Wave goodbye to sugar scrubs and rough textures. The Ordinary has unveiled a fresh take on lip care—its tiniest bottle yet contains its largest exfoliating acid molecule. Introducing the PHA 5% Exfoliating Lip Serum, a science-driven treatment created specifically for lips, designed to shed dead skin while keeping them hydrated and comfortable.
A Fast-Growing Beauty Obsession
Lip care isn’t just a passing trend. The global market for lip products hit USD 2.5 billion in 2024 and is on track to climb to USD 3.6 billion by 2033. Balms, plumpers, and masks may dominate beauty bags, but consumer curiosity has shifted. Search interest in “lip skin” has overtaken “lip scrubs” and “lip serums” in the past year, showing a growing awareness of how delicate this area really is. The Ordinary is stepping in with a formula designed to answer the question: how do we actually look after our lips properly?
Why Lips Need Special Care
The skin on your lips isn’t like the rest of your face. Where your cheeks and forehead have around 16 layers of cells, lips have only 3 to 5. That thinner structure means moisture escapes more quickly, and because lips don’t have oil glands, they can’t naturally replenish hydration. The result? Flaking, cracking, and that uneven texture many of us know too well.
As Joe Basham, Senior Science Communications Manager at DECIEM, explains:
“Because lip skin is so thin, it loses water more easily and doesn’t exfoliate itself efficiently. PHAs offer a gentler way to encourage renewal while giving hydration support—leaving lips smoother and softer over time.”
How the Serum Works
Rather than relying on abrasive grains, this serum uses polyhydroxy acids (PHAs)—acids with larger molecules that work slowly and softly on the skin. They clear away dead cells without causing the micro-damage scrubs can leave behind. Think of it as a kinder alternative that gradually restores lips’ natural smoothness.
Alongside PHAs, the formula includes a blend of alpha hydroxy acids (citric, malic, tartaric) for added refinement, plus antioxidant-rich carrot extract that lends the serum its pink tint before vanishing on contact. Together, they smooth, hydrate, and give the lips a plumped-up, healthy finish.
Scrub-Free Smoothing
Traditional lip scrubs remain popular—the second most used lip product after balm—but the physical rubbing they require isn’t always ideal for fragile lip skin. The Ordinary wants beauty lovers to rethink that routine. Instead of buffing away flakes, this liquid exfoliator does the job invisibly, working overnight to reveal softer lips without friction.
Using it is refreshingly simple. In the evening, apply a thin coat onto clean, dry lips with a fingertip, let it dry, and leave it to work. Two or three times a week is enough to keep lips smooth and conditioned.
Lip products aren’t only functional—they’ve become accessories too, brightening up handbags, vanity tables, and even keychains. The Ordinary’s new serum might come in a petite package, but its promise is significant: a modern, science-based approach to lip care that skips the gimmicks and delivers results.
And at S$15, it proves cutting-edge skincare doesn’t have to come with a luxury-price tag.
The PHA 5% Exfoliating Lip Serum is now available in Singapore at The Ordinary Official Website and Sephora Singapore.
