The Inkey List to Launch at Ulta Beauty

British skincare brand, The Inkey List is known for its affordable, ingredient-focused products, is officially launching at Ulta Beauty, expanding its US retail presence and making its cult-favorite formulas even more accessible to American consumers. The Inkey List’s debut at Ulta Beauty is emblematic of several major shifts in the beauty retail sector. Clean, cruelty-free, and sustainable products are now expected by a majority of consumers, with the global clean beauty market projected to grow significantly in the coming years.

Shoppers are increasingly seeking brands that offer clear, science-backed, and affordable skincare.  Today's beauty consumers are demanding more from their skincare brands—seeking transparency, scientific credibility, and affordability in every product. The Inkey List’s focus on ingredient transparency and education aligns perfectly with this trend, making it an attractive addition for retailers aiming to meet evolving consumer expectations.

The Founding Story

The Inkey List was born in 2018 out of a shared frustration with the confusing, jargon-heavy beauty industry. Colette Laxton and Mark Curry met while working at Boots, a major British pharmacy chain. Mark, a scientist and former healthcare buyer, and Colette, with a decade of product development and marketing experience, saw an opportunity to create a brand that prioritized ingredient education and transparency.

Their mission was simple: to empower consumers with knowledge and provide high-quality skincare at an affordable price. The brand name itself is a play on the “INCI List” (International Nomenclature of Cosmetic Ingredients), reflecting their commitment to clarity and honesty in product labeling.

The Inkey List launched from concept to shelf in just 18 weeks and sold out of its initial stock within a month. The overwhelming demand proved there was a gap in the market for simple, effective, and accessible skincare. Since then, the brand has grown rapidly, amassing a loyal global following and now, with its Ulta Beauty debut, is set to reach even more skincare enthusiasts across the U.S.

What Is The Inkey List Known For?

• Ingredient transparency: The brand is celebrated for its straightforward, science-backed approach, offering single-ingredient or minimal-ingredient skincare that demystifies beauty jargon for customers.

• Affordability: Most products are priced under $15, making effective skincare accessible to a broad audience.

• Customization: The Inkey List empowers customers to build personalized routines based on their unique skin needs, with digital tools and one-on-one support via their “askINKEY” service.

• Clean, cruelty-free formulas: All products are cruelty-free, and many are vegan, with a focus on high-quality, dermatologist-tested ingredients.

Where Is The Inkey List From?

• Origin: The Inkey List was founded in the United Kingdom and quickly gained a global following, especially after its rapid success in retailers like Cult Beauty and Sephora.

Who Owns The Inkey List?

• Founders: The brand was created by Colette Laxton and Mark Curry, both veterans of the UK beauty industry with backgrounds in branding, marketing, and science.

• Current leadership: Mark Curry recently returned as CEO after a brief period of external leadership, while Colette Laxton continues to oversee brand guardianship and consumer direction.

The Inkey List’s launch at Ulta Beauty is a reflection of the broader transformation in beauty retail. Retailers are responding to consumer demand for transparency, affordability, and personalization, while strategically partnering with innovative brands to drive growth and stay competitive in a rapidly evolving market.