The Ordinary launches 'Pore Playground' campaign on breakouts in a filtered world
The skincare brand says breakouts have not disappeared — they have just become harder to see, citing data that 63% of adults feel self-conscious in public over problem skin.
Skincare brand The Ordinary has introduced a global campaign called the Pore Playground, aimed at reframing how blemish-prone skin is seen and understood in an era of real-time photo filters.
According to the campaign, breakouts have not become less common — they have become less visible. Pimple patches are now worn as accessories, while social media platforms normalise filters that smooth skin in real time. Content that once reflected breakouts openly has been replaced by curated, controlled representations of skin.
The campaign cites research indicating that 63% of adults report feeling self-conscious in public because of problem skin, and that 90% of young women report using a filter or editing their photos before posting on social media — contributing to increasingly unrealistic appearance and skin expectations.
What drives breakouts
Blemish-prone skin is often characterised by excess oil, enlarged or congested pores and uneven skin texture. Biologically, breakouts are driven by increased sebum production, often linked to hormonal changes, and a build-up of dead skin cells leading to clogged pores.
These processes are common, particularly during adolescence and early adulthood, and can present differently across individuals and over time. Despite this, misinformation persists, with breakouts frequently attributed to poor hygiene, diet or personal habits — claims the campaign says are not consistently supported by scientific evidence.
A deliberately uncomfortable tone
The Pore Playground uses language that is intentionally playful, sensorial and at times uncomfortable to explore common characteristics of breakout-prone skin, from congestion to angry breakouts to post-breakout marks. The stated objective is to make them easier to understand and to reduce the emotional burden associated with breakouts.
The campaign reflects a simple idea, the brand says: everyone's face is a pore playground. Breakouts are not uniform — they shift, develop, resolve, and often return.
It also spotlights a selection of The Ordinary formulations targeting different breakout types: Salicylic Acid 2% Solution for blackheads and clogged pores; Sulfur 10% Powder-to-Cream Concentrate for angry breakouts; Niacinamide 10% + Zinc 1% to control excess oil; and Aloe 2% + NAG 2% Solution for post-breakout marks.
The products are positioned not as a single solution but as part of a broader, customisable approach covering treatment, maintenance and post-breakout concerns, reflecting the view that breakouts are a journey rather than a fixed condition.
The campaign launched globally on 28 July 2026 across digital platforms, retail environments and experiential activations.
This article was produced with the assistance of artificial intelligence (AI), in accordance with our editorial policy.