On the subject of minimalist skincare, it's almost impossible not to mention The Ordinary. The stripped down, ingredient-focused approach of the brand plus its basic yet chic packaging covers the no-nonsense vibe that millennials can't seem to resist—not to mention how affordable everything is, considering the quality of the ingredients they have. That said, with how popular the Deciem label has become, many new beauty brands have tried to follow its footsteps. A new UK-based brand in particular is gaining traction for its The Ordinary-esque approach, and many are already intrigued.
The Inkey List is the creation of former product development employees of Boots, a major beauty brand and drugstore chain in the UK. As reported by Refinery29 UK, the brand is focused on giving people access to premium grade ingredients at an affordable price—no product is currently over £10, or roughly 700 pesos.
"We go further up the supply chain to get the best ingredients direct from the source—the raw material suppliers," Mark Curry of Inkey List says in the 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."
Like The Ordinary, the star ingredients of 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 of 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 low irritation.
Their Instagram takes their hero-ingredient approach even further, posting guides to the ingredients as well as giving advice to specific skin concerns.
Last 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.
Learn more about The Inkey List here.