The Ordinary Is in Its Milky Skincare Era
The brand just dropped the Rice Lipids + Ectoin Microemulsion Moisturizer.
Skincare brand The Ordinary has once again expanded its lineup of science-backed products. Harping on the milky skincare craze, the brand has unveiled the Rice Lipids + Ectoin Microemulsion — a hydrating moisturizer in a fluid formula. In an attempt to disprove the idea that moisturizers much be thick in order to provide sufficient hydration, the skincare staple is an innovative take on the typical cream format.
Formulated with nourishing ingredients like rice lipids and jojoba oil, the Rice Lipids + Ectoin Microemulsion Moisturizer is said to deliver up to 24 hours of weightless hydration. While jojoba oil supports the skin barrier, water-based ectoin locks in moisture — for a microemulsive formula that seamlessly fuses both water and oil. “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 says in a press release.
Beyond that, the brand says the new product is further proof of the huge role texture plays in skincare. While K-beauty brands have already tapped into weightless hydration, The Ordinary is attempting to familiarize the Western market with products that provide both proven results and a sensorial experience. “Today’s beauty consumer isn’t just looking for hydration. They’re seeking innovative formulations that combine elegant textures with ingredient performance,” The Ordinary says.
The Rice Lipids + Ectoin Microemulsion Moisturizer retails for $13 USD and is available for purchase on the brand’s website.
In other news, Dua Lipa and YSL Beauty unveiled a new fragrance.
