The Ordinary. Your Lips Have Chemistry

Forget what you thought you knew about lip exfoliation. The Ordinary launches its biggest exfoliating acid molecule in its smallest bottle. Made just for the lips.On September 24th, The Ordinary will launch its science-first approach to lip care with PHA 5% Exfoliating Lip Serum. A gentle, chemical-based lip exfoliator that removes dead skin whilst hydrating and supports the lip skin barrier, for smoother- looking lips.

Peaking at $2.5 Billion USD in 2024, the global lip care market is expected to reach $3.6 Billion USD by 2033 with no signs of slowing down.1 From balms and scrubs to masks and plumpers, lip products are in high demand - both as a skincare essential, and as an aesthetic addition to handbags, bedside tables, or keychains. Global interest in "lip skin"2 has outpaced searches for "lip scrubs" and "lip serums" over the past year - yet resources on how to properly care for this delicate area remain limited. That's where The Ordinary steps in.

The Ordinary PHA 5% Exfoliating Lip Serum brings a science-first solution to premium, tailored lip care - smoothing, plumping and hydrating one drop at a time.

 
Lip Skin vs Face Skin The surface layer of your lips has only 3-5 cellular layers, compared to around 16 cellular layers on the rest of the face, making it much thinner and more delicate. A naturally thinner barrier means lips experience trans epidermal water loss faster than the face, however as lips do not have oil glands, they're unable to support lip skin hydration. This can make lips more prone to dryness and flaking skin.

 

"Lip skin is thinner and more delicate than facial skin making it more vulnerable to water loss. This can leave lips dehydrated, impacting the skin's natural exfoliation cycle and leading to a dry, flaky and textured appearance. PHA's offer both gentle exfoliation and hydration support, gently renewing the skins surface while helping to promote it's natural renewal, for smooth hydrated lips." - Joe Basham, Senior Science Communications Manager, DECIEM Powered by PHA's,

 

The Ordinary's PHA 5% Exfoliating Lip Serum works with your lips' molecular composition to exfoliate, hydrate, and plump. The result? Smooth, and healthy-looking lip skin with undeniable chemistry.

Start Smoothing, without Scrubbing Market research shows Lip Scrubs are the second most popular lip care product after lip balm. Yes - physical scrubs have, and continue to dominate the lip exfoliation category.2 Unlike physical scrubs, the chemical-powered PHA serum exfoliates without friction, working within the surface to gently renew and hydrate your lips over time, for a smoother feel.

The Ordinary wants you to forget what you thought you knew about lip exfoliation and ditch the scrubs. Your lip skin deserves gentle and tailored care, and the brand's new PHA 5% Exfoliating Lip Serum takes just this approach – no abrasion, just nourishing hydration and renewal.

This pink is powerful. This pink product uses these key ingredients to maximise the hydration and renewal of the lips:

Gluconolactone is a Polyhydroxy Acid (PHA) that works to dissolve dead skin cells. Due to their larger molecular weight, this PHA is the gentle giant of acids, providing a softer approach to exfoliation and hydration for the most delicate and sensitive skin.

Alpha Hydroxy Acids A combination of Citric Acid, Malic Acid and Tartaric Acid helps smooth.

The Ordinary Alpha Hydroxy Acids

Rich in antioxidants, this ingredient is responsible for the serum's vivid pink hue, which disappears upon application.

PHA 5% Exfoliating Lip Serum is recommended for use two to three times per week. To use, apply a thin layer onto clean, dry lips in the PM using a clean finger and allowing to dry.

$12.10 CAD | $8.50 USD | £7.60 GBP | €9.80 EUR | $14.60 AUD | $10.20 Int USD | PHA 5% Exfoliating Lip Serum $75.00 HKD | 12,600 KRW | $175.00 MXN | $17.10 NZD | $15 SGD | RM50

1 iMarc Lip Care Products Market Report by Product Type (Non-Medicated, Medicated and Therapeutic, Sun Protection), Distribution Channel (Supermarkets and Hypermarkets, Specialty Retailers, Pharmacies and Drug Stores, Online Stores, and Others), and Region 2025-2033

2 Google Trends: Worldwide Comparison Search
3 GVR: Lip Care Products Market Size, Share & Trends Analysis Report By Product (Lip Balm, Lip Scrub), By Distribution Channel (Hypermarket & Supermarket, Specialty Store), By Region, And Segment Forecasts, 2025 - 2030

Additional information about The Ordinary may be found at:

IG @THEORDINARY 

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THEORDINARY.com

DECIEM is a Canadian-based, vertically integrated, multi-brand company, known as "DECIEM" or "The Abnormal Beauty Company." DECIEM is an industry disruptor with a consumer-focused approach. DECIEM's portfolio includes The Ordinary, an internationally recognised skincare brand renowned for its honestly priced formulations, alongside other skin and body care ranges. DECIEM's range of "functional beauty" brands and products are sold primarily through DECIEM-owned stores and retailer e-commerce partners, as well as its own freestanding stores.

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