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• Hailey Bieber Launches Pocket Bronze Bronzer Line from Rhode

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• Louis Vuitton pushes the boundaries of luxury with $160 lipsticks

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Skincare brand The Ordinary has expanded its science-backed lineup once again, tapping into the ongoing “milky” skincare craze with a new lightweight moisturizer. The Rice Lipids + Ectoin Microemulsion is a fluid, hydration-focused formula designed to challenge the common belief that moisturizers must be thick to deliver effective hydration.

The new microemulsion contains nourishing ingredients like rice lipids and jojoba oil, and promises up to 24 hours of weightless hydration. Jojoba oil supports the skin’s barrier, while water-based ectoin locks in moisture, creating a formula that blends the benefits of both water and oil. “This helped us develop a product that still delivers a significant amount of nourishing lipids and oils while remaining lightweight with an elegant texture,” Dr. Bushra Yusuf said in a press release.

The Ordinary also emphasizes that this launch highlights the growing importance of texture in skincare. While K-beauty brands have already popularized weightless hydration, The Ordinary is aiming to introduce Western consumers to products that combine proven results with a luxurious sensory experience. “Today’s beauty consumer isn’t just looking for hydration. They’re seeking innovative formulations that combine elegant textures with ingredient performance,” the brand said.

The Rice Lipids + Ectoin Microemulsion Moisturizer is available now on The Ordinary’s official website for $13.

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