The Ordinary has launched HA + Asiaticoside Lip Treatment, a multi-active lip formulation for immediate plumping and visible age support, and PHA 5% Exfoliating Lip Serum, a gentle, chemical-based lip exfoliator that removes dead skin whilst hydrating and supporting the lip skin barrier, for smoother-looking lips.

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 period. However, research shows the desire for enhancement has not disappeared; it has simply evolved.