This New British Beauty Brand Reminds Us of The Ordinary in the Best Way

We've talked a lot about The Ordinary, the innovative skincare brand that offers effective products for a fraction of the price of other brands. How does it do this, you ask? It's simple. If it's retinol you're looking for, it's retinol you get. The same goes for hyaluronic acid or any number of botanical oils. Instead of mixing a lot of expensive skincare ingredients together, it offers potent products composed of only a few ingredients at a time. This innovative process, and the crazy-affordable products that result, basically broke the internet when the brand launched. People couldn't stop talking about it, and it's been a big topic of conversation ever since. 

Well, now there's another brand to add to the conversation. We're talking about British brand The Inkey List, which operates in a similar way as The Ordinary does. It offers a large number of potent skincare products that also happen to be unbelievably inexpensive. Keep scrolling to learn all about the latest brand to majorly disrupt the skincare industry.

If you've ever stared up at a wall of skincare products looming over you, uneasy and overwhelmed, then this brand is for you. The Inkey List calls itself "your beauty translator" since its goal is to "democratize" skincare and make a formerly confusing topic easy and uncomplicated. It prides itself on providing skincare basics made from pure (not to mention popular) skincare ingredients, such as kaolin clay, glycolic acid, retinol, and squalane. Each product is simple and straightforward, with the main ingredient listed on the bottle as its name. The website lists all of the benefits of each product/ingredient so you can easily find what you need. Basically, it's equal parts skincare seller and educator.

For proof of its mantra of skincare simplicity, check out its Instagram, where the brand creates informative posts like this, listing the benefits of various buzzy skincare ingredients like vitamin C, turmeric, lactic acid, and (yes, you guessed it) retinol. 

Even the brand's packaging reminds us of The Ordinary. Each of its formulas are housed in stark black and white bottles, similar to the minimal aesthetic of each of The Ordinary's products. We're not mad; we're not mad at all. In fact, we're excited to see accessible and budget-friendly skincare brands on the rise. Because if there's one thing we've learned from being immersed in the beauty industry, it's that price doesn't always equate to efficacy. 

The Inkey List Turmeric $11

So far, the brand has a total of 15 different products, all of which are available for pre-order now through the brand's UK website. We're most excited for Turmeric, which is made from the very same anti-inflammatory spice that we add to our smoothies. It has a long list of benefits, including brightening and healing the skin along with reducing redness and irritation. This specific product is also formulated with vitamin E to smooth skin and squalane to hydrate and protect it. We literally can't wait to get our hands on it. 

Other products include (but are not limited to) rose-hip oil, vitamin C, retinol, hyaluronic acid, hemp oil, Q10, collagen, and glycolic acid. All of the prices are listed in British pounds, but if you do the math, there's no product that costs more than around $13. Like we said, the brand is crazy-affordable. Now we just have to wait for the pre-order period to end so our products will ship out. Stay tuned for a full review.

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