The Inkey List has unveiled a new “test and learn” platform, InkeyLab, designed to bring next-generation ingredients to market quickly.
InkeyLab will deliver a stream of products – working to an “agile” three-to-six-month development timeline – tested by an exclusive group, enabling the skin care brand to test both innovation and consumer sentiment before betting big on any new NPD.
InkeyLab innovations will be released into the market in limited quantities to a select community, known as ‘Inkey Insiders’, with the primary objective to build a community loop on innovation that connects voting, feedback, education, and loyalty.
Successful skus could potentially enter The Inkey List’s main NPD pipeline, ensuring the skin care brand “invests in the right bets alongside its retail partners”.
Colette Laxton, co-founder of The Inkey List, told Cosmetics Business that the company has always been “obsessed with ingredient innovation and delivering to the market fast and accessibly”, which is why InkeyLab was the natural next step in its journey.
“InkeyLab is taking our innovation spirit and delivering [it] in a new way – even faster and with our community at the heart, co-creating with us,” said Laxton.
“We have a strong relationship with raw material suppliers, and have a huge funnel of ideas and ingredients we are interested to pursue.
“InkeyLab is expediting what we do best, and we ensure our products are safe and effective, but can be delivered even quicker.
“Our consumers are the ultimate advocates, which is why InkeyLabs is truly ‘launched by you for you’.
“Then, couple that with how we work with our manufacturers continually on new textures and bases, meaning that the lab process can be quick, agile and reactive.”
How InkeyLabs’ product development works
InkeyLab’s decision-making process for innovation is both “data-driven and community-led”.
Firstly, it comprises extensive trend monitoring, with The Inkey List utilising TikTok and wider market data to understand new ingredients and skin goals.
Secondly, all launches are truly community-led, meaning customers help decide what the brand should create and participate in testing, “becoming the ultimate advocates”.
Loyalty in the community is strengthened by rewarding the
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