INNBEAUTY Project enters UK market with Sephora

Prestige beauty brand INNBEAUTY Project is launching in the UK exclusively at Sephora, marking a major milestone in its global expansion.

The brand will be available nationwide at the beauty giant’s stores and online from tomorrow, 16 July.

Founded in 2019 by industry veterans Jen Shane, a product formulator, and brand builder Alisa Metzger, INNBEAUTY Project was created to offer high-performance formulations at attainable price points.

The brand’s mission is to deliver "transformative" formulas backed by independent third-party clinical studies without compromising on value or efficacy.

Each formulation is developed to target multiple underlying causes of a skin concern, investing an average of $150,000 per product on final clinical testing.

Its 25 SKU assortment is suitable for all age groups and skin types, with hero products including the Extreme Cream, Extreme Cream Eye, and Calm the Red Down.

"INNBEAUTY Project was created to be a multi-generational brand rooted in science. We believe that proven results shouldn’t be reserved for those who can only afford £200+ skincare, and our mission is to enable our customers to build confidence in their skin and have ‘Great skin days at every age’," said Metzger.

"After more than 20 years formulating in the industry, my passion is to push the boundaries of what’s possible in topical skincare. Our formulas are the most potent and highest performing on the market and our uncompromising innovation goes one step further - by sourcing our own ingredients and streamlining our supply chain, we’re able to reinvest in our formulations and deliver more efficacious cutting-edge innovation at a fraction of the price of competitors," added Shane.

The brand's launch at Sephora marks a significant step in its global expansion strategy, bringing its products to UK consumers for the first time on a wide scale.

Sarah Boyd, Managing Director at Sephora UK, said: "We’re thrilled to introduce INNBEAUTY Project to the UK this summer, our third ‘Only At Sephora’ brand launch for the year, a brand that’s bold, inclusive, and rooted in real skincare results.

"Jen and Alisa's clinically proven formulas, attainable price points and vibrant voice is something that we know will resonate deeply with our Sephora UK customers. We’re proud to be the exclusive home of INNBEAUTY PROJECT in the UK and can’t wait for our community to experience this game-changing brand."