The Ordinary launches the Rice-Lipids + Ectoin Microemulsion We talked about it with Bushra Yusuf, associate manager and scientific communications of the brand
The start of a new year, as we know, means newness. The Ordinary knows this well. The brand, best known for its transparency and affordability, is about to launch a new product. It’s called Rice-Lipids + Ectoin Microemulsion, an intensive moisturizer with a lightweight, silky texture that will be available exclusively at Sephora from the 23 of January. This new launch expands The Ordinary’s category of so-called sealants, redefining the common belief that deep hydration necessarily requires a rich, heavy consistency. Rice-Lipids + Ectoin Microemulsion is, in fact, an (almost) weightless moisturizer that delivers continuous hydration for 24 hours. We spoke with Bushra Yusuf, Associate Manager of Scientific Communications for the brand, who told us everything there is to know about the product, as well as the philosophy behind it.
Interview with Bushra Yusuf on the launch of Rice-Lipids + Ectoin Microemulsion, The Ordinary’s new product
On January 5th, you will launch Rice-Lipids + Ectoin Microemulsion. Can you share the concept behind this new moisturizer?
Rice Lipids + Ectoin Microemulsion was designed to answer a common misconception, that substantially and durably hydrating skin requires formulas that are thick, heavy or greasy. Traditional moisturizers can often force a choice between meaningful occlusion and light sensoriality, but we wanted both. By pairing rice-derived lipids and jojoba oil with the water-binding and protective properties of ectoin and natural moisturizing factors, we developed a formula that supports the skin barrier while absorbing effortlessly. Microfluidization technology helped us create a seamless, uniform microemulsion that feels milky and breathable, yet still nourishes like a richer cream.
What is the brand philosophy behind milky and lightweight textures, like the one featured in this new product?
While the brand is no stranger to generating milky, “weightless” formats, for example, we’ve used microfluidization technology in Natural Moisturizing Factors + HA for Scalp and to create the well-loved Saccharomyces Ferment 30% Milky Toner, this launch marks the first time we’re bringing that technology to our facial moisturizers. Microfluidization refines particle size to form exceptionally elegant microemulsions with minimal emulsifier load, which further enhances skin feel and product absorption. So microfluidization is essential to the formulation process, in terms of optimally blending and combining ingredients but it is also central to the user experience because it generates a really pleasant and silky product that is inviting and exciting to use.
Mintel data shows that 87% of UK consumers prefer skincare products with a light, silky texture. How important is the sensory experience of texture in how The Ordinary is perceived?
Texture plays a significant role in how people experience both their skincare routines and our brand. While our formulations are always grounded in ingredient science and clinical efficacy, sensoriality has become an increasingly important part of how consumers assess a product’s quality and performance. A pleasant, user-friendly texture can encourage consistent use, which directly supports better long-term skin outcomes. At the same time, not all ingredients are naturally compatible with light, water-based formats, and some have characteristic textures such as tackiness or grittiness. These realities mean there are many factors to balance when designing a formula, yet our goal is always to create textures that feel intuitive without compromising the science.
When it comes to any and all feedback, our community is vocal and engaged, and we are always listening. A recent example relating to texture is the evolution of our beloved Hyaluronic Acid 2% + B5. The original formulation features four molecular weights of hyaluronic acid and vitamin B5 in a richer serum texture that many love for its hydration, though some found it a bit too tacky. In response to the overwhelming feedback, we developed Hyaluronic Acid 2% + B5 with Ceramides, which remains hydrating but offers a lighter, non-tacky application that aligns more closely with preferences for silky, easy-to-wear textures. It makes sense that when a formula feels intuitive and comfortable to use, it supports both the experience and the results and this definitely influences how skincare products are perceived.
In markets like China and the UK, texture also affects perceived effectiveness. How do you take global preferences into account when designing a product that’s also for the Italian market?
When we formulate, we start from what is universal: skin biology. No matter where you are in the world, skin is built from the same organization of cells and molecules, and it faces the same fundamental stressors, including transepidermal water loss (TEWL), which is the passive escape of water from the skin surface. Addressing these universal needs is always our foundation. That said, texture undeniably shapes how we perceive effectiveness. An unexpected or unpleasant skin feel can make even a high-performing formula seem less desirable, especially in an era where sensoriality has become paramount, globally. Global markets, particularly in East Asia, have influenced this shift by showcasing beautifully elegant textures and creating worldwide demand for formulas that feel as good as they perform. And because the way a product feels directly influences how consistently it is used, texture becomes an essential part of delivering real results. This formulation was designed considering universal skin biology and the current global demand for refined, highly sensorial product experiences with the intent to delight our community, no matter where you are.
Today’s consumers expect not only hydration but also tangible performance from ingredients. How does The Ordinary balance lightweight texture with visible results?
Although the formula feels lightweight, the ingredients are true heavyweights. A significant proportion of the formula is composed of plant-based lipids and fats derived from whole rice and jojoba seeds. Specifically, rice lipids are extracted from ground whole rice and this ingredient is rich in phytosterols (cholesterol-like molecules) that help moisturize skin and form a soft, flexible film that boosts hydration while supporting a smooth, pleasing texture. Jojoba oil, a liquid wax ester with a composition similar to human sebum, deeply moisturizes and supports the skin barrier, making it both skin-similar and effective.
The formula also includes potent humectants like ectoin and Natural Moisturizing Factors (NMFs). Ectoin, an amino acid derivative found in microorganisms that survive extreme environments, has a strong affinity for water, helping maintain moisture balance while soothing the skin and improving roughness. NMFs are naturally present in the skin and leveraging them in the formula enables them to replenish moisture, supporting long-term hydration and barrier health. Together, these water-loving molecules deliver deep, lasting moisturization without compromising the light, breathable feel of the texture. The combined result in a formula that provides 24-hour soothing hydration, a strengthened skin barrier after just one use, and reduced visible redness after the first use.
In your opinion, what features make a moisturizer truly “premium” and stand out in the market?
At The Ordinary, we view moisturizers as an essential part of everyone’s regimen, and we recognize that there’s no single perfect formula that suits all seasons or all needs. What's more accurate is that to meet your skin where it is, you'll reach for different moisturizers based on different individual needs and environmental conditions; for example, a lighter formula in humid, hot months and a richer one in winter months. This is why we strive to provide a variety of formats in our portfolio all the way from clear gel-based NMF + Beta Glucan to our most rich NMF + Phyto Ceramides. Ultimately what will make a moisturizer stand out is what it can do for your skin. A stand out moisturizer will deliver the skin finish you desire (matte, semi-matte, glossy, etc.) and clinically demonstrate significant and lasting improvements in skin hydration or barrier support, as these are basic functions of a moisturizer.
What’s in the future of skincare and of The Ordinary?
While trends can be useful in revealing what people are enjoying, needing, or where product gaps exist, our direction is first and foremost driven by science. We’re continually reviewing emerging research on both established ingredients and new technologies, while closely listening to community feedback to understand how we can innovate with purpose. Accessibility will remain one of our core mandates. As scientific breakthroughs emerge, our priority is to make effective, high-quality technologies more affordable and within reach. The path forward for The Ordinary is to keep evolving with our community, staying rooted in evidence-based formulation while expanding what accessible skincare can look like both now, and in the future.
