e.l.f. Beauty's Competitor The INKEY List Partners with Ulta for U.S. Expansion
- The INKEY List is launching at Ulta Beauty on July 13, 2025, expanding its U.S. market presence.
- The brand emphasizes affordable, effective skincare, aligning with consumer demand for transparent beauty products.
- The collaboration with Ulta aims to democratize skincare access for diverse consumers seeking quality solutions.
### The INKEY List Expands Its Reach with Ulta Beauty Partnership
The INKEY List, a UK-based skincare brand known for its commitment to affordable and effective products, announces a nationwide launch in the United States at Ulta Beauty on July 13, 2025. This significant development underscores the brand's rapid ascent in the competitive skincare market, where it has garnered a cult following. With six consecutive Allure Best of Beauty Award wins, including for its highly acclaimed $10 Hyaluronic Acid Serum, the brand has captured the attention of beauty enthusiasts. The INKEY List's motto, "NO BS, just better skin," resonates with consumers who prioritize transparency and efficacy in their skincare choices.
This partnership with Ulta Beauty is a strategic move for The INKEY List, allowing the brand to tap into a broader audience of consumers seeking innovative skincare solutions. The collaboration aligns with the current consumer trend favoring functional and prestige skincare products that are both effective and accessible. Mark Curry, the brand's CEO, emphasizes that this collaboration will significantly enhance their efforts to democratize skincare for U.S. consumers, enabling them to access quality products at prices that remain budget-friendly. The INKEY List's offerings will include a variety of skincare, body, and hair/scalp products, all priced at $26.50 and under, making it a compelling choice for a diverse customer base.
Among the new products to be launched is the Glycerin Gentle Purifying Cleanser, designed to be a non-stripping daily gel cleanser that caters to a wide range of skin types. By providing such accessible options, The INKEY List aims to foster a deeper connection with consumers who are increasingly discerning about their skincare choices. The upcoming launch at Ulta Beauty is not just a business strategy; it represents a commitment to educating and empowering consumers about skincare, further solidifying The INKEY List's position in the market.
In addition to its expansion efforts, The INKEY List has engaged over 10 million unique consumers and sold more than 87 million products globally. This impressive milestone highlights the brand's strong appeal and dedication to delivering value in the skincare industry. As they prepare for the Ulta launch, the brand remains focused on maintaining its core mission of providing high-quality skincare solutions that are accessible to all.
Overall, The INKEY List's partnership with Ulta Beauty marks an exciting chapter in its growth journey, setting the stage for increased visibility and consumer engagement in the U.S. market. As consumers continue to prioritize effective, affordable skincare, this collaboration is poised to enhance The INKEY List’s impact and reach within the beauty industry.
