The Inkey List is a new, groundbreaking range of hero products with an incredible result, ingredient-driven and simple to understand, use and trust: the simple formulas allow you to customize your regime to suit your skin’s ever-changing needs, while the precise breakdown of the ingredients let you know exactly what you’re using, mixing quality and multitasking. For now, they offer a 15-range of products, all mixable and matchable (also according to the clear and useful guide provided by the brand) to achieve the best result possible.
In full Millennial spirit, also, The Inkey List is quite different from “traditional” brands also when it comes to prices and availability. In fact, the products cost like a couple of coffees, encouraging new customers to “give-the-products-a-go” but also making the brand affordable for everyone. They are also wholly cruelty-free and natural, promoting the usage of natural, certified ingredients and boycotting markets where animal tests are mandatory.
With accessible language and prices, The Inkey List reminds us that beauty shouldn’t be secretive and obscure. Let’s shed light together on this amazing new, revolutionary brand that, in just a few months, has taken over the hearts (and bathrooms shelves) of many beauty lovers.
Pills of History
Part of the BE Company, The Inkey List was founded by Colette Newberry and Mark Curry, a duo with a background in beauty buying and product development that, in only 18 weeks, developed and brought to market a revolutionary brand. The launch was super-fast, but so was the reaction of the beauty community, which fell head over heels for the brand in no time, leaving it sold out (and with a long Wait List) on Cult Beauty within the first days from the launch.
But what does the name mean? Well, The Inkey List is an inside-term that refers to that tiny list of ingredients and compositions printed on the back of beauty products: yes, the one you always skip because it sounds like black magic most of the time or, maybe, it stars some strange, fancy synonym to make the ingredient look less “science-y” and more appealing. True to its name, though, The Inkey List is not afraid to call things by their name, in the easiest, most understandable, straightforward way possible. With their ingredients-driven products, which mix high technology to the simplest formula possible to make them customizable, Colette and Mark are taking over the industry!
The Mission of the Brand
The keyword here is accessibility: no big words, no secrets, what you see (and read) is exactly what you get. The 15 products available online are packed with powerful ingredients, from hyaluronic acid to a controlled amount of coconut oil (a percentage high enough to help hydrate your skin but not high enough to clog pores), Vitamin C and caffeine. The Inkey List is also known as “The Beauty Translator” thanks to their forthcoming, clear and easy-to-understand explanation of the ingredients and usages of the products, without exaggerated beauty marketing or obscure language. “If it’s hyaluronic acid we are not going to call it something fancy, we are just going to call it hyaluronic acid,” said Colette Newberry.
You can shop from according to skin type, keeping in mind that each of their product is meant to be “mixed and matched” with others in order to follow the ever-changing needs of the skin, and each product page explains exactly what each ingredient is and how to use it. The best part? Every product in the range is super good and comes at a super good price.
Our favorite The Inkey List Products: The Shining Stars!
Collagen is probably one of the many girl’s best friends, and it helps with dull, aging and stressed skin. This sublimely simple serum has Matrixyl 3000 in it, a peptide that makes the skin plumper, smooth and healthier as it mimics the effect of natural collagen.
Gently patted two times a day on the under-eye, this caffeine-based serum will help to reduce puffiness, dark circles and signs of a stressful lifestyle, making the skin look fresh and well-rested. Thanks to the natural ingredients and the simple but effective formula, it can be mixed with other serums or moisturizers.
With Rosa Canina and packed with essential fatty acids and skin-boosting vitamins, this 100% pure Rosehip Oil works magic on dry skin but is really good for all skin types: it keeps the skin well-moisturized and velvet-soft, evening the texture, minimizing pigmentation and helping with red spots or irritated and sensitive skin.
From the Beauty Translators, here’s a must-have you can’t miss: a slow-release Retinol-based serum, as good as it sounds and as simple as it can be. Retinol (a derivate from Vitamin A) enhances collagen production and the repair process of the cells, for a skin that always looks youthful, bright and healthy.
The perfect serum to prevent and fight dull, unhappy skin and to make the complexion radiant, even and always smooth. Vitamin C is a powerful antioxidant which, just like when present in oranges and lemons, helps to protect skin (and the body) from cold air, environmental pollution and stress. This serum also actively works on enhancing the brightness of the skin, and it’s a must-try especially in winter, but all year long!
This mask will help you fight oily, unbalanced skin and will gently cleanse clogged pores: thanks to its formula, which stars Kaolin and Smectite Clay, this hero-product effectively absorb excess oils, unclogs pores and remove toxins from the surface of the skin. It’s perfect for all skin types, especially when you feel a bit out-of-balance and need a little purifying moment.
A powerful product to prevent skin damage, Q10 works as an antioxidant for protecting the skin and to combat the signs of aging, such as spots or fine lines. This protective facial serum is perfect for all skin types, but especially for the most sensible kinds of skin and for those who need a boost of hydration.
Alpha Hydroxy Acid
This serum helps exfoliate the skin and works on cell turnover, making the skin look brighter and healthier by working to unglue dead skin on the surface. Yes, it gently washes away those dead cells that make our skin look dull, fatigues and less radiant: AHA-based, an acid usually found in food and plants, this serum is perfect to increase cell renewal and fight those ugly spots, signs of uneven skin and to achieve a soft, smooth texture.
Derived from Curcuma and with Vitamin E to smooth the skin, this Turmeric moisturizer helps in the battle against dry skin, keeping our face well hydrated, radiant and smooth every day (frisky winter wind, come at us!)
Due to its anti-inflammatory properties, Turmeric also prevents irritation and red spots, all the reason more to give it a try now that the air is particularly dry and pungent, especially if mixed with urban pollution.