Hong Kong — 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, and in China, 75% of consumers believe that texture not only directly affects the sensory experience during use, but also directly impacts product efficacy. 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.
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.
“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
Key Ingredients
[OIL] Rice Lipids
Recognised for their lightweight, non-greasy feel, and moisturising, barrier-strengthening properties, rice lipids are rich in phytosterols, allowing them to reinforce the skin’s natural barrier and improve its ability to retain moisture.
[WATER] Ectoin
A powerful molecule that deeply hydrates skin by binding to water molecules and supporting moisture retention, while also soothing and calming skin.
[OIL] Jojoba Oil
A skin-similar ingredient known for its ability to moisturise and support the skin barrier.
[WATER] Natural Moisturising Factors (NMFs)
A blend of amino acids and electrolytes that boost skin hydration and support long-term moisturisation.
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, pair with The Ordinary’s Saccharomyces Ferment 30% Milky Toner.
Pricing
HKD 118.00 (60mL)
HKD 203.00 (120mL)
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