often for body care. Eye care is a growing thread: "eye cream" appears in 196 videos, and a new PDRN eye product drew a paid 1.4M-view review. "Affordable" appears in 143 videos.
Most-mentioned products
| Product | Videos | Change |
|---|---|---|
Glycolic Acid 7% Exfoliating Toning Solution | 415 | +23% |
Eye serums (Multi-Peptide Eye, PDRN eye, Caffeine; term match 'eye cream/eye serum')* | 524 | |
Multi-Peptide + Copper Peptides serums ('Buffet', incl. hair serum)* | 497 | |
Niacinamide 10% + Zinc 1%* | 348 | |
Retinol / Granactive Retinoid line* | 332 | |
Hyaluronic Acid 2% + B5* | 273 |
Top keywords
Top hashtags
Where and who
TikTok carries 50% of The Ordinary videos (1,472), Instagram Reels 36% (1,070) and YouTube Shorts 14% (421). On TikTok, 495 videos were sponsored and 977 organic, so about a third was paid. 4.2% of organic TikToks passed 100k views against 1.2% of sponsored ones. Four of the top 10 creators are doctors or dermatologists, and two are the brand's own accounts. Known locations were led by the US (692) and the UK (311).
Platforms
Sponsored vs organic on TikTok
Most active creators
Where the videos come from
Untagged and sentiment
22% of sampled The Ordinary videos never named the brand in text. A 777K-view night routine names The Ordinary Volufiline only in speech (watch). A 730K-view Indian product list names The Ordinary as its dark-circle pick in on-screen text only (watch). We found no negative videos in the organic sample. Note: the brand name is also an everyday phrase, so a few matches are false positives; we removed one from the top videos.
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Brands mentioned alongside The Ordinary
Share of the brand’s videos that also mention each brand. These are the brands viewers see it compared with.
Product reports
Compare with competitors
Frequently asked questions
The Syncly Social Index scores brands from 0 to 100 using short-form video on TikTok, Instagram Reels and YouTube Shorts. It combines six signals: video share of voice (25%), untagged mentions (20%), momentum (15%), sentiment (15%), high-reach videos (15%) and creator breadth (10%). Each signal is scored relative to the other brands in the same category for the month. Sentiment and untagged figures come from a sample of videos; any claim about a specific video links to that video.