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The Ordinary is launching a brow and lash serum that costs just £12.40

The Ordinary changed the beauty game with its high-performance formulas at entry level prices, and it’s still fighting the good fight. The latest, is a brow and lash serum from the brand that’s designed to promote the look of thicker, fuller and healthier lashes and brows – just without the whopper price tag.

The Ordinary Multi Peptide Lash & Brow Serum launches today for a very reasonable £12.40 and as its name suggests, it’s packed with an impressive line-up of peptides – the dinky amino acid chains that form the proteins our lashes need for growth, length and glossiness. 

It’s great news for those wanting to see what the fuss is about without the investment, since interest in lash serums have exploded in recent years. Sure, it started out as the sort of niche, ritzy beauty product that only the Gwyneth Paltrow‘s of the world would use (see also: dry brushing and cuticle oiling), on account of being time-consuming, expensive and a bit OTT on the beauty admin front.

But it’s been “discovered” in the past couple of years, thanks in part to the pandemic which saw us deep-dive into our skincare and wellness routines when we had nothing else for entertainment. And obvs TikTok has undeniably sold us on the idea of supersizing our lashes with unreal before-and-afters.

At this point, #lashserum has picked up over 160 million views on the video sharing platform as the product’s gone mainstream. Except, of course, for the fact that they remain a pretty big investment. 

Pro makeup artist, Jamie Makeup, whose clients include Kaley Cuoco and Kristen Stewart, rounded up the best lash serums on her TikTok and alongside performing well, the other thing they all had in common was the steep price tag. Sarah Maxwell’s Length Growth Serum costs $68, the iconic Revitalash Advanced Eyelash Conditioner is $150, Grande Cosmetics GrandeLash-MD Lash Enhancing Serum is $68, Lilly Lash Level Up Lash Enhancing Serum is $65 and Rodan & Fields Lash Boost is $155.

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Which is where The Ordinary comes in. The brand’s new formula incorporates some of the ingredients that headline in these serums, including Biotinoyl Tripeptide-1 and Octapeptide-2 (which feature in Revitalash) and panthenol (which features in Grande’s lash serum) to encourage growth, whilst deeply nourishing lashes.

I’ve only been trying it for a couple of days, sketching a thin layer across my lash line and brows in the morning and evening. So far, it’s left the hairs feeling softer. As for thicker, fuller, healthier-looking brows and lashes, I’ll report back. 

For more from GLAMOUR’s Beauty Editor, Elle Turner, follow her on Instagram @elleturneruk

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