While the Serum Foundation amassed a 25,000-strong waiting list when it launched in 2017, it was shelved just a few years later. In a social media post from 2022, The Ordinary explained that although it had set the price at an accessible level, this approach wasn’t sustainable in the long run, especially because sales weren’t high enough. But you never miss a good thing until it’s gone, and ever since then, fans of Serum Foundation have flooded The Ordinary’s Instagram posts demanding its swift return.
