Milky Sensations

The Ordinary launched 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 weightless moisturiser 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. Today’s beauty consumer isn’t just looking for hydration. They’re seeking innovative formulations that combine elegant textures with ingredient performance.

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. IS