The Inkey List is maturing, becoming much more “strategic” in its positioning as the company enters its eighth year in business – all while building on the core principles that catapulted it to success to ensure it transitions into a legacy brand when it hits its teen years.
The Pure Beauty Award-winning skin care brand’s “superpowers” – investment in cutting-edge ingredients, interesting formats, affordability and myth-busting education – will be the drivers for its 2026 growth as it looks to ramp up its awareness in the US, which involves truly winning over the heart of the Ulta Beauty customer.
All while aiming to win more market share in its home market (the UK), launching fresh NPD, investing further in its testing hub concept InkeyLab, and reformulating a hero sku that die-hard shoppers love.
“We are a lot more surgical in 2026,” explains Mark Curry, co-founder and CEO of The Inkey List, a brand he established with business partner-and-now-wife Colette Laxton in 2018.
It is how people know us and probably what our superpowers are – solving a need
“We were kind of spread last year, but now we are decisive on how we really up our awareness in the US as we have been here a while now [first debuting online and in-store with beauty retailer Sephora in 2019].
“We launched into Ulta Beauty last year and outperformed their expectations, which is great, but what we are learning is that they are a different consumer, so we have to learn a different playbook with them.
“And then [we want to] continue to win market share in the UK during difficult times. I always say [nowadays], if you are a founder, you have to be resilient. I joke that you have to be a psycho.
Have you launched an innovative product, brand or campaign in the past 12 months? Then you could be in with a chance of winning at this year's new and improved Pure Beauty Awards 2026. Click here for more information.
“You have to be able to sell the dream and show the success to your community, but at the same time – underneath the hood – [for example, as a founder], you might have multiple people issues, your cash may be running out, like all sorts of shit that is going on.
“Resilience is really the key.”
The Inkey List's Exosome Hydro-Glow Complex serum helped drive core sales in 2025
How The Inkey List remains agile in unstable times
The Inkey List is building on a strong financial footing from 2025, despite the economic and social upheaval experienced throughout the year, especially given the tariffs imposed on businesses by US President Donald Trump, with the brand having to increase its prices.
Despite these curveballs, The Inkey List performed well last year – with
Not yet a Subscriber?
This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.
Subscribe now Already a subscriber? Sign in here.