The Inkey List turns community feedback into first co-created skincare launch

The Inkey List has unveiled the third product from its INKEY Lab platform - the Nourishing Rice Milk Toner, marking the brand’s first co-created product developed alongside its community.

Launched last year, INKEY Lab was developed as a "test and learn" platform focused on accelerating product development, exploring emerging ingredient trends and involving consumers more directly in the innovation process.

Products are released exclusively to the brand’s community via CRM channels and TikTok Shop, enabling the company to gauge consumer sentiment, refine messaging and generate interest through limited-edition drops.

The latest launch was inspired by feedback from co-founder Colette Laxton, who asked the community: "If you could create any product next, what would it be?" The initiative generated over 1,000 comments, more than 100,000 social views, and 1,500+ email submissions sharing skincare needs and product ideas.

From this engagement, a selected group of highly active "INKEY Insiders" - customers interested in participating in development - were invited to collaborate.

The co-creation process included open idea submissions, structured surveys, early-stage texture and sensorial testing, Zoom discussions, and feedback gathered via WhatsApp and Instagram Close Friends polls.

The Nourishing Rice Milk Toner was developed in response to requests for a product designed to comfort, hydrate and support the skin barrier. Community input guided every stage of its development, from concept to final formulation adjustments.

The toner features a lightweight, milk-textured formula that absorbs quickly without leaving a sticky or heavy residue.

Key ingredients include RiFirm and a hydrating humectant complex to support the skin barrier and replenish moisture, while Rice Milk and Alpine Willow Herb aim to soothe and calm the skin. With continued use, the toner is designed to leave skin balanced, hydrated, and smoother in appearance.

Laxton describes the initiative as an ongoing effort, noting that future INKEY Lab launches will continue to involve the Insiders community, with plans to expand participation over time.