The Ordinary
(https://theordinary.com) 📸 Data Snapshot: May 24, 2026Inspect the JSON-LD. Is there an Organization or Person schema, and does it carry sameAs links to real external profiles (LinkedIn, socials)? Missing schema or no identity declaration signals an anonymous entity.
Authority gaps are the primary driver of the BS score due to technical implementation errors. The homepage H1 is incorrectly tagged as Promotional Terms & Conditions, which undermines technical credibility. Additionally, while the site names experts like Rita Silva and Dina Nicole, the schema_json is null for the homepage and the Person schema/SameAs links are missing, leaving their credentials unverifiable within the structured data.
The site largely avoids bold, disconnect-prone performance claims. Instead of promising to transform your skin, it claims to Visibly Energize or provide Targeted Support, immediately grounding these assertions in specific chemical percentages. The absence of typical anti-aging hyperbole reduces the marketing-to-substance delta significantly.
Identity & Authority is read from the structured data first: whether the site declares who it is in machine-readable schema, with verifiable identity links. Below is the schema captured per page, then the external proof links that support (or fail to support) that identity.
🔗 Identity & Technical Layer — schema JSON-LD: identity chains, entity gaps
/faq.html
{
"@context": "https://schema.org",
"@type": "FAQPage",
"inLanguage": "en-GB",
"mainEntity": {
"0": {
"@type": "Question",
"name": "How can I get in touch with Customer Happiness?",
"acceptedAnswer": {
"@type": "Answer",
"text": "<p>Our Customer Happiness team is based out of our Toronto, Canada head office with partial support available through our offices in Nottingham, UK and Melbourne, Australia. The team's hours of service are Monday to Friday from 9:30 AM to 5 PM EST (excluding holidays). We have limited support available on the weekends.<br><br>To reach our team, please visit our <a href=\"https://theordinary.com/en-gb/contact-us.html\">contact page</a> to submit your inquiry or give u"
}
},
"1": {
"@type": "Question",
"name": "When can I expect a response to my email?",
"acceptedAnswer": {
"@type": "Answer",
"text": "<p>Our team is working very hard but we are experiencing very rapid growth at this time. While we are expanding our resources, our aim is to respond to all inquiries within 48 hours. Please note that our response times may vary during peak periods such as after product launches or promotions.</p>"
}
},
"2": {
"@type": "Question",
"name": "Can I place an order over the phone?",
"acceptedAnswer": {
"@type": "Answer",
"text": "<p>For better security, we are unable to process any orders and/or accept payments over the phone. Our Customer Happiness team will gladly walk you through the process if you need any help placing your order online. To reach our team, please visit our <a href=\"https://theordinary.com/en-gb/contact-us.html\">contact page</a> to submit your inquiry or give us a call.</p>"
}
},
"3": {
"@type": "Question",
"name": "Do you test on animals? Are your products cruelty-free?",
"acceptedAnswer": {
"@type": "Answer",
"text": "<p>DECIEM does not test on animals and does not ask others to do so. DECIEM has been certified with the Leaping Bunny stamp of approval, a widely recognized standard for personal care and household products.</p>"
}
},
"4": {
"@type": "Question",
"name": "Are your products vegan?",
"acceptedAnswer": {
"@type": "Answer",
"text": "<p>The Ordinary, The Chemistry Brand, and HIF have been certified vegan by PETA, and we are currently obtaining certification for all other DECIEM brands. Until then, please refer to our legend for each product on our website that will indicate the specifications of any given product (for example, if it is vegan, nut-free, oil-free, etc.)</p>"
}
},
"_items_truncated": true
},
"_truncated": true,
"_original_size": 73405
}
🛡️ Trust Signals — external proof links that back the declared identity
| Page | Reviews | Proof links |
|---|---|---|
| / (home) | 32 | 1 |
| /on/demandware.store/Sites-deciem-global-Site/en_GB/Link-Page/ | 1 | 1 |
| /on/demandware.store/Sites-deciem-global-Site/en_GB/Wishlist-AddProduct/ | 0 | 0 |
| /faq.html | 31 | 1 |
This page presents a snapshot of public data from The Ordinary, captured on May 24, 2026, to show how machine logic reads Identity & Authority signals into an AI reputation evaluation.
Purpose: This data is presented under “Fair Use” for the purpose of independent signal analysis, allowing readers to see the raw signals behind the reputation score.
Notice to The Ordinary: This analysis is part of a non-adversarial audit conducted by 1 Euro SEO. The results are intended as professional feedback to help improve any website’s machine-readability and authority signals. The evaluation is free, and any company can request a fresh audit at any time.
Any company can use the insights for free and improve its voice. When a company has updated its content, it can always submit a new audit request, which will be reflected in a new current score.
To all users: You are encouraged to visit the live site at https://theordinary.com to view the most current version of its content and see directly what this company is about and what it offers.