The Ordinary
On October 13th, The Ordinary will launch HA + Asiaticoside Lip Treatment, a multi-active lip formation for immediate plumping and visible age support.
The pursuit of lip plumping has dominated the lip care and cosmetic space for over a decade. From stinging, short-term formulas to viral lip plumping challenges, the category has largely been shaped by the rise of filler culture, with lip enhancement and augmentation becoming one of the most sought-after non-surgical cosmetic procedures.
In 2023, a noticeable shift emerged. Attitudes toward exaggerated volume decreased, initiating The Great Filler Dissolve. A 2025 WGSN Report, in collaboration with The Ordinary, saw that Google searches for 'lip injections' have decreased by -18% year-over-year, with searches for 'permanent lip filler' dropping by -12% in the same time period¹. However, research shows the desire for enhancement has not disappeared; it has simply evolved.
With interest in skin longevity increasing, consumers are moving away from quick fixes and opting towards a proactive, long-term investment in healthy-looking skin. The ever-growing trend of skin longevity is expected to increase +30 YoY², influencing trends across the lip care category where consumers are increasingly seeking a more natural, long-term approach. The current focus is on subtle enhancement of lip appearance—driving the rise of non-injectable hybrids that combine immediate effects with smoothing, conditioning, and rejuvenation benefits³.
As part of this evolution, HA + Asiaticoside Lip Treatment, The Ordinary's latest lip-care launch, is designed to not only deliver instant plumping, but target long-term signs of aging—improving lip definition, shape, and colour over time.
Targeted Lip Ingredients:
At the core of the formula is a multi-molecular HA complex, selected based on ingredient data specific to the biologically distinct nature of lip tissue, rather than facial skin.
Fermented hyaluronic acid helps to prevent dehydration while visibly improving lip definition and reducing the appearance of lip lines over time. Encapsulated hyaluronic acid, chosen for its high molecular weight and hydrating capacity, delivers immediate plumping hydration, with efficacy testing conducted specifically on lip skin.
Testing shows:
- Visibly plumps lips to boost their natural volume immediately
- Reduces the appearance of fine lip lines
- Visibly enhances the natural lip line to define and improve lip shape
- Visibly improves the color and texture of bare lips
- Lips immediately look 93% more hydrated
The formula is further supported by a targeted blend of lip-focused ingredients. Asiaticoside works to support the skin's natural collagen, helping to visibly reduce lip wrinkles, while goji berry extract supports skin components responsible for lip volume.
The result? A non-sticky emulsion that delivers comfortable plumping—without tingling—while enhancing lip contour for a fuller-looking shape. With continued use, it improves the overall appearance of lips, enhancing their natural colour while helping to prevent moisture loss for a smoother, softer finish.
Lip Volume Over Time:
While lip plumping generally refers to temporary changes in skin volume due to the skin's hydration levels, lip volume is inherent and is maintained by a collection of important structural molecules below the skin's surface layers. Over time, these molecules become sparse and/or damaged by both the passing of time and exposure to external factors (such as UV radiation, pollution, smog, etc.) that can generate oxidative stress and inflammation. As a result, the lips lose some of that fullness and volume as you age.
So, how does this show up beneath the surface?
Epidermis (Surface)
Lips lose their natural flush as the number of superficial blood vessels is reduced, while weakened connection between dermis and epidermis leads to a flatter look and less defined lip contours. At the same time, declining ceramides and an altered lip skin barrier composition leave lips drier and less able to hold moisture.
Dermis (Support Layer)
Decreased blood vessel area contributes more to reduction in lip redness, while reduced structural integrity contributes to fine lines and a decrease in lip volume. Collagen content and hyaluronic acid levels drop, further reducing this volume.
Hypodermis (Foundation)
Decreased dynamic muscular support contributes to subtle drooping and changes in lip contour. The role of fat loss is still being explored, pointing to future opportunities in advanced lip care.
Under the skin's surface, age-driven changes in lip structure and surrounding tissues gradually reshape how lips look on the outside. But while skincare alone can’t address every shift, enhancing volume and definition helps bring balance to the appearance of aging lips. With HA + Asiaticoside Lip Treatment, consumers will not only receive this long-term support, but immediate plumping hydration too.
Pricing: HK$86
