Kim K Is Using This $18 Anti-Ageing Serum

Whether you love her, hate her or have an unhealthy obsession with her like me, you can’t deny Kim Kardashian West is a trend setter. From fashion to beauty, she’s always ahead of the game, so obviously she’s using one of the most coveted skincare brands in the world right now (FYI it sold out in Canada and the US when Kim posted it on her app).

But you don’t have to be a celeb to use Kim’s go-to anti-ageing product; The Ordinary Granactive Retinoid Emulsion 2% is $17.90.

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What Is It?

Previously known as the Advanced Retinoid 2%, it’s one of the most popular retinoid-based products from The Ordinary. ‘Retinoid’ is a broad name for any product that contains a derivative of Vitamin A. Known for being one of the most effective ingredients for anti-ageing, it comes in different potencies and varying formulations to reduce sensitivity.

The Ordinary Granactive Retinoid Emulsion 2% contains two different forms of retinoids that are easily absorbed by the skin. This product is a moderate-strength formula with low irritation levels – the active ingredient in this formula is a less abrasive alternative to other forms.


The Ordinary Granactive Retinoid Emulsion 2% 30ml

This anti-ageing serum from The Ordinary works by accelerating the rate of skin cell turnover, making way for newer, fresher, and healthier cell growth underneath. It also helps to slow down the degeneration of collagen in the skin, the main protein for youthful-looking skin, and helps to prevent the formation of dynamic facial folds and wrinkles. The Ordinary Granactive Retinoid 2% Emulsion can help with pigmentation, dark spots, fine lines, wrinkles, acne scarring, and active breakouts.

The Ordinary Granactive Retinoid Emulsion 2%

Why Does Kim Use It?

“In any skincare routine, anti-ageing products are SO important. They can have so many benefits, like reducing dark spots, preventing wrinkles, smoothing fine lines and so much more. [The Ordinary Granactive Retinoid Emulsion 2%] is one of my favourites.”

  • It’s a lightweight, moderate-strength creamy emulsion

  • Ideal for treating concerns like ageing, acne & pigmentation

  • Accelerates skin cell turnover for smooth

    er, fresher skin

  • Helps to maintain youthful-looking skin & prevent signs of ageing

  • Corrects skin texture & uneven skin tone

  • Encourage healthy cell production for firmer, healthier skin

  • Treats active breakouts, as well as forms of acne scarring

  • Carries a low risk of irritation compared to other retinoids

  • To be applied after water-based serums & before oils or creams

Pro Tip: It is absolutely essential that you use a broad spectrum sunscreen when using any form of Vitamin A in your skincare routine. This ingredient can make your skin more sensitive to UV exposure. 

So What’s Everyone Saying?



No irritation, easy application and absorption and great price.

Glowing skin


Love this product. Everyone keeps asking me why my skin is glowing!!! I use it about 3-4 times a week under a rosehip oil at night. Haven’t noticed any irritation (have mildly sensitive skin) this is pretty much the only product that’s ever made a noticeable difference to the appearance of my skin (and trust me, I’ve tried them all!) it’s the best!

Fantastic product


Saw the reviews and decided to try this product for myself. I am absoulutely loving it. My skin feels so soft and my lines are fading. My skin has brightened and blemishes have faded significantly. I am so happy I tried this product. I tone after washing my face then apply a small amount of moisturiser, wait till it dries, and apply the Retinoid Emulsion (you only need a small amount). I then appl...
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An excellent performer!


I’m 62 with combination skin (a bit dry, oily nose area) and love how this retinoid works on wrinkles and fine lines, with no irritation whatsoever. The Ordinary can be tricky to navigate, but is definitely worth experimenting with. I’m trying their 10% LA, the HA and this 2% retinoid and it’s working a treat! I love the emulsion formula, very easy to apply and reduces the stickiness of the other ...
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