Seven years after Nicola Kilner and the late Brandon Truaxe launched The Ordinary, the company is refusing 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 heels 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 countless 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.
“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 formulas 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 ingredient, 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 lightly—especially if you're looking to remove your makeup this spring. “Peptides are a phenomenal skin care ingredient, and there are many types,” says Nicola. “I always remember when Brandon taught me everything and said a glass of milk is full of peptides.”
Nicola explains that their effects are very broad, but they are very specific on the skin, preventing aging and making the skin Smooth structure. "They're very powerful," says Nicola, and have the ability to repair damaged skin over time.
Look for peptides in Target serums or moisturizers, such as 'Buffet' + Copper Peptides, £28.90, which contains copper tripeptides. This promotes the formation of collagen in the skin and has anti-inflammatory and antioxidant effects, meaning it protects the skin from environmental influences. If you're looking for a moisturizer, R29 recommends Ole Henriksen Strength Trainer Peptide Boost Moisturizer, £42. Don’t put too much pressure on the skin barrier Nicola describes skin barrier care as one of the biggest trends right now. Excessive intake of ingredients like retinol and strong exfoliating acids can irritate the barrier and cause allergies.
However, if you don't have this problem, then special skin barrier products are not necessary. "We try to stay away from trends because they never fit the science," Nikolai said. "You might think you need a specific product to strengthen the skin barrier, but when we looked at our products, many of them contain ingredients that protect the skin barrier." Nicola says skincare marketing is really good at this, Trick us into buying products we don't really need. If you have a good skincare routine that you're happy with and use quality products, they should already be taking care of your skin barrier. Targeted skin barrier products are not necessary.
Head care is the new skin care
"Your scalp is just an extension of your face," says Nicola, who advocates caring for your hair follicles and scalp the same way you care for your face morning and night. "Once it leaves the follicle, your hair is dead, so there's not much you can do to your hair other than sealing and cleaning it," says Nicola. "To truly improve the strength and health of your hair, it has to happen in the hair follicle." That's why she says it's so important to use a scalp serum. "Moisturization of the skin is a basic need that we need to get right—and this applies to the scalp, too," says Nicola. The brand's Natural Moisturizer + Hyaluronic Acid product (£12.60) has received some reviews from people with sensitive, dry and flaky scalps. Another customer mentioned that he uses it as a facial serum, and Deciem's chief scientific officer backed it up.
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