The Chia Pet Comparison: Why Expert Humor Outperformed Expensive Hair Commercials
Ordinary hair serum has me looking like a chia pet but at least it works
Growth for The Ordinary's serum started in earnest on January 28, 2026, when dermatologist @denverskindoc uploaded a humorous stitch video. By comparing the results to a 'chia pet,' the creator leveraged expert authority to validate the $17 serum. This single inflection point triggered a sales surge that propelled the product to rank 203 in the haircare category within 24 hours.
Multi-Peptide Serum for Hair Density
ยท Price: $20.00$24.00
ยท Launch date: 2018.NaN.NaN
ยท Rating: 4.6 โ (699 reviews)
ยท Commission: 15%
Period: 2025-11-16 ~ 2026-05-14
GMV
$16,968
Units sold
707
Creators
41
Videos
20
Video GMV
$13,128
77.4%
Live GMV
$172
1.0%
Customer reactions
โProduct benefit: My edges are growing and I like that the oil is lightweight Scent: No bad scentโ
โI have fine hair and perimenopause hair loss. I still use minoxidil drops at night but adding this has been phenomenal. Hair growt...โ
โBottle was open and leakingโ
Why this product
The 'Skinification' of Hair Care
The growth of this serum is tied to the Skinification of hair care, a trend where shoppers treat their scalp with high-performance ingredients. Consumers are increasingly looking for peptides and acids traditionally used for the face in their haircare routines. The Ordinary was perfectly positioned to capture this demand due to its existing reputation in clinical skincare.
Clinical Results at an Accessible Price
While similar clinical products in the category average a revenue of just $257, this serum achieved 66 times that amount. It offers a science-backed solution at a price point that makes it an easy add-to-cart compared to premium rivals. The affordability significantly lowers the barrier for first-time users experiencing hair thinning.
Comparison with premium clinical competitors.
| Item | The Ordinary | Competitor product |
|---|---|---|
| Key technology | Multi-Peptide Blend (Redensyl, Capixyl) | Protein-based Hair Density System |
| Texture Profile | Water-based, non-greasy serum | Traditional oil or heavy conditioner |
How it broke out
Daily GMV & video upload trend
Who Sold It ยท What's Next
View the full report
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Why is this product selling so well?
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