Why The Ordinary expanded into haircare
Welcome to The Glow Up, Highsnobiety’s new column examining the who, what, when, where and why of all things beauty.
Several clever moves have propelled The Ordinary to the forefront of beauty since its inception in 2017: its no-frills skincare products; its ultra-affordable pricing; its annual month-long anti-Black Friday sale.
Hair care is not one of them.
But on February 22, The Ordinary surprised customers with the launch of hair and scalp treatments, an expansion that DECIEM, The Ordinary’s parent company, called “the epitome of ‘hair skinification’.” .
The Ordinary’s scientific director, Prudvi Kaka, gave Highsnobiety a succinct explanation of what exactly “hair skinfication” is.
Specifically, it “refers to the shift in the industry where companies are emphasizing the importance of treating the scalp like any other area of skin,” Kaka said.
For example, there is a scalp serum formulated with hyaluronic acid, a humectant commonly used in moisturizers; a two-in-one hair and body cleanser with antioxidant tocopherol and gentle exfoliant phytic acid; and a hair treatment containing a cocktail of peptides, collagen-boosting amino acids that can help reduce inflammation and support hair growth when applied to the scalp.
Fundamentally, The Ordinary’s hair care range is built around the concept that the health of your scalp (which is, in case you’ve forgotten, the skin) is essential for the growth of thick, shiny locks. .
“There is a gap in consumer education around scalp care,” Kaka continued, explaining that the skin on your head requires maintenance just like the skin on your face.
“We encourage our customers to think of their scalp care through the same lens as their skincare regimens.”
If your Spidey Senses are tingling, fear not. As fashionable and marketable as the phrase “hair care skinification” may seem, there is solid science backing its sentiment.
The Ordinary isn’t the only brand to know the power of the scalp – other skin-focused imprints are also turning to hair care.
Augustinus Bader, Dr. Barbara Sturm and Drunk Elephant recently launched their own treatments for your noggin skin. We’re even starting to see the opposite happen, as haircare giants like YEAH diversify into skincare.
Others embraced the hair-skin connection from the start. Take SEEN, a hair care line developed by dermatologists, for example – the brand’s products are developed without clogging and irritating ingredients (such as silicones and perfumes) which, even after a shower, can leave residue on the skin. skin and cause rashes.
Hair skinification indicates the larger truth that one magic bullet for “perfect” skin or hair simply does not exist. Beauty and health are holistic, a reality that brands touting magic cures and miracle products don’t want you to accept.
So the next time you have a bad hair day, get to the root of the problem. It might just be your scalp.