Founded by Colette Newberry and Mark Curry, a duo with a background in beauty buying and product development respectively, The Inkey List - an industry term referencing the ingredients listed on a beauty product - launched with 15 affordable products in 2018.

The brand prides itself on going against the commonly complicated world of beauty, helping consumers understand more about their skin so they can make the right decisions. The Inkey List also runs an askINKEY platform, where customers can ask about skincare concerns and products that may be relevant for them.

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