The Ordinary is continuing its mission to make science-led skincare feel modern, desirable, and increasingly sensorial. The cult-favorite brand has just introduced the Rice Lipids + Ectoin Microemulsion Moisturizer, a fluid, milky-textured hydrator that challenges one of beauty’s longest-held beliefs: that effective moisture must come in thick, heavy creams.
Tapping into the ongoing “milky skincare” trend, the new launch reframes hydration through texture. Instead of relying on dense formulas, The Ordinary’s latest offering delivers nourishment in a lightweight, microemulsion format — designed to blur the line between water-based and oil-based skincare.
At the heart of the formula are rice lipids and jojoba oil, ingredients chosen to support and replenish the skin barrier without weighing it down. Paired with ectoin, a water-based molecule known for its moisture-locking abilities, the formula creates a seamless fusion of oil and water. The result is a moisturizer that promises up to 24 hours of hydration while maintaining a barely-there feel on the skin.
“This helped us develop a formula that still delivers a significant amount of nourishing lipids and oils while remaining lightweight with an elegant texture,” explains Dr. Bushra Yusuf in a press release — underscoring the brand’s commitment to marrying ingredient integrity with modern formulation design.
The launch also signals a broader shift in Western skincare, where texture is becoming just as important as performance. While K-beauty brands have long mastered the art of weightless hydration, The Ordinary is now translating that sensorial-first approach into its clinical, ingredient-forward universe.
In doing so, the brand positions this moisturizer as more than just another hydrator. It’s a statement on how today’s beauty consumer is evolving — seeking products that feel as good as they perform.
Retailing for $13 USD, the Rice Lipids + Ectoin Microemulsion Moisturizer is now available on The Ordinary’s website, offering an accessible entry point into the future of featherlight hydration.
