L'Oréal Paris Hydra Genius Aloe Water

Lately we've been seeing one word over and over again – Hydration. With no-makeup trend on the rise, beauty starts with silky smooth skin. Hydration, which is a key to natural, healthy glow, is having a major moment in skincare right now, as Western cosmetics brands are tapping new sources of inspiration from Asia.  

The house of L’Oréal is the latest beauty brand to tap into the Asian craze for liquid skincare.  In April 2017, L’Oréal adds to its Hydra Genius collection, which has been developed in line with a liquid skincare trend that focuses on the fresh, dewy look promoted by Korean beauty bloggers and Asian brands.

L’Oréal’s upcoming launch, named Hydra Genius Aloe Water is a featherweight fluid that instantly melts on contact with the skin to provide a sensation of freshness and continuously moisturize for no less than 72 hours. According to L’Oréal, liquid care is much better than conventional skin cream because it penetrates the skin immediately and provides it with moisture, without stickiness or any greasy residue.

The fluid is formulated with natural hydrators such as aloe vera and hyaluronic acid, two water-locking ingredients. Pure aloe vera sap, rich in essential minerals, helps maintain skin’s water reserves, while hyaluronic acid, which can hold 1000 times its weight in water, binds moisture and revitalizes skin’s outer layers. Hydra Genius Aloe Water acts like a booster of water for the skin, it refreshes, recharges, and leaves the skin feeling soft, and with a healthy glow.

L’Oréal Hydra Genius Aloe Water should be used daily, morning and evening, instead of a moisturizer. For even more hydration, apply after a serum. The product comes in a 70ml glass bottle with a pump dispenser, and in three different variants: for normal to combination skin, for normal to dry skin, and for sensitive skin. The product is already available on some European markets, where it retails for 9,90 €. Global launch is expected by the end of the month.

In addition, L'Oréal Paris has named twenty-four-year-old model Maria Borges as its new face. The supper model is announced as the star of the brand’s latest skincare range Hydra Genius and the upcoming Matte Obsession campaign.

Products mentioned in article

L'Oréal Paris Hydra Genius Aloe Water

Marina Milojević

Marina Milojević is a senior editor at Fragrantica. She’s been a member of the team since 2010. Marina writes for BeautyAlmanac and Luxois, ...(more)