Seven years after Nicola Kilner and the late Brandon Truaxe launched The Ordinary, the company is determined to be kicked out of one of the world's most popular beauty brands status of one.
If you don't include at least one of these products in your morning and night routine, you've no doubt seen TikTok bloggers hyping products like glycolic acid toner (some even use it as a deodorant, dandruff remover, and solution) The advantages . Cracked heels).
Don't forget the recent craze for hair growth serums and the hype created when it was discovered that the combination of Hexapeptide Solution 10% (£8.40) and Matrixyl 10% + HA (£9.00) was like Botox in a bottle.
In other words, The Ordinary team always knows what's hot (and what's not) in beauty trends. We caught up with Nicola, who told us the skin and haircare trends to watch out for in the new season - and as you might have guessed, they're all budget game-changers.
If you like retinol, try Matrixyl: If you're looking for smooth, rejuvenated skin, Nicola calls Matrixyl the unsung hero of the beauty world. One small study compared it to retinol and found it worked similarly in reducing fine lines, which is why it's often touted as a cruelty-free alternative.
If used too often or incorrectly, retinol can cause skin sensitivities such as flaking and redness. If you're more cautious (especially before the sunnier months when your skin is more exposed), you might want to try Matrixyl.
Nicola says this is a protein that focuses on the appearance of fine lines and repairs the skin. Matrixyl gives a plump, dewy look when applied underneath moisturizer, which is why TikTokers everywhere are a little obsessed with it.
As more and more brands become mainstream, the ingredient is no longer exclusive to The Ordinary, although Matrixyl 10% + HA High Strength Peptide Formula (£9.00) is popular, and for good reason. Also try Medik8's liquid peptides, £49.
Reconsider Glycolic Acid: The hype surrounding glycolic acid, an exfoliating and brightening skin care ingredient, shows no signs of slowing down. The brand's glycolic acid stain solution, which costs £11.50, has an impressive 22 million-plus views on TikTok
but Nicola has noticed a trend towards using it on other parts of the body - and most interestingly Hair, like TikToker An Nguyen. She uses it as a pre-wash treatment for 10 minutes before shampooing and rinsing.
"If you have dandruff on your scalp, and even if you don't, people use it as a scalp scrub," says Nicola, "but the other interesting thing is that people use it on their real hair ——On the hair. " " Nicola asked Rita J. Silva, associate manager of scientific communications at Deciem, how it works.
"Rita explains that it makes hair shinier and smoother," says Nicola. The Ordinary is all about science, hair is naturally negatively charged. This causes it to be attracted to the positive charge of glycolic acid. Uncharged = No static charge.
But Nicola's funniest trick is using glycolic acid to treat cracked before sandal weather arrives, which TikTokers say is better than slathering on creams and balms.
"I tried it and it worked, but I would say the team wouldn't use this product for underarms," Nicola explained, referencing the trend of using glycolic acid as deodorant. "It's a very enclosed space, and you can change the pH of your skin," which can lead to skin problems.
In fact, sulfates are great: The clean beauty movement has demonized millions of beneficial beauty ingredients, including sulfates. But The Ordinary is working hard to bring them back into hair and skin care. “We have been very opposed to cleanliness campaigns,” Nicola said.
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“We’ve always felt that selling scary products is not a good thing, and when we started looking for the best ingredients to actually cleanse your hair and body, we realized there’s a lot of incredible stuff in sulfates,” explains Nicola.
The levels of use in many formulations are so high that brands have to add other substances to these products to counteract the effect. The Ordinary's Cleanser For Body & Hair (£7.90) contains less than 4% of the ingredients, which is perfect Balance.
"If you have a heavy pan that you use to cook casseroles or stews, you need a good cleaner to clean it. In fact, your skin and hair are similar and both need good surfactants to clean them. " The focus on sulfates gives way to spring's biggest skin and hair trend: multi-purpose treatments.
"My children were washed from head to toe," Nicola said. "Why is this great for babies, but as adults we need all these different products? This spring we're going to see a trend towards minimalism in people's daily lives and the products they buy.
Everyone wants to Want something so specific, but everything we want it to be. “What you design for the face can be used anywhere on the body — be it the skin. " Peptides are the ultimate savior of skin Peptides have been popping up in skincare ads for a while but don't take them l
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