The Inkey List

The Inkey List was founded in 2018 by Colette Laxton and Mark Curry with a mission to simplify skincare. Disillusioned by the confusing jargon, overhyped marketing, and often inflated prices in the beauty industry, the duo set out to create a brand rooted in transparency, education, and efficacy. They aimed to make skincare knowledge more accessible by providing affordable products with straightforward ingredients, all clearly labeled and supported by easy-to-understand guidance. Their ethos was not just about what’s in the bottle, but about empowering people to understand their own skin and make informed decisions.

From the beginning, The Inkey List emphasized hero ingredients like hyaluronic acid, retinol, niacinamide, and salicylic acid—single-actives that had long been championed by dermatologists but were often underrepresented in consumer-facing skincare. Unlike many traditional beauty brands, The Inkey List demystified these ingredients, offering concise explanations and pairing them with budget-friendly price points, often under €15. They also introduced the concept of a "recipe builder," encouraging customers to personalize their skincare regimens based on their concerns and goals. This blend of education and customization resonated strongly with a younger, information-hungry audience.

Since its launch, The Inkey List has expanded globally and received industry acclaim for its innovative yet accessible approach. The brand has continued to evolve, introducing more complex formulations and even branching into hair and scalp care, all while maintaining its core values of affordability, transparency, and education. The Inkey List has established itself as a modern skincare leader.