The Ordinary’s Milky Skincare Moment Is Here

The brand launches its Rice Lipids + Ectoin Microemulsion Moisturizer.

Ordinary

The skincare company The Ordinary has further augmented its collection of scientifically formulated products. The firm has introduced the Rice Lipids + Ectoin Microemulsion, a moisturising moisturiser featuring a fluid consistency, capitalising on the milky skincare trend. In an effort to refute the notion that moisturisers must be viscous to deliver enough hydration, this skincare essential presents a creative reinterpretation of the conventional cream format.

The Rice Lipids + Ectoin Microemulsion Moisturiser, composed of nourishing components such as rice lipids and jojoba oil, purportedly provides up to 24 hours of weightless hydration. Jojoba oil enhances the skin barrier, while water-soluble ectoin retains moisture, resulting in a microemulsive formulation that effectively integrates both water and oil. Dr. Bushra Yusuf states in a news release, “This enabled us to create a formula that provides a substantial quantity of nourishing lipids and oils while maintaining a lightweight and refined texture.”

Ordinary

Furthermore, the brand asserts that the new product exemplifies the significant impact of texture in skincare. K-beauty brands have previously embraced weightless hydration, however The Ordinary is striving to introduce the Western market to products that deliver both verified efficacy and a sensory experience. “The contemporary beauty consumer seeks more than mere hydration.” The Ordinary states, "They are pursuing innovative formulations that merge sophisticated textures with ingredient efficacy."

The Rice Lipids + Ectoin Microemulsion Moisturiser is priced at $13 USD and can be purchased on the brand's website.