This Minimalist Skincare Brand Is a New Addition to Your Beauty Stash
We can definitely see why.
These days, it seems that when it comes to skincare, reliable but no-frills is the way to go. In a market that's saturated with sleek packaging and flashy visuals, it's easy to see why you'd be drawn to more low-key brands that focus on delivering results. The Inkey List is the creation of a group of people who used to work in product development at Boots, a mainstream drugstore chain that has its own line of beauty and skincare in the U.K. As reported by Refinery29 U.K., The Inkey List is focused on giving people access to premium-grade ingredients at an affordable price—no product is currently over £10, or roughly P700.
"We go further up the supply chain to get the best ingredients direct from the source—the raw material suppliers," Mark Curry of The Inkey List says in an interview. "We also focus on the formulations to make them incredible in their own right, keeping the packaging simple and informative (ingredients are labeled clearly on the side) and avoiding huge marketing budgets—there's no BS here."
The star ingredients of The Inkey List's products are clearly printed on the packaging, along with the exact benefits of the ingredient. This way, the customer knows exactly what to expect from the product. Currently, the brand boasts a full 15-product line ranging from serums and toners to exfoliants, featuring popular ingredients like Vitamin C, retinol, hyaluronic acid, collagen, and more at high concentration. The Vitamin C serum, for example, has 30% of the antioxidant in it, and yet it promises optimum results with less irritation.
Their Instagram takes their hero-ingredient approach even further, posting guides to the ingredients as well as giving advice for specific skin concerns.
On August 31, The Inkey List officially launched on beauty retailer FeelUnique, and several products are already sold out. If they continue down this path, it can definitely rival the biggest budget-skincare lines out there. Not only does this kind of branding educate consumers, it also proves that good skincare isn't limited to only one price point.
This story originally appeared on Preview.ph. Minor edits have been made by the Spot.ph editors.