The British brand The Inkey List launched in 2018 taking us all by storm with their personalised skincare options, affordable ranges, effective ingredients and more recently, a haircare range.

Launched by Colette Laxton and Mark Curry, The Inkey List has recently collaborated with skincare junkie Hyram. Launching a range ironically branded “The Change Maker kit”. However, this product is now unfortunately out of stock, however, you can select “email me” when this perfected routine set comes back in stock.

Founded on the principle that better knowledge powers better decisions, we felt that a chat with the founder was a must! We were lucky enough to catch up with Colette to answer some of your burning questions. Here’s what she had to say..

  • What inspired you to create The Inkey List?

Despite there being many beauty brands and thousands of products in the market, we felt there was far too much confusion in the world of skincare. We could see that consumers were turning to each other for support in online forums because brands just weren’t doing a good enough job of educating them. The need was clear, create a brand with the sole purpose of helping to make skincare understandable, and easy to use. Driving knowledge in every way we could, to help consumers to empower themselves to make more informed choices.

  • What’s your favourite product?

It has to be our Hyaluronic Acid serum. We have incredible, innovative ingredients which are really game-changing. Therefore, I always come back to Hyaluronic acid as the cornerstone to hydrated (and therefore healthy) skin – for everyone. It is such an easy addition to your routine, our non-tacky formula is perfect after cleansing on to damp skin, my skin always thanks me for it!

  • What’s your mission statement for INKEY?

We believe Knowledge is your most powerful ingredient. And, we want to empower as many people as we can through the beauty of knowledge. For them, their skin and hair, and for the world we live in.

All skincare lovers will be thrilled to know that a skincare recipe builder can be found on The Inkey List website. Find it here! The recipe builder gives you the opportunity to discover your perfect skincare routine in a few steps, genius right?

In their first campaign created back in 2020. Real customers with real experiences were presented in an ‘asking INKEY’ campaign video. Seen on TV, social media, OOH and more. This campaign gave new and existing customers the opportunity to trial products and discuss their thoughts and results! A brave yet transparent method of marketing. If you would like increased knowledge surrounding skincare and haircare, great efficacy and great prices. Why not try them out for yourself?

Let us know how you get on @stylecartel on all social platforms!