The Inkey List has wiped its Instagram feed to mark the launch of a new campaign aimed at “cutting through the noise” of the modern beauty industry.
The ‘No BS’ campaign, which will run for the next several months, was born out of the British skin care brand’s frustration with how overwhelming skin care can feel for consumers today.
“These unrealistic expectations and overcomplicated routines can be paralysing,” Colette Laxton, co-founder of The Inkey List, tells Cosmetics Business.
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