The Ordinary and Zepto bring rapid skincare delivery to Mumbai

The Ordinary has expanded its availability in India through a new partnership with Zepto, enabling customers to receive its skincare products within minutes. To mark the collaboration, both brands launched a large-scale billboard activation across Mumbai in December 2025, bringing the message directly to high-traffic commuter routes.

The outdoor creatives emphasise the brand’s minimal, science-led positioning, highlighting the idea that effective skincare does not require extensive routines. The messaging states that consumers do not need a ten-step regimen and can instead rely on The Ordinary, delivered in ten minutes through Zepto’s quick-commerce network. The communication aligns The Ordinary’s functional, ingredient-focused approach with Zepto’s speed-driven value proposition.

Through this partnership, customers can now purchase The Ordinary’s established range of serums, treatments and formulations through Zepto’s platform, receiving them at home in minutes. The move places science-backed skincare within the growing instant-delivery landscape, reflecting broader shifts in how beauty consumers discover and access products.

The initiative also signals an evolution in beauty retail in India, where convenience and credibility are increasingly influencing purchase decisions. The collaboration brings together Zepto’s logistics infrastructure and The Ordinary’s reputation for evidence-based skincare, positioning the offering for urban, time-constrained users who seek functional solutions with minimal friction. The campaign’s citywide visibility aims to reinforce the accessibility and ease of this new delivery route.

By combining fast fulfilment with a straightforward product philosophy, the brands have introduced a model that supports impulse buying, replenishment needs and last-minute product requirements. The activation communicates that effective skincare is now available with just a few taps, delivered quickly and integrated into everyday routines.

The partnership demonstrates how beauty brands are adapting to India’s accelerated on-demand economy, merging performance-led products with rapid delivery to meet evolving consumer expectations.