If you walked into one of The Ordinary’s New York City stores this week looking for a serum but instead were met by a fridgerator full of eggs—you’re not imagining things. The back-to-basics skincare brand, best known for its clinical packaging and affordable price points, is now selling cage-free, Grade A large white eggs for $3.37 a dozen, packaged in minimalist cartons that mirror its signature aesthetic.
The unexpected offering is part of a tongue-in-cheek collaboration with art collective and agency MSCHF (referenced as MSCHF Farms on the box) that’s equal parts confusing and on-brand. The company described the 12-pack as “no frills, just eggs”—a humble essential that echoes The Ordinary’s founding ethos: high-impact basics, no fluff. On Instagram, the brand posted, “We heard NYC needed eggs. This weekend, you can get 12 ordinarily priced eggs at our stores for $3.37. No frills, just eggs. While supplies last.”
From a branding standpoint, it’s a sharp move. At a time when beauty is bloated with luxury pricing and elaborate promises, The Ordinary continues to lean into simplicity as a flex. Selling eggs—at serum prices and in a clinical retail environment—raises a subtle question: What really counts as a necessity?
For New Yorkers, it also taps into something deeper. Life here is expensive and absurd, and a brand offering low-cost grocery relief feels like a knowing nod to the grind. Eggs at a skincare store? Just another day in the city.
The $3.37 eggs were available while supplies lasted (rumor has it they sold out over the weekend) at The Ordinary’s Nolita (26 Prince Street) and Midtown (475 5th Avenue) locations. Early reactions were a mix of surprise, amusement, and TikTok documentation—which is probably exactly what they were going for.
