The Inkey List announces new pop-up featuring 'world's first hydrating billboard'

British skincare brand The Inkey List is launching a new pop-up billboard, featuring a "world-first" immersive experience to celebrate its latest campaign. 

The activation will take place at the junction of Quaker Street and Braithwaite Street in Shoreditch, on 9 December.

As part of this, with the AskINKEY team on site, guests will be able to have their skin’s hydration levels tested.

Once their hydration level is confirmed through the brand's device, visitors can enjoy an interactive experience at the billboard by simply pressing a button to activate a tap that will release a free Hyaluronic Acid Serum (30ml).

A select number of guests will also have the chance to win a special token, allowing them to claim a free skincare routine based on their results from the skincare quiz.

There will be an exclusive sneak peek and sample of The Inkey List's latest product too, which launches in January.

The pop-up celebrates the brand's new hydration campaign, following the results of a recent consumer survey where 91% of people are said to have dehydrated skin. Through this, The Inkey List is raising awareness of the importance of hydration as the foundation of skin health.

Colette Laxton, Co-Founder of The INKEY List, told TheIndustry.beauty: "At The INKEY List, we’re all about results-driven skincare - no BS. With 91% of people struggling with dehydration, we’re making 2025 the Year of Hydration. Our ‘Hydrate like your skin depends on it’ campaign is here to show that hydration is the foundation of healthy skin.

"This pop-up isn’t just about products- it’s about shouting from the rooftops that hydration is really the 1st step to transforming your skin health. It’s time to set the record straight on hydration and stop gatekeeping, we are here to make it easy for your skin."

Founded by Colette Laxton and Mark Curry in 2018, The Inkey List was created to help democratise skincare through knowledge, simplify the product INCI list, and offer high performance skincare at an affordable price.