TheIndustry.beauty Awards Winners' Interview: Colette Laxton, co-founder, The Inkey List

In this series, TheIndustry.beauty continues to celebrate the achievements of the winning brands from TheIndustry.beauty Awards 2025 through a collection of dedicated interviews.

With the Awards dedicated to 'The Innovators' of the industry, we set out to uncover the forward-thinking strategies behind their success. From our winners, we discover everything from the importance of innovation and the trends influencing the next wave of beauty to the biggest opportunities and challenges facing the sector today.

Founded by Colette Laxton and Mark Curry, The Inkey List was created to help democratise skincare through knowledge. Built on the belief that "better information drives better decisions," the brand supports consumers through its products, askINKEY service, and various other activations.

Its Exosome Hydro Glow Complex was recognised for New Product: Skincare (Mass) at TheIndustry.beauty Awards, earning high praise from industry judges. In this exclusive interview, Laxton discusses the award-winning product, how the brand balances affordability with efficacy, the trends influencing the next wave of beauty innovation, future ambitions, and more.

What are the core values that drive The Inkey List, and how are they reflected in the business?

At Inkey, everything stems from one belief: knowledge powers change. We bring that to life through transparency (clear education and straight-talking claims), and accessibility (incredible science backed formulas at accessible prices). Those values define everything we do and how we talk to our community.

The Inkey List has built a reputation for high quality skincare at accessible prices. How do you balance affordability with efficacy?

We start with the skin result and build backwards. That means proven actives at smart concentrations, rigorous testing, and functional packaging - no unnecessary extras. We partner closely with suppliers and scale efficiently so we can deliver clinical level performance at a price people can sustain. But, even after seven years, it never gets easier to achieve!

How do you identify gaps in the market and turn them into consumer loved products?

We're obsessive listeners. We utilise insights from our askINKEY skin expert team to understand what consumers are talking about, and we align these community questions with dermatological expertise and emerging ingredient tech. When we spot a clinical trend that isn’t yet accessible or clearly communicated, we translate it into a simple, safe, and credible solution, then we prototype fast, test hard, and launch with education that makes it easy to use. Simple!

The Exosome Hydro Glow Complex won at TheIndustry.beauty Awards. What set it apart for judges and consumers?

Three things. First, the science: we use plant-derived exosomes supported by barrier-loving hydrators and peptides, bringing next-gen delivery into everyday skincare. Second, visible results at an accessible price: glow and impact you can see and feel. Third, clear storytelling: exosomes are a new ingredient class so it was our job to take consumers on the journey.

What’s the significance of winning New Product: Skincare (Mass) for the Exosome Hydro Glow Complex?

It validates our mission to make skincare innovation truly accessible. Being recognised in the mass category proves consumers don’t have to choose between cutting edge and affordable, and personally I am so proud of the formula and the impact it’s had on my own skin.

Exosome Hydro-Glow Complex

Can you share insights into the development process? What were your priorities for performance and user experience?

Safety and compliance came first - especially with exosome-related technology. From there, we evaluated the formula as a whole, focusing on both instant glow and long-term texture support. We obsessed over the texture: it had to be lightweight, non-sticky, and free from pilling - because the best formula is the one you’ll use every day."

What are the biggest opportunities and challenges in beauty today?

I think there is a huge opportunity in translating cutting-edge innovation and smarter diagnostics into daily routines - including the use of evolving AI for personalisation. Challenge wise, consumer expectations are higher than ever, while costs continue to rise for brands. So, delivering high-spec formulas that offer value in a cost-of-living context - without compromising on proof - is only going to get harder.

What does it mean to be an innovator in beauty right now?

For me, innovation is evidence with access. It’s not just novel molecules, it’s turning complex science into routine-ready products with honest claims and education to support.

What trends are influencing the next wave of beauty innovation?

The at-home beauty tech market converging with high performance topicals is one to watch, alongside the role of biotech and enhanced delivery systems. Couple that with the changing mindset of the consumer as they navigate the overload of content and products - it’s a very interesting time to be in beauty!

How does The Inkey List maintain leadership and stay ahead of consumer needs?

We listen fast and test faster. Tight feedback loops - from community to lab to retail - let us iterate quickly. We lead with proof and education, and our B Corp framework keeps us focused on long-term trust over short term noise.

What can customers expect from The Inkey List over the next year?

More innovation built with the consumer at heart, alongside tools that make routines simpler and more personal. We’ll stay transparent on claims and pricing as we continue to scale - no BS, just better skin!

TheIndustry.beauty The Innovators Awards will be back for 2026. Find out more at theindustry.beauty/awards. For sponsorship enquiries, please email partnerships@theindustry.beauty.