The beauty industry thrives on education, innovation, and trust. Recently, The Ordinary made a bold move by launching The Truth Should Be Ordinary - a website that grants free access to a plethora of scientific white papers. Their mission? To promote transparency and challenge industry misinformation by making knowledge accessible to all.
This approach raises an important question: Should all brands follow suit and make their white papers freely available? While transparency is often championed as a best practice, there are both advantages and potential drawbacks to this open-access model.
The Pros of Making White Papers Public
Builds Consumer Trust
Sharing scientific research openly allows brands to position themselves as honest, credible, and science-driven. In an era where misinformation spreads easily, empowering consumers with unfiltered data fosters a trust-based relationship.
Educates Consumers & Industry Professionals
Not all consumers understand product formulations or the science behind skincare. By making research available, brands can help demystify ingredients, claims, and processes, leading to more informed purchasing decisions.
Positions Your Brand as a Thought Leader
The Ordinary’s strategy cements them as an authority in cosmetic science. A brand that shares robust research, clinical insights, and ingredient transparency naturally becomes a trusted voice in the industry.
Challenges Industry Misinformation
Misinformation in beauty (whether about preservatives, ‘toxic’ ingredients, or the role of synthetic vs. natural products) is rampant. Publicly accessible research helps debunk myths and set factual records straight.
Encourages Academic & Industry Collaboration
Researchers, formulators, and skincare professionals can access white papers without barriers, leading to knowledge exchange and potentially fostering industry-wide innovation.
The Cons of Open-Access White Papers
Intellectual Property Risks
White papers often contain proprietary research, formulation insights, or strategic developments. By making them public, brands risk competitors leveraging their findings without the effort or investment in R&D.
Devaluation of Expertise
Some argue that making highly technical research available for free may undermine the value of professional education. Consultants, dermatologists, and formulators rely on specialised knowledge - if everything is freely available, does it diminish the perceived worth of expertise?
Misinterpretation Risks
Not all people have the scientific literacy to interpret research correctly. Open-access white papers might lead to misunderstandings, misquotes, or fear-mongering if taken out of context - especially on platforms like social media.
Lost Lead Generation Opportunities
White papers are often used as gated content in marketing strategies, requiring users to sign up, submit emails, or engage with a brand before accessing them. Removing this barrier could mean losing valuable data on potential customers.
Branding & Market Differentiation Challenges
While The Ordinary has successfully woven transparency into its brand DNA, not all companies operate the same way. Some brands differentiate by exclusive formulations, proprietary blends, or unique research - which could be diluted by giving everything away.

There is no one-size-fits-all answer. If your brand’s mission is deeply rooted in transparency, education, and challenging misinformation, then open-access white papers might strengthen credibility and consumer trust. However, if your brand relies on proprietary research as a competitive advantage, or if lead generation is a key marketing tool, then a more strategic approach to content access might be necessary.
Potential Middle Ground Approaches:
Tiered Access: Offering some white papers for free while keeping proprietary or in-depth research gated.
Educational Summaries: Providing simplified, consumer-friendly versions of complex research papers to prevent misinterpretation.
Exclusive Memberships: Giving access to white papers as part of a professional or stockist membership to retain value.
Ultimately, The Ordinary’s move challenges the industry to rethink who gets access to scientific information and why. Whether or not your brand should follow suit depends on your business model, values, and strategic goals.
Would you open your white papers to everyone? Or do you see value in keeping them gated?
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