By will-buy
The Ordinary is a brand most beauty fans have tried, because of their products' accessible prices and ingredient-first formulations.
Their skincare disrupted the beauty space, and today they've branched out into hair – with prices starting at lb6.80.
Having just launched globally, the new range features a shampoo, conditioner and a serum, all designed to support healthier hair growth.
Following from last year's trend from 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 track of 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 concentrate on a short term appearance with scalp care often being neglected or overlooked.
'The Ordinary is encouraging customers to place a focus on scalpcare through the same lens put on 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, using 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 essential and we are able to achieve this with minimal ingredients tailored to focus on specific hair and scalp needs.
'With our haircare launches, we're providing solutions that may be combined together to offer cleansing, conditioning and hydration, but could also be employed as stand-alone products.'
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The brand can also be keen to educate customers around the things that the clean beauty movement has demonised – for example sulphate, which is within their products.
The Sulphate 4% Cleanser for Hair & Body readily names the misunderstood component (which helps things lather), and also the brand says it's: 'Superior cleansing ability, great sensorial profiles, are readily biodegradable, and [does] not disrupt the skin barrier when formulated properly.
'The safety and health claims produced by certain marketing campaigns don't align with the peer-reviewed scientific evidence and Deciem is on another path to bring ingredient clarity towards the consumer.'
The other products within the range would be the Behentrimonium Chloride 2% Conditioner and also the Natural Moisturizing Factors + HA for Scalp, which is made to be used post-wash.
Time to think seriously about your haircare.
