The Ordinary launches their first haircare range
The Ordinary is a brand most beauty fans have tried, thanks to their products’ accessible price points and ingredient-first formulations.
Their skincare disrupted the beauty space, and now they’ve branched out into hair – with prices starting at £6.80.
Having just launched globally, the new range includes a shampoo, conditioner and a serum, all designed to support healthy hair growth.
Following from last year’s trend of the ‘skinification’ of hair, which meant people began approaching their haircare as they do their skincare – with plenty of steps, targeted ingredients, and conscious decisions, rather than lathering up with whatever shampoo was on offer that week – the products are science-led.
The Ordinary shared with press: ‘Haircare has traditionally been marketed with quick fix solutions that target a short term appearance with scalp care often being neglected or overlooked.
‘The Ordinary is encouraging consumers to place an emphasis on scalpcare through the same lens applied to their skincare, building regimens also for your scalp.’
They think consumers should be protecting the skin barrier’s health using as minimal ingredients as possible.
One of the products has just seven ingredients in total, with the aim of weighing down your hair less.
Prudvi Kaka, chief scientific officer at Deciem, says: ‘Maintaining optimal scalp health by protecting the skin’s barrier alongside effective cleansing and moisturizing is very important and we are able to achieve this with minimal ingredients tailored to target specific hair and scalp needs.
‘With our haircare launches, we are providing solutions that can be combined together to offer cleansing, conditioning and hydration, but can also be used as stand-alone products.’
The brand is also keen to educate customers on the ingredients that the clean beauty movement has demonised – such as sulphate, which is in their products.
The Sulphate 4% Cleanser for Hair & Body readily names the misunderstood component (which helps things lather), and the brand says it has: ‘Superior cleansing ability, great sensorial profiles, are readily biodegradable, and [does] not disrupt the skin barrier when formulated properly.
‘The health and safety claims made by certain marketing campaigns do not align with the peer-reviewed scientific evidence and Deciem is on yet another path to bring ingredient clarity to the consumer.’
The other products in the range are the Behentrimonium Chloride 2% Conditioner and the Natural Moisturizing Factors + HA for Scalp, which is designed to be used post-wash.
Time to think seriously about your haircare.
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