The Ordinary bets on sulfate for a new shampoo and Yuka is in PLS

– Article originally published on February 18, 2022

Launched in 2016 by the Canadian group Deciem, the “expert” cosmetics brand The Ordinary offers many cosmetic products for face and body, make-up as well as some references for the hair, including two shampoos and a redensifying serum to be applied on the scalp.

To complement its hair care offering, the brand is preparing to release three new products: a shampoo, a conditioner and a moisturizing serum. You won’t tell me anything very crazy, except that the brand relies on a widely criticized ingredient for its new shampoo: sulfate. A bold prejudice that The Ordinary fully assumes.

Sulphate Shampoo 4%, calcium in the anthill signed The Ordinary

Sulphates are part of the large family of surfactants. They are used in cosmetics for their degreasing power, for their ability to create abundant foam and for the clean sensation they give once rinsed. They are found mainly in shampoos but also in other cleansing products such as facial cleansers and shower gels.

There are different types of sulphates which all have different properties and ways of working. The most common – and also the most maligned – are sodium laureth sulfate (SLES) and sodium lauryl sulfate (SLS). But what do we blame them for?

Due to their stripping action, sulphates are accused of many ailments: excess sebum, irritation of the scalp, dull and brittle lengths, hair loss … In a few years they have become the number 1 enemy.

However, it is the sulfates that The Ordinary has decided to highlight in its new Sulphate 4% shampoo.

For your new daily shampoo, The Ordinary relies on a 4% sulfate concentration to effectively cleanse the scalp without damaging the skin or lengths. – a relatively low percentage when we know that for a classic shampoo this concentration is between 10 and 15%.

Prudvi Kakà, Scientific Director, explains to Bustle magazine:

“A major concern – that sodium lauryl sulfate (SLS) has the potential to be irritating to the eyes and skin – can be easily wiped out if the formula is done correctly and the manufacturers have performed the appropriate irritation tests. And it is. what we did. “

With this strong launch – the products are available from 8 March on the Deciem e-shop – the brand wants to dispel the idea that all chemical ingredients are bad, something it has already been doing for several months through its campaign. Everything is chemical.

Now we look forward to The Ordinary product which gives pride of place to silicones! Unless it already exists….

Front page photo credit: The ordinary