02.23.22
It seems the ‘skinification' trend is moving on, from makeup to haircare. The Ordinary has launched haircare—and the company says it is taking a "scalp-first" approach to product development.
The Ordinary is a part of Deciem Beauty Group, which the Estee Lauder Companies now owns, after increasing its investment last year.
The new products are The Ordinary's—
- Sulphate 4% Cleanser for Hair & Body
- Behentrimonium Chloride 2% Conditioner pH
- Natural Moisturizing Factors +HA Scalp Treatment
The new The Ordinary haircare products just launched in the U.S. and Canada, and will be available globally on March 8, 2022.
The Ordinary Shampoo Embraces Sulfates
Rather than launch yet another haircare product labeled, "sulfate-free" The Ordinary is doing the opposite—and even has the word "sulphate" in the name of its shampoo. Sulphate is the British spelling of sulfate, to clear up confusion.The shampoo's formula contains SLES-2, a biodegradable surfactant. It is an effective cleanser that is gentle on the skin, and ideal for both hair and body, the brand says.
Prudvi Kaka, chief scientific officer, The Ordinary, says, "A common myth about hair care that I see quite often is that certain ingredients are universally bad for hair. This statement does not hold true as 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 concerns that need to be addressed."
Kaka continues, "For example, the anti-sulfates messaging across the industry has labeled sulfates as harsh but, when formulated properly with appropriate concentration levels, they can create a mild and effective product."
The Packaging
The Ordinary Sulphate 4% Cleanser for Body and Hair, which has a pH of 4.5-5.5, the brand says, and The Ordinary Behentrimonium 2% Conditioner, with a pH of 4.0-5.0, are in square bottles with flip top caps.The bottles are made using 70% post-consumer recycled content (PCR) and 30% bio-plastic. They are also recyclable. The caps are 95% PCR and 5% virgin plastic.
The Ordinary Hair Care, Natural Moisturizing Factors + HA Scalp Treatment, with a pH 4.0-5.0, is in a dropper bottle. It's a first-of-its-kind formula developed to improve scalp hydration.