Exclusive: iNNBeauty Project makes UK debut via Sephora with aim to create new skin care 'gold standard’

By Lynsey Barber | Published: 14-Jul-2025
Skin Care

Alisa Metzger and Jen Shane, founders of iNNBeauty Project, plan to replicate the brand’s US success in the UK market, and have innovations  in the pipeline to fuel this

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US beauty brand iNNBeauty Project is launching into its first market outside of North America, making its UK debut exclusively via Sephora stores and online this week (16 July).

Founders of the value-driven skin care business, Alisa Metzger and Jen Shane, told Cosmetics Business that the expansion is due to demand, with regular requests from UK fans wanting to get hold of its bestselling range.

“It is the market that we get [the] most requests for,” said Metzger, who previously worked at beauty giants such as L’Oréal, Procter & Gamble (P&G) and Coty, as well as smaller brands such as Rituals and Tula.

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