The Inkey List launches campaign to champion skincare transparency

The Inkey List has launched a new campaign to provide knowledge on skincare products and ingredients, to help consumers make more informed decisions around their skincare purchases. 

The 'Why Pay More?' campaign aims to help consumers understand what they should and shouldn’t be paying for, so they can make smart money choices.

The Inkey List has created a Performance vs Value vs Ingredient index, reviewing its competitor’s products against its own to "shout about the true efficacy and value the brand's products deliver".

The brand hopes the campaign will spotlight transparency and create conversations around value hacks. Further helped by the recently revealed skincare cost gap search engine, which helps consumers find price and ingredient comparisons.

The Inkey List was created in 2018 to help democratise skincare through knowledge, simplifying the product INCI list and offering high performance skincare at an affordable price.

Colette Laxton, Co-founder of The Inkey List, said: "We were so sick of the BS marketing that plagues the industry - hidden percentage levels and ‘complexes’ created to hoodwink the customer. We believe that now, more than ever, we need to lift the ingredients lid so customers can make informed choices about their skincare.

“Empowering and democratising skincare through knowledge is what we stand for, and a tool like this puts the power back into the hands of the shopper and that can only be a good thing.”