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By Kim at Havdis AI News Team, approved by Andreas Lyhammer
Cosmetics Business
The Ordinary opens 'playful' PDRN pop-up highlighting viral ingredient in first-ever eye cream
Original article
Image: Cosmetics Business
The Ordinary, owned by Estée Lauder Companies, has opened a three-day pop-up event in London's Covent Garden to mark the launch of its first eye cream, the Lacto-PDRN 4% + B9 Eye Cream. The "PDRN: Off The Hook!" activation runs 11–13 September at The Stables Unit X and includes interactive games, installations, one-to-one skin care consultations and photo opportunities, aimed at explaining the ingredient PDRN to visitors. According to the brand, its version of PDRN is vegan and produced via a biotechnology approach involving fermentation of the probiotic bacterium Lactobacillus rhamnosus, rather than being derived from animal. The eye cream is described by the brand as targeting signs of ageing around the eyes, with claimed firming and smoothing effects. Entry to the pop-up is free.
“a playful spin to one of skin care's most talked-about ingredients”
Our view
A large global brand dedicating a consumer event to PDRN reflects the ingredient's growing visibility well beyond its original K-beauty following. Activations of this scale point to rising mainstream adoption and consumer curiosity around PDRN as a category, which is a notable signal for formulators and brands working with marine-derived and biotech ingredients more broadly.
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