MSCHF and The Ordinary have teamed up for an unconventional collaboration, selling cartons of eggs at $3.37 per dozen in select New York City stores. Known for its minimalist skincare approach, The Ordinary embraced MSCHF’s playful, boundary-pushing ethos, transforming an everyday necessity into a viral statement.
The pop-up event cleverly mirrored The Ordinary’s reputation for delivering high-quality essentials at an accessible price—this time, not in the form of serums but breakfast staples. While some questioned the irony of a vegan-leaning beauty brand selling eggs, the collaboration was met with enthusiasm from New Yorkers eager for a well-priced dozen. With its mix of humor and cultural commentary, the project blurred the lines between marketing and conceptual art. Whether a statement on consumer needs or simply a moment of unexpected delight, MSCHF and The Ordinary once again proved that innovation can be found in the most ordinary things.
Be sure to catch our interview with MSCHF in the FW24 issue—order your copy today!
Photography and videos courtesy of THE ORDINARY