The Ordinary New Launch
On 23rd January, The Ordinary will launch Rice-Lipids + Ectoin Microemulsion, an intensely hydrating moisturiser in a lightweight, fluid formula. The next addition to The Ordinary’s ‘Seal’ category redefines consumer perception that intense hydration must come in a thick, creamy format. Rice-Lipids + Ectoin Microemulsion is a (nearly) weightless moisturizer that delivers 24 hours of hydration.
If skincare lovers agree on one thing, it’s that texture is everything. Influenced by the rising popularity of K-Beauty in Western markets, consumers are searching for milky formulations that offer a lightweight texture, but with heavyweight hydration. According to Mintel, 87% of UK consumers think lightweight skincare products feel more pleasant on the skin than other alternatives 1, and in China, 75% of consumers believe that texture not only directly affects the sensory experience during use, but also directly impacts product efficacy 2. Today’s beauty consumer isn’t just looking for hydration. They’re seeking innovative formulations that combine elegant textures with ingredient performance.
Milky or milk-like textures are rapidly rising in demand. Although favoured in toners and serums, The Ordinary is bringing this trending texture into its seal category, answering consumer demand and democratising a product texture often reserved for luxury beauty.
The skin barrier is a matrix of water-loving and oil-like molecules that attract moisture and seal it in, which is why effectively hydrating and moisturising the skin requires the balance of both of these ingredient types. Through a formulation technology called microfluidisation, Rice-Lipids + Ectoin Microemulsion seamlessly combines molecules that hold onto water such as Ectoin and Natural Moisturizing Factors, with nourishing, occlusive ingredients like Rice Lipids and Jojoba oil into a stable emulsion. This careful balance is designed to deeply hydrate and moisturise the skin, while still offering the sensorial experience of an “ultra-lightweight”, non-greasy formula.
Many molecular properties influence how ingredients interact with skin. When it comes to particle size, smaller particles tend to be absorbed more easily by the skin as compared to larger ones. This formula was microfluidized which means the oil-based and water-based ingredients were put through a process that uses high pressure to create smaller, more uniform particle sizes, allowing them to blend together seamlessly. This helped us develop a formula that still delivers a significant amount of nourishing lipids and oils while remaining lightweight with an elegant texture.
- Dr. Bushra Yusuf, Scientific Communications DECIEM
[OIL] Rice Lipids : Feed your skin, too.
Rooted in centuries of Eastern beauty rituals, rice has been prized as a traditional remedy for smooth, glowing complexion. While rice water and powder are forms of rice that skincare lovers may be more familiar with, rice lipids specifically refer to the lipid (oil-like) components found within whole rice. Using this novel form of rice for occlusive film-forming benefits, they are recognised for their lightweight, non-greasy feel, and moisturising, barrier-strengthening properties. Rice lipids are also rich in phytosterols - plant-derived molecules that are structurally similar to cholesterol found in skin - allowing them to reinforce the skin’s natural barrier and improve its ability to retain moisture.
While rice lipids are well-established in certain Asian markets, their mainstream consumer awareness in Western markets is still developing. Leading with their commitment to ingredient innovation and democratisation, The Ordinary is spotlighting Rice Lipids with a moisturiser that is ultra-light, deeply hydrating, and accessibly priced.
[WATER] Ectoin : Science’s anti (moisture) stress molecule
Ectoin has been gaining mainstream traction over the past year, with growing buzz in the media. The powerful molecule is found abundantly in microorganisms that live in harsh climates, helping them survive the moisture stress present in their natural environment. For us, it helps our skin stay strong under moisture stress too - deeply hydrating skin by binding to water molecules and supporting moisture retention.
Ectoin is also well-recognized for its soothing and calming effects on skin. It improves skin texture and smoothness, leaving skin soft and more even over time. The Ordinary wanted to democratize this increasingly popular ingredient by adding it to our portfolio.
[OIL] Jojoba oil is a plant extract made from seeds of the jojoba shrub - which unlike other vegetable oils, primarily contains liquid wax esters, making the composition similar to human sebum. This skin-similar ingredient is well-recognised for its ability to moisturise and support the skin barrier.
[WATER] Natural Moisturising Factors (NMFs) are a blend of amino acids and electrolyte molecules, naturally present in skin cells, that form the skin's hydration system. By incorporating NMFs that are of a skin-similar ratio and composition, they boost skin hydration and support long-term skin moisturisation - largely due to their water attracting ability.
Rice Lipids + Ectoin Microemulsion will :
- Deliver 24-hour soothing hydration
- Reduce visible skin redness from 1 use
- Repair the skin barrier [in 1 use]
- Support skin to look more radiant and dewy after 1 use
- Smooth the look of uneven skin texture
- Soothe signs of sensitivity and irritation
Apply a small amount to the face in the morning & evening. To increase skin luminosity, we recommended to pair with The Ordinary’s Saccharomyces Ferment 30% Milky Toner.
Pricing:
HKD 118.00 (60mL)
HKD 203.00 (120mL)
