'The Ordinary Eggs': New York skincare brand selling eggs—and it's not an April Fools' joke

Amid an unprecedented shortage of eggs, a beauty and skincare enterprise has reportedly started selling eggs in the United States. The company, called The Ordinary, is now offering eggs at $3.37 per dozen.

The Ordinary collaborated with MSCHF, an art collective, to organize a publicity initiative selling eggs at $3.37 per dozen. The company aimed to provide New Yorkers with accessible, reasonably priced eggs.

"We heard NYC needed eggs. This weekend, you can get 12 ordinarily priced eggs at our stores for $3.37. No frills, just eggs. While supplies last," stated their Instagram announcement.

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The US is experiencing a severe egg shortage due to avian influenza outbreaks decimating hen populations. Social media platforms are filled with consumer complaints about empty egg shelves in supermarkets. The supply constraints have resulted in significant price increases.

According to Bureau of Labor Statistics data, egg prices have jumped from $1.21 per dozen in 2005 to nearly $5 today—a staggering 310% increase. This inflationary wave extends beyond eggs, with beef prices climbing by 125% and electricity costs doubling.

Nonetheless, the initiative received considerable appreciation on social media platforms, particularly from New Yorkers welcoming the availability of affordable eggs. Customers were permitted to purchase up to two cartons each at designated NYC locations.

"I don't understand this marketing, but it's funny," said one Instagram user.

Another commented, "For a min, I thought this was an April Fools' joke ?? Then realized it's not April."

"This is amazing marketing. I had to check if it was April 1st for a second. ?? It’s not, which makes me love this even more. On brand with your price point business model. Well done. We like the creativity," said another.

Such is the egg shortage in the US that security agencies have claimed they are witnessing a rise in egg smuggling more than even the dreaded drug fentanyl.

Meanwhile, the US has turned to Turkey and South Korea to bolster its supply of eggs. It is reportedly set to import millions of eggs from the two countries. Notably, Poland, Finland, and Denmark had earlier declined the US's request to supply eggs.