On January 23, The Ordinary launches Rice-Lipids + Ectoin Microemulsion, an intensely hydrating moisturizer with a lightweight, liquid formula – available exclusively at Sephora. The latest addition to The Ordinary’s „Seal“ category challenges the common perception that intense hydration must have a rich, creamy texture. Rice-Lipids + Ectoin Microemulsion is a virtually weightless moisturizer that delivers 24-hour hydration. Consumers will receive exclusive early access via the Sephora app on January 22, before the product launches in Sephora stores and online the following day.
If there’s one thing skincare enthusiasts agree on, it’s that texture is everything. Influenced by the growing popularity of K-beauty in Western markets, consumers are seeking milky formulations that combine a lightweight texture with intense hydration. According to Mintel, 87% of consumers in the UK find lightweight skincare products more comfortable on their skin than other alternatives,1 and in China, 75% of consumers believe that texture not only influences the sensory experience during application but also directly determines a product’s effectiveness.2 However, today’s beauty consumers are no longer just looking for hydration—they expect innovative formulations that combine elegant textures with powerful ingredients.
Milky or milk-like textures are currently on the rise. While they are particularly popular in toners and serums, The Ordinary is now bringing this trending texture to its „Seal“ category, responding not only to consumer demand but also making accessible a texture previously reserved for luxury brands.
The skin barrier is a matrix composed of water-loving and oil-like molecules that attract and lock in moisture. Therefore, effective hydration and skincare require the right interplay of both types of active ingredients. Through a formulation technology called microfluidization, the Rice Lipids + Ectoin Microemulsion effortlessly combines moisture-retaining molecules, such as ectoin and natural humectants, with nourishing, occlusive ingredients like rice lipids and jojoba oil to create a stable emulsion. This careful combination is designed to intensely hydrate and care for the skin while maintaining the sensual experience of an ultra-light, non-greasy texture.
“Many molecular properties influence how ingredients interact with the skin. Regarding particle size: smaller particles tend to be absorbed more easily by the skin than larger ones. This formula has been microfluidized—meaning the oil- and water-based ingredients have undergone a high-pressure process that creates smaller, more uniform particle sizes, allowing for seamless blending. This enabled us to develop a formulation that still delivers a high amount of nourishing lipids and oils while remaining lightweight and offering an elegant texture.”
Dr. Bushra Yusuf,
Scientific Communications DECIEM
Rice Lipids | Nutrient-Rich Oil for Your Skin.
Rooted in centuries of Eastern beauty rituals, rice has long been considered a traditional remedy for a smooth, radiant complexion. While skincare enthusiasts are already familiar with rice water or rice powder, rice lipids refer specifically to the lipid-rich (oil-like) components of brown rice. This new form of rice is used for its film-forming, occlusive benefits and is known for its light, non-greasy feel on the skin, as well as its moisturizing and barrier-strengthening properties. Rice lipids are also rich in phytosterols—plant molecules structurally similar to cholesterol found in the skin—thus supporting the skin’s natural barrier and its ability to retain moisture.
While rice lipids are already established in some Asian markets, their popularity among consumers in Western markets is still developing. With its focus on innovative ingredients and broad accessibility, The Ordinary now puts rice lipids in the spotlight – with a moisturizer that is ultra-lightweight, deeply hydrating and affordable.
Ectoin | Water
The anti-stress power for your skin.
Ectoin has been gaining increasing attention since last year and is also generating growing media buzz. This powerful molecule is found in large quantities in microorganisms that live in extreme climates and helps them survive the moisture stress of their natural environment. For our skin, this means that ectoin also strengthens it under moisture stress – it intensely hydrates by binding to water molecules and supporting moisture retention.
Ectoin is also known for its soothing and balancing properties. It improves skin texture and smoothness, making the skin appear softer and more even. The Ordinary wanted to make this increasingly popular ingredient accessible to everyone and has therefore included it in its portfolio.
