Few brands have had as much of an impact on the beauty industry as The Ordinary. The company has made skincare more accessible, thanks to its affordable offerings and simple, effective formulas. His products regularly go mega-viral on TikTok and are constantly recommended to us by dermatologists.
And while some people have been using its formulas on their hair for a while (its hyaluronic acid serum has gone viral as a way to hydrate hair), The Ordinary has just launched a full line of hair care products. It’s not the brand’s first step into haircare — its multi-peptide hair density serum has long been an internet favorite — but it’s its first overall line, featuring shampoo, conditioner and a scalp treatment, which means there is now a product for every step of your routine.
But the shampoo is a bit less than usual – at least by today’s standards. While many beauty brands market “clean beauty” products, The Ordinary makes it clear that such products fall outside this realm.
The first new product in the line is a shampoo and body wash based on sulfates (also spelled sulfates). And while the inclusion of sulfates might give you pause – foaming agents, which are sometimes added to hair and body care products, are known to be harsh on hair – the brand claims the ingredient has a bad reputation.
“A common hair care myth that I see quite often is that certain ingredients are universally bad for hair,” Deciem Chief Scientific Officer Prudvi Kaka said in a statement shared with Shop TODAY. “This statement is not true because from a scientific point of view, one must take into account the concentration of use, the total formulation, the pre-existing behavior of the hair and the specific hair problems that must be addressed. For Par For example, anti-sulfate messaging in the industry has labeled sulfates as harsh but, when formulated correctly with appropriate concentration levels, can create a mild and effective product.”
This new product is in line with Deciem (the parent company of The Ordinary) stance as ‘anti-clean’, which was announced last year in its ‘everything is chemical’ campaign.
“We believe the beauty of science lies in its inquisitive nature – it never stops questioning,” the brand wrote in a blog post. “And at Deciem, we question the safety of our ingredients with the same energy that we apply to investigating their effectiveness. In both cases, we look to our scientific colleagues for evidence, never settling for a single source, nor yield under the pressure of inaccurate assertions propagated by alarmist propaganda.” The brand adds that the ambiguous definition of clean beauty goes against these values. “As we all move towards a more transparent future, it’s important that we continue to question how the beauty industry communicates with us.”
The new items launched today in the US at Ulta, Sephora and Deciem, and will drop on March 8 globally. See all products below.
The new hair line The Ordinary
The Ordinary Sulphate 4% Body & Hair Cleansing Shampoo
The new shampoo and body wash contains sulfate SLES-2. According to the brand, sulfates are a type of surfactant, a compound that can dissolve the barrier between dirt, oil, and water to help remove impurities. The company claims that SLES-2 is a mild surfactant, so it produces a satisfying lather and helps you cleanse effectively, while being gentle on skin and hair.
The next new product in the line is this behentrimonium chloride conditioner. According to the brand, the star ingredient in the formula conditions your hair to make it softer and smoother. With just seven ingredients, the company claims it effectively conditions hair without any unnecessary extra ingredients that will weigh it down. To use, work the formula through your hair and let sit for three minutes before rinsing.
The Ordinary Hyaluronic Acid 2% skincare serum went viral on TikTok after people started using it on their hair. Now, the brand has created a hyaluronic acid serum specially designed for your scalp. Made with HA, squalane and natural moisturizing factors, the serum is believed to help hydrate your scalp and support the scalp’s barrier function. The brand suggests massaging a few drops into your scalp before bed – it’s a leave-in treatment, so you don’t have to wash it out.
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