founder taps millennial beauty with new online cosmetics brand

Typology will focus on clean ingredients-driven products and sustainable packaging

Chinese entrepreneur Ning Li, founder of, has launched a new online cosmetics brand, Typology. 

“I wanted to do something new now that is established,” Li told Cosmetics Business, “and I decided on cosmetics for two reasons.

One is that I’m amazed by how few consumers buy cosmetics online and the other is, wondering if anyone really still believes all these claims made by brands.” 

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