Brand reviews - BeautyDecoded analysis
Ivy Aïa.
Opinions Ivy Aïa - Doctor's analysis and BeautyDecoders' opinion.
Skincare brand founded in 2017 by BrandFix A/S (Viby J, Denmark), distributed in France since 2019 exclusively in Viby J stores. Normal. Positioning: affordable price (most serums and creams under €10), fragrance-free formulations, An active-focused catalog covering all skin problems. Thirty-six references analyzed - retinoids (retinal and retinol), glycolic acids, peptides, vitamins B/C/D, modern sunscreens. Vegan and cruelty-free. Average score for sensitive skin : -0.07 (median 0) - Overall neutral tolerance profile, an interesting objective data for this price level.
36
References analyzed
2017
Year of foundation (Denmark)
-0,07
Average score for sensitive skin catalog
5,00
Anti-âge max (Retinol & Squalane)
Further information
Analyse a product Ivy Aïa on your skin profile.
The BeautyDecoded application lets you scan any cosmetic product to visualize its suitability for your skin type and needs, based on INCI analysis.
Methodological note. At the time of writing, the BeautyDecoded database only lists’a single user review of the Ivy Aïa catalog (Cleansing Mousse, 4/5). This analysis is based primarily on algorithmic formulation scores and detailed examination of INCI lists of each reference. This page will be enriched as feedback is received on the BeautyDecoded application.
Brand positioning
Clean formulation rare at this price level.
Ivy Aïa offers an unusual formative crossbreed: the budget brand price positioning (the majority of serums under €10) with formulative standards close to dermo-cosmetics (retinal in the main range, octinoxate-free sunscreen with modern filters, almost systematic absence of fragrance, absence of SLES in cleansers). Our exclusive distribution in France via Normal stores partly explains this balance: a short circuit with no multiple intermediaries.
01
Retinal - a rare molecule in the catalog
Visit retinal (retinaldehyde) is the intermediate form between retinol and retinoic acid (tretinoin): a single cutaneous enzyme conversion is required to become active, compared with two for retinol. The literature documents an intermediate clinical potency between retinol and tretinoin. This molecule is mainly used by marques dermo-cosmetics (Avène RetrinAL, Medik8 Crystal Retinal) - its presence at this price level is an unusual formulative fact.
02
Solar with modern filters
Sun Face Fluid SPF50 uses a quartet of new-generation filters: Tinosorb S (photostable broad spectrum), Uvinul A Plus (UVA reference), Uvinul T 150 and Uvasorb HEB (high-efficiency UVB). No octinoxate, no oxybenzone, no octocrylene. This is the most modern suncare formulation identified at this price level, comparable to dermo-cosmetic references.
Editorial reading
«Ivy Aïa is positioned at the crossroads of The Ordinary (documented active ingredients, purified formulation) and SVR (consistent skincare orientation, modern suncare) without achieving the rigorous communication on concentrations imposed by these two marquess. Three objective forces of the 36 references analyzed: Face Serum Retinol & Squalane (anti-aging 5.00 - best score in the catalog), Skin-Improving Face Serum (redness 4.50 - best in the catalog, sensitive skin +2.00 - one of the only products openly compatible with reactive skin), and Sun Face Fluid SPF50 (modern filters without octinoxate/oxybenzone/octocrylene - formulation comparable to drugstore dermo-cosmetics). Three points to watch out for For example, the concentrations of active ingredients are not communicated (this is a limitation for dose-dependent active ingredients such as retinol, retinal and glycolic acid), the packaging for retinoid serums is not airless (an important point for these photo- and oxidosensitive molecules), and Blossom Eye Cream contains fragrance - an exception to the «fragrance-free» positioning.»
Overview
Seven ranges covering all needs.
The Ivy Aïa catalog is organized around seven functional ranges. The retinoid segment (retinal + retinol) is the main formulative differentiator vs. other marques budgets.
| range | Skin target | Product highlights |
|---|---|---|
| Retinoids (Age Defense) | Corrective anti-aging | Age Defense Face Serum (Retinal), Face Serum Retinol & Squalane |
| Acids (AHA) | Blemishes, spots, shine | Glycolic Acid Face Toner, Face Gel Wash Glycolic 2%, Face Serum Glycolic Acid |
| Barrier / Niacinamide | Skin barrier, redness | Barrier Support Face Serum, Skin-Improving Face Serum, Hydra Boost Water Gel |
| Blossom (sweet) | Young / sensitive skin | Blossom Cleansing Mousse, Blossom Eye Cream, Blossom 24H Face Cream |
| Sun (Solaires) | Modern UV protection | Sun Face Fluid SPF50, Tinted Face Fluid SPF50, Sun Body Lotion SPF30 |
| Vitamins (B5, C, D) | Hydration, radiance | Face Serum Vitamin C, Face Serum D-Vitamin, Face Cream Vitamin B5 |
| Peptides / Collagen | Preventive anti-aging | Face Serum Peptides, Face Serum Collagen Booster |
Formulatory deciphering
Six commitments structuring the catalog.
INCI analysis of the 36 products reveals a consistent formulative orientation. These six commitments set Ivy Aïa apart from the average in the budget supermarket segment.
| Commitment | Catalog application | Clinical benefits |
|---|---|---|
| Virtually fragrance-free | Almost all references (exception: Blossom Eye Cream) | No fragrance allergens (Linalool, Limonene, Citronellol) |
| No SLES in cleaners | Replaced by Sodium Lauroyl Sarcosinate + Cocamidopropyl Betaine | Gentler surfactants, better tolerated than SLES |
| New-generation UV filters | Tinosorb S, Uvinul A Plus, Uvinul T 150, Uvasorb HEB | No octinoxate / oxybenzone / octocrylene - modern formulation |
| Accessible retinoids | Retinal (rare in mass distribution) + phospholipid-vectorized retinol | Documented corrective anti-aging at a budget price |
| Vegan + cruelty-free | The entire range - official communication | No identifiable ingredients of animal origin in the INCIs examined |
| Paraben-free / dye-free | Preservatives: Phenoxyethanol + Ethylhexylglycerin | Standard, well-tolerated preservatives |
Formulative limits to be aware of. Visit asset concentrations are not disclosed on product sheets. For dose-dependent active ingredients such as retinol, retinal or glycolic acid, this opacity limits comparative evaluation with clinical references (retinol 0.3-1 %, glycolic acid 8-10 %). The packaging for serums containing retinol and retinal is not airless - This is an important formative detail for these photo- and oxidosensitive molecules, whose efficacy decreases with exposure to air and light.
Compatibility by profile
Who is Ivy Aïa for? objective mapping.
Examination of the 36 references using the BeautyDecoded grid enables us to map coverage by skin profile. Average score for sensitive skin -0.07 (median 0) - overall neutral profile, clearly different from the standard mass-market range.
| Skin profile | Average score | Algorithmic reading |
|---|---|---|
| Sensitive/reactive skin | -0,07 | Overall neutral profile. Catalog majority tolerated. Exclusions : AHAs and retinoids |
| Dry skin | Moderate | Covered by 24h Blossom, Night Repair Moisturizer, HA serums |
| Oily skin / imperfections | High | Very good coverage: Glycolic Acid Toner/Wash, Hydra Boost Water Gel |
| Corrective anti-aging (35+) | +1,99 | Highest score in the catalog: Age Defense (retinal), Retinol & Squalane |
| Preventive anti-aging (ages 25-35) | High | Skin-Improving Serum, Barrier Support, Blossom range |
| Redness / weakened barrier | +0,29 | Skin-Improving Face Serum (redness 4.50) - catalog reference |
| Pigment spots | +1,50 | Several options: Glycolic Toner (4,5), Vitamin C (4,5), Retinol & Squalane (4,7) |
Product overview
Eight flagship products analyzed in detail.
Selection of the eight most representative references in the catalog - covering the Retinoids, Acids, Niacinamide, Vitamins, Sun and Cleansers ranges. Each product is analyzed in detail in the following section.
| Product | range | Sensitive score | Key score |
|---|---|---|---|
| Face Serum Retinol & Squalane | Retinoids | -2,70 | Anti-ageing 5.00 - best catalog |
| Age Defense Face Serum (Retinal) | Retinoids | -2,20 | Anti-ageing 4.80 - imperfections 4.50 |
| Skin-Improving Face Serum | Niacinamide | +2,00 | Redness 4.50 - best catalog |
| Glycolic Acid Face Toner | AHA acids | -2,75 | Blemishes 4.50 - imperfections 3.25 |
| Barrier Support Face Serum | Niacinamide | -0,50 | Anti-ageing 4.00 - barrier + redness |
| Face Serum Vitamin C | Vitamins | 0,00 | Stains 4.50 - sodium ascorbyl phosphate |
| Sun Face Fluid SPF50 | Sun | +1,00 | Modern filters - octinoxate-free |
| Cleansing Mousse | Cleaners | -0,50 | Rating 4/5 (1 user review) - without SLES |
Family 01
Retinoids - Age Defense (retinal) and Retinol & Squalane
Ivy Aïa's main formulative differentiator: the presence of an accessible retinal (an intermediate form between retinol and tretinoin) and a budget-priced phospholipid-vectorized retinol - a rare combination in mass distribution.
Anti-aging retinal serum (retinaldehyde)
Retinal rare in mass distribution
Age Defense Face Serum - Retinal
Retinaldehyde + sodium hyaluronate + glyceryl stearate citrate. Anti-aging score 4,80, imperfections 4,50, stains 4.50 - triple solid action. Sensitive skin score -2.20 - unsuitable. Redness score -6.00 - contraindicated for skin with active redness.
Scores BeautyDecoded
Dry skin
3,15
Oily skin
3,15
Normal to oily skin
3,15
Sensitive skin
-2,20
Anti-ageing / Imperfections / Spots
4,80 / 4,50 / 4,50
Redness
-6,00
⛔ Sensitivity verdict
Not suitable for sensitive skin (score: -2.20). Very gradual introduction mandatory. Not for use on skin with active redness (redness score: -6.00).
Retinal precautions. Usage exclusive nocturne. SPF 50+ mandatory in the morning. Contraindicated during pregnancy and breast-feeding. Introduction: 2 evenings/week for 4 weeks, then gradual increase. Concentration not communicated - 7th INCI ingredient position suggests a likely range of 0.05-0.1 %, consistent with clinical references (Avène RetrinAL).
«Retinal (retinaldehyde) is the intermediate form between retinol and retinoic acid. Mechanism: a single cutaneous enzymatic conversion is required to activate the molecule on nuclear RAR/RXR receptors, versus two for retinol. The literature documents an intermediate clinical potency between retinol and tretinoin, with an overall acceptable tolerance profile (Sorg O, Saurat JH, Dermatology, 2014). The Age Defense formula is minimalist - 14 ingredients, total absence of fragrance and UV filters. The presence of retinal at this price level is an unusual formulative feature: this molecule is still mainly used by marques dermo-cosmetics (Avène, Medik8). Limitations to be aware of: concentration not communicated and non-airless packaging (sensitive to light and oxidation).»
Source: Sorg O, Saurat JH. Topical retinoids in skin ageing: the case for retinaldehyde. Dermatology. 2014.
Verdict - Accessible retinal reference. Sober galenics, unbeatable price for the molecule, opacity on concentration and non-airless packaging to note. Triple action 4.80 / 4.50 / 4.50.
Vectorized retinol serum + squalane
Anti-ageing 5.00 - best score in the catalog
Face Serum Retinol & Squalane
Retinol + squalane + phospholipids + lysolecithin + lactic acid. Anti-aging score 5.00 - the highest in the Ivy Aïa catalog. Score spots 4,70. Sensitive skin score -2.70 - unsuitable. Redness score -6.25 - contraindicated for skin prone to redness.
Scores BeautyDecoded
Dry skin
3,15
Oily skin
3,15
Normal to oily skin
3,15
Sensitive skin
-2,70
Anti-ageing / Spots
5,00 / 4,70
Redness
-6,25
⛔ Sensitivity verdict
Not suitable for sensitive skin (score: -2.70). Very gradual introduction mandatory. Presence of lactic acid as a complement. Not suitable for unprepared reactive skin.
«Formulation combining retinol and squalane - a plant alkane emollient documented to limit transepidermal water loss (TEWL). Retinol is the best-documented anti-aging active ingredient in cosmetology (Kafi R et al., Arch Dermatol, 2007): action on RAR/RXR nuclear receptors, stimulation of collagen synthesis, acceleration of cell renewal. Notable presence of phospholipids and lysolecithin - these ingredients suggest a vectorized delivery system (liposomal or similar) for retinol, designed to prolong activity and limit irritation. The presence of lactic acid (light AHA) at the bottom of the list provides additional gentle exfoliation. Anti-ageing score 5.00 - the highest in the catalog».»
Source: Kafi R et al. Improvement of naturally aged skin with vitamin A (retinol). Arch Dermatol. 2007.
Verdict - Anti-ageing 5.00 (best catalog). Accessible retinol reference with vectorized phospholipid galenics. Documented anti-aging effect, introductory caution mandatory.
Family 02
Glycolic acid - chemical exfoliators
Glycolic acid is the smallest molecule AHA, documented for its surface keratolytic action, its indirect stimulation of collagen at high concentration and its anti-pigmentation action.
Glycolic acid exfoliating toner
Stains 4.50 - pH not communicated
Glycolic Acid Face Toner
Glycolic acid in 4th INCI position (probable concentration 5-8 %) + aloe vera + mannitol + betaine. Score spots 4,50, imperfections 3,25, anti-aging 4,20. Sensitive skin score -2.75 - unsuitable. Redness score -2.75 - not recommended.
Scores BeautyDecoded
Dry skin
0,80
Oily skin
3,15
Normal to oily skin
3,15
Sensitive skin
-2,75
Anti-ageing / Spots
4,20 / 4,50
Redness
-2,75
⛔ Sensitivity verdict
Not suitable for sensitive skin (score: -2.75). AHA chemical exfoliant - gradual introduction mandatory, daytime SPF 50+ photoprotection imperative.
pH not communicated. pH is essential for assessing the actual bioavailability of glycolic acid (optimum pH 3.5-4.0). The opacity of this data prevents rigorous comparative evaluation with clinical references (The Ordinary Glycolic 7 % Toning Solution at pH 3.6, Pixi Glow Tonic 5 %).
«Minimalist formulation of 10 ingredients. Glycolic acid in 4th INCI position indicates a significant concentration (probably 5-8 %). Mechanism: surface keratolytic action by breaking down corneocyte bonds, indirect stimulation of collagen synthesis at high concentration, and anti-pigmentation action by accelerating epidermal renewal (Sharad J, J Cosmet Dermatol, 2013). Presence of soothing aloe vera. Fragrance-free - consistent with brand positioning. Targeted option for oily to combination skin profiles with pigmentation or keratosis problems. To be used as part of a gentle evening peel routine, alternating with retinoids (not on the same evening)».»
Source : Sharad J. Glycolic acid peel therapy - a current review. J Cosmet Dermatol. 2013.
Verdict - Well-dosed AHA in appearance, clean fragrance-free formulation. Stains 4.50. Concentration and pH not reported.
Family 03
Niacinamide & Barrier - Skin-Improving and Barrier Support
Skin-Improving Face Serum has the best sensitive skin score in the catalog (+2.00) and the best redness score (4.50) - the brand's soothing benchmark. Barrier Support Face Serum with niacinamide + vitamin B complex.
Soothing serum panthenol + niacinamide
Redness 4.50 - sensitive skin +2.00 (best catalog)
Skin-Improving Face Serum
Panthenol (provitamin B5) + niacinamide + shea oil + avocado oil + phospholipids. Sensitive skin score +2.00 - suitable, one of the only products in the catalog openly compatible with reactive skin. Redness score 4.50 - best of catalog. Anti-aging score 4.75 - unusual performance for a soothing formulation.
Scores BeautyDecoded
Dry skin
3,15
Oily skin
3,15
Sensitive skin
+2,00
Anti-aging
4,75
Imperfections
1,25
Redness / Spots
4,50 / 2,25
✅ Sensitivity verdict
Suitable for sensitive skin (score: +2.00). A rare profile in the Ivy Aïa catalog - one of the brand's best algorithmic tolerance profiles.
«Formulation centered on panthenol (provitamin B5) in 2nd position - significant concentration - associated with niacinamide, shea oil (Butyrospermum Parkii Oil) and avocado oil. Panthenol is well documented in the literature for healing and soothing the skin (Ebner F et al., Am J Clin Dermatol, 2002). Presence of phospholipids and lysolecithin - delivery system. The presence of lactic acid at the very bottom of the list (< 0.5 %) is for pH adjustment rather than any significant exfoliating action. Fragrance-free, preserved with phenoxyethanol and ethylhexylglycerin. Anti-aging score 4.75 - unusual performance for a soothing formulation, driven by the combined effect of panthenol/niacinamide/oil. A benchmark for skin prone to redness (mild rosacea, mild post-cosmetic procedures, winter).»
Source: Ebner F et al. Topical use of dexpanthenol in skin disorders. Am J Clin Dermatol. 2002.
Verdict - Soothing, anti-redness reference in the catalog. Excellent tolerance profile (sensitive skin +2.00). Unusual versatility (anti-aging 4.75). Redness 4.50 - best in the catalog.
Niacinamide barrier serum + B vitamins
Anti-ageing 4.00 - barrier + redness
Barrier Support Face Serum
Niacinamide (3rd position, ~4-5 %) + biotin (B7) + cyanocobalamin (B12) + avocado oil + gluconolactone (PHA). Anti-aging score 4,00, redness 2,00, stains 3,00. Sensitive skin score -0.50 - slight caution (presence of gluconolactone).
Scores BeautyDecoded
Dry skin
3,15
Oily skin
3,15
Sensitive skin
-0,50
Anti-aging
4,00
Blemishes / Redness
2,00
Stains
3,00
⚠ Sensitivity verdict
Slight caution (score: -0.50). Presence of gluconolactone (PHA) as a complement - gentle exfoliant which justifies slight caution on very reactive skin.
«Complete barrier formulation: niacinamide (vitamin B3, in 3rd position INCI, probable concentration 4-5 %) combined with biotin (vitamin B7), cyanocobalamin (vitamin B12) and avocado oil (Persea Gratissima) rich in essential fatty acids and vitamin E. Niacinamide with 4-5 % is the main active ingredient: the literature documents its action in reinforcing the skin barrier by stimulating endogenous ceramides, regulating sebum, inhibiting melanosome transfer (anti-spot action) and an anti-inflammatory effect (Draelos ZD et al., J Cosmet Dermatol, 2005). It is universally the best-tolerated active ingredient, even for sensitive skin. The niacinamide + B vitamins + avocado oil complex is consistent with the «barrier support» claim. A relevant alternative to Ampoule B3 SVR or Beta-Glucan iUnik for this type of use, at a much lower price. »
Source: Draelos ZD et al. Niacinamide-containing facial moisturizer improves skin barrier and benefits subjects with rosacea. J Cosmet Dermatol. 2005.
Verdict - Complete barrier serum at an affordable price. Anti-aging 4.00. Good basic option for daily routine. Presence of gluconolactone (gentle exfoliating PHA) adds a subtle renewal effect.
Family 04
Vitamin C - Face Serum Vitamin C
Stable derived vitamin C serum (sodium ascorbyl phosphate) - well tolerated, spot score 4.50, good gateway to topical antioxidants.
Serum sodium ascorbyl phosphate (stable vit. C)
Spots 4.50 - sensitive skin 0 (suitable)
Face Serum Vitamin C
Sodium ascorbyl phosphate (3rd position) + kiwi extract + leuconostoc ferment filtrate. Score spots 4,50. Anti-aging score 2,20. Sensitive skin score 0.00 - suitable, fragrance-free, with no identified irritants.
Scores BeautyDecoded
Dry skin
3,15
Oily skin
3,15
Sensitive skin
0,00
Anti-aging
2,20
Blemishes / Redness
0,00
Stains
4,50
✅ Sensitivity verdict
Suitable for sensitive skin (score: 0.00). Fragrance-free, no identified irritants. Sodium ascorbyl phosphate, a stable, well-tolerated derivative of vitamin C.
«The main active ingredient is sodium ascorbyl phosphate (SAP), a water-soluble phosphate derivative of vitamin C in the 3rd INCI position. Advantages: superior stability to pure L-ascorbic acid, pH neutrality, very good tolerance. Documented limitation: requires cutaneous enzymatic conversion by phosphatases to release active vitamin C, which reduces bioavailability compared to L-ascorbic acid at 10-20 % (clinical reference Pinnell 2001). Streamlined 12-ingredient formula. Presence of kiwi extract - rich in natural vitamin C - and leuconostoc/ferment filtrate used as an alternative preservative. Spot score 4.50 consistent with the anti-tyrosinase action of derived vitamin C. Good gateway to topical antioxidants, particularly for sensitive skin that has not tolerated pure L-ascorbic formulations.»
Source: Pinnell SR et al. Topical L-ascorbic acid: percutaneous absorption studies. Dermatol Surg. 2001.
Verdict - Accessible, well-tolerated vitamin C. Stains 4.50. Expected moderate effect compared with pure L-ascorbic acid formulations - suitable for sensitive skin.
Family 05
Solaire moderne & Cleansing Mousse - catalog nuggets
Sun Face Fluid SPF50 is one of the most interesting formulative discoveries in the catalog: modern filters (Tinosorb S, Uvinul A Plus) without octinoxate, oxybenzone or octocrylene. Cleansing Mousse is the only product in the catalog with a user review (4/5).
Sun Care Face SPF50 modern filters
Octinoxate / oxybenzone / octocrylene-free
Sun Face Fluid SPF50
Uvinul A Plus (UVA) + Uvinul T 150 (UVB) + Uvasorb HEB (UVB) + Tinosorb S (photostable broad-spectrum UVA-UVB). Sensitive skin score +1.00 - suitable, fragrance-free.
Scores BeautyDecoded
Dry skin
3,15
Oily skin
3,15
Sensitive skin
+1,00
Anti-aging
2,50
Imperfections
0,75
Redness / Spots
1,00 / 1,00
✅ Sensitivity verdict
Suitable for sensitive skin (score: +1.00). No octinoxate, oxybenzone or octocrylene. New-generation UV filters. Fragrance-free.
Why these filters are modern. Diethylamino Hydroxybenzoyl Hexyl Benzoate (Uvinul A Plus) is a UVA reference filter with a photostable profile. Ethylhexyl Triazone (Uvinul T 150) and Diethylhexyl Butamido Triazone (Uvasorb HEB) are highly effective UVB filters. Bis-Ethylhexyloxyphenol Methoxyphenyl Triazine (Tinosorb S) is a photostable broad-spectrum UVA-UVB filter. No controversial filters: no oxybenzone (documented endocrine disruptor, Kunisue 2012), no octinoxate, no octocrylene (documented benzophenone impurities in aging).
«Daily sun protection remains the most documented anti-ageing preventive intervention - on this criterion, this Ivy Aïa sun cream ticks all the right boxes: modern filters, broad spectrum, no controversial filters, fragrance-free. It's one of the most interesting formulative discoveries in the catalog. Formulation comparable to dermo-cosmetic references (SVR Sun Secure, La Roche-Posay Anthelios) at a much lower price. A relevant alternative to drugstore sunscreens for everyday use, with a view to optimizing your budget».»
Source: Kunisue T et al. Benzophenone-type UV filters and octinoxate in human urine. Environ Sci Technol. 2012.
Verdict - One of the best suncare products available. Modern formulation without dated filters, excellent tolerance profile (sensitive skin +1.00). A relevant alternative to dermo-cosmetic sunscreens at a much lower price.
SLES-free facial cleansing foam
SLES-free - Sodium Lauroyl Sarcosinate
Cleansing Mousse
Sodium Lauroyl Sarcosinate + Cocamidopropyl Betaine + niacinamide + double hyaluronic acid (sodium hyaluronate + hyaluronic acid). Sensitive skin score -0.50 - slight caution (presence of lactic acid). Noticeable absence of SLES - a major point of difference in this price range.
Scores BeautyDecoded
Dry skin
0,80
Oily skin
3,15
Sensitive skin
-0,50
Anti-aging
3,25
Blemishes / Redness
1,25 / 0,75
Stains
2,25
⚠ Sensitivity verdict
Slight caution (score: -0.50). Presence of lactic acid. SLES-free - a strong formulative point compared with the segment average.
«Gentle surfactant base: Sodium Lauroyl Sarcosinate (well-tolerated amino acid anionic surfactant) combined with Cocamidopropyl Betaine (gentle amphoteric surfactant). Noticeable absence of SLES - a major differentiator in this price range. Addition of niacinamide (4th position) and double hyaluronic acid. Presence of lactic acid at the bottom of the list, presumably for pH adjustment rather than exfoliating action. Fragrance-free, phenoxyethanol/potassium sorbate/sodium levulinate preserved. The choice of sodium lauroyl sarcosinate is consistent with a more demanding positioning than the average mass-market product. Comparable to dermo-cosmetic cleansers (CeraVe Foaming Cleanser, La Roche-Posay Toleriane) - similar formulation, significantly lower price.»
User feedback (1 BeautyDecoded review)
«For those who like foam cleansers, it's more than adequate.»
Verdict - Gentle SLES-free cleanser, clean formulation. Rated 4/5 on 1 user review (only catalog reference with a return). Good, affordable alternative to dermo-cosmetic foams.
Market positioning
Ivy Aïa vs four alternatives.
Comparison with three adjacent positions: dermo-cosmetic drugstore (SVR), active-centric entry-level (The Ordinary), and mass-market entry-level (Cosmia). This comparison highlights the formulative and price trade-offs that characterize each positioning.
| Criteria | Ivy Aïa | SVR | The Ordinary | Cosmia |
|---|---|---|---|---|
| Retinoids | ✅ Retinal + Retinol | ✅ Encapsulated retinol | ✅ Retinol | ❌ Absent |
| AHA | ✅ Glycolic | ⚠ Salicylic (BHA) | ✅ Glycolic 7% | ❌ Absent |
| Octinoxate-free solar | ✅ Yes | ✅ Yes | - | ❌ No |
| Fragrance-free | ✅ Quasi-systematic | ⚠ Partial (Sensifine range) | ✅ Systematic | ❌ Fragrance present |
| Concentrations communicated | ❌ No | ✅ Yes | ✅ Yes (systematic) | ❌ No |
| Average sensitivity score | -0,07 | Variable | Variable | -5,39 |
| Average serum price | 6-10 € | 20-35 € | 6-15 € | 8-12 € |
Synthetic reading. Ivy Aïa is positioned at the crossroads of The Ordinary (documented active ingredients, refined formulation) and SVR (consistent skincare orientation, modern suncare). without achieving the rigor of communication on concentrations imposed by these two marquess. Value for money in the retinoid and suncare segments is its strongest differentiating argument. Compared to Cosmia (same segment), the formative delta is very clear Contains retinoids, AHA, modern sun protection, fragrance-free, SLES-free.
Suggested routines
Four routines according to skin profile.
Articulation of Ivy Aïa products according to skin profiles. The consistency of the catalog enables complete in-house routines - from cleansing to photoprotection.
| Profile | Morning | Evening |
|---|---|---|
| Corrective anti-aging (35+) | Face Serum Vitamin C → moisturizing cream → Sun Face Fluid SPF50 | Cleansing Mousse → Age Defense (Retinal) or Retinol & Squalane (2-3 evenings/week as an initiation) → alternate Barrier Support |
| Imperfections, oily to combination skin | Face Gel Wash Glycolic → Barrier Support → Sun Face Fluid SPF50 | Glycolic Acid Toner (2-3 times/week, not the same evening as retinoids) → Hydra Boost Water Gel |
| Sensitive skin / redness | Hydrating Micellar Water → Skin-Improving Face Serum → Sun Face Fluid SPF50 | Skin-Improving Face Serum → Night Repair Moisturizer (avoid Glycolic Acid and Retinoid ranges) |
| Preventive anti-aging (ages 25-35) | Face Serum Vitamin C → Sun Face Fluid SPF50 | Cleansing Mousse → Face Serum Peptides or Barrier Support alternating with Age Defense (1-2 evenings/week as an introduction) |
Key precautions. Any retinoid - retinol, retinal - is contraindicated during pregnancy and breast-feeding. AHAs (glycolic acid) are also not recommended during this period. Never combine retinoids and AHAs on the same evening - cumulative irritation. SPF 50+ mandatory after any acid or retinoid active ingredient.
Frequently asked questions
Everything you need really know.
Where can I buy Ivy Aïa products in France?
Ivy Aïa is distributed in France exclusively in Normal stores since 2019. The brand is also sold in several Nordic countries (Denmark, Sweden, Finland, Norway, Netherlands) via various channels. The official ivyaia.com website does not sell directly in France.
Is Ivy Aïa suitable for sensitive skin?
The average score for sensitive skin in the Ivy Aïa catalog is -0.07 (median 0), a neutral profile overall. The majority of references are well tolerated by sensitive skin, with the exception of the AHA (Glycolic Acid) and Retinoid (Age Defense, Retinol & Squalane) ranges, which require a gradual introduction. Visit Skin-Improving Face Serum (score +2.00) is the catalog reference for skin prone to redness.
What's the difference between retinal and retinol?
Visit retinal (retinaldehyde) is the intermediate form between retinol and retinoic acid (tretinoin). Mechanism: retinal requires a single cutaneous enzyme conversion to become active, compared with two for retinol. The scientific literature documents an intermediate clinical potency between retinol and tretinoin. The presence of retinal in an accessible brand like Ivy Aïa is unusual - this molecule is still mainly used by marques dermo-cosmetics (Avène RetrinAL, Medik8 Crystal Retinal).
Are Ivy Aïa products compatible with pregnancy?
Any retinoid - retinol, retinal, retinyl palmitate - is contraindicated during pregnancy and breast-feeding. This excludes Age Defense Face Serum and Face Serum Retinol & Squalane. AHA (glycolic acid) is also not recommended during this period. Compatible references are : Barrier Support Face Serum, Skin-Improving Face Serum, Hydra Boost Water Gel, Face Serum Vitamin C, as well as the suncare and cleanser ranges.
Are Ivy Aïa sunglasses as good as drugstore sunglasses?
The INCI analysis of Sun Face Fluid SPF50 shows a formulation comparable to dermo-cosmetic references (SVR Sun Secure, La Roche-Posay Anthelios): modern filters (Tinosorb S, Uvinul A Plus), absence of controversial filters (octinoxate, oxybenzone, octocrylene), absence of fragrance. This is one of the most interesting formulative discoveries in the Ivy Aïa catalog, and a strong point of differentiation for the brand.
Is Ivy Aïa vegan and cruelty-free?
According to the brand's official communication, all Ivy Aïa products are vegan (without ingredients of animal origin) and cruelty-free (not tested on animals). The INCI analysis of the references examined is consistent with this positioning: no identifiable ingredients of animal origin in the lists. The brand also claims to be free from added parabens and colorants, a point confirmed by the INCI analysis.
Why does this page have only one user review?
At the time of writing, the BeautyDecoded database only lists’a single user review of the Ivy Aïa catalog (Cleansing Mousse, 4/5). The analysis presented here is therefore based primarily on algorithmic formulation scores and detailed examination of INCI lists of each reference. This page will be enriched as feedback is received on the BeautyDecoded application.
What is the BeautyDecoded application?
BeautyDecoded is a mobile application for algorithmic analysis of cosmetics by artificial intelligence. The application analyzes INCI lists and generates compatibility scores for 80 skin types and profiles. 36 Ivy Aïa products are referenced in the database. It does not constitute a medical consultation, but allows you to objectively select products according to your precise skin profile.
Further information
Analyse a product Ivy Aïa on your skin profile.
The BeautyDecoded application lets you scan any cosmetic product to visualize its suitability for your skin type and needs, based on INCI analysis.
Information for educational purposes only, not a substitute for medical consultation. BeautyDecoded is a cosmetic analysis application using artificial intelligence and is not a medical diagnostic tool. The results presented depend on the user's diligence and skin type. In the event of a skin reaction to a cosmetic product, discontinue use immediately and consult a healthcare professional. This article does not constitute a commercial partnership with the Ivy Aïa brand.
