The INKEY List Announces Launch into Ulta Beauty

The 'NO BS' skincare brand offering innovative, yet affordable, knowledge-driven solutions, levels up its US retail footprint with nationwide rollout at Ulta Beauty

NEW YORK, July 8, 2025 /PRNewswire/ -- The INKEY List, the global skincare brand that has transformed the category with its innovative and efficacious ingredient-led formulas, announced today that the brand will be launching into all Ulta Beauty stores and Ulta.com on July 13, 2025, marking a significant milestone in the brand's growth.

Based in the U.K. and co-founded in 2018 by Colette Laxton and Mark Curry, INKEY's portfolio of skincare has quickly reached cult status in the US, garnering six consecutive Allure Best of Beauty Award wins since launch for heroes including their $10 Hyaluronic Acid Serum. Optimizing their tech-led, data-driven tools including the pioneering Skin Quiz and AI Acne Analyzer, the brand has far surpassed 10 million unique consumer interactions and sold over 87 million products globally, all while innovating at a remarkable rate based on their own real-time community insights.

"When we created the brand, we set out to democratize skincare by way of education, efficacy, price, and accessibility," notes INKEY CEO/co-founder, Mark Curry. "Partnering with Ulta Beauty, a pillar within the beauty landscape, brings us significantly closer to that goal in the US. We couldn't be more thrilled to finally bring INKEY to the Ulta Beauty guest and fuel our brand proposition to a greater US audience."

The partnership between INKEY and Ulta Beauty comes at a significant time as American consumers search for functional, prestige skincare that's accessible. INKEY will be bringing a range of products across skin, body, and hair/scalp care to the Ulta Beauty assortment– all of which are $26.50 and under. The retailer will also be exclusively launching new INKEY products such as the Glycerin Gentle Purifying Cleanser, a non-stripping daily gel cleanser that supports the skin barrier; Ulta Beauty will also exclusively carry the brand's Polyglutamic Acid Dewy Sunscreen SPF 30, the brand's multi-Allure Award winning sun care solution that primes skin for makeup and powerfully hydrates, as well as the Tripeptide Plumping Lip Balms ($14) in Berry, Mocha, and Pink.

"We're incredibly excited to launch The INKEY List at all Ulta Beauty stores nationwide, and on Ulta.com this summer," said Penny Coy, Senior Vice President of Merchandising, Ulta Beauty. "Our guests are constantly looking to upgrade their skincare routines, especially as these daily rituals become a form of self-care. As the nation's largest beauty retailer, we want to ensure our assortment reflects their beauty needs and goals, which is why The INKEY List is the perfect addition to our growing assortment. A key differentiator for the brand is their commitment to education, ingredient transparency, accessibility, and personalization. These shared values are ones our guests prioritize, and we are thrilled to be a part of the brand's next chapter of growth to reach even more beauty enthusiasts of all ages and generations in the U.S. We look forward to welcoming new and existing brand fans to shop their best sellers, award-winners and exclusive launches, this summer and beyond."

On July 7, INKEY launched to Ulta Beauty's Platinum and Diamond members to shop online for 24 hours only; these are the most engaged guests of Ulta Beauty's Rewards Program which now reaches over 45+ million members. In the weeks following, INKEY will be rolling out a 'NO BS Skincare Tour' across the southern US for the remainder of 2025; the tour will include Skincare Support Club in-store events featuring NO BS skincare education classes with Laxton & Curry, as well as custom skin consultations with the askINKEY team.

"Our motto is NO BS, just better skin," said INKEY co-founder, Colette Laxton. "Our mission is to empower people to make the best decisions for their skin, and to give people access to the best clinically proven formulas, and unbelievably high-quality ingredients at an affordable price – such as a plant-derived exosome treatment for just $22. That being said, what truly excites me with the Ulta Beauty expansion, is bringing a whole new community of people into the fold to discover INKEY, and to have them start their skincare journey with us -- whether they are curious or confused."

The INKEY List will be available to shop in all 1,450+ Ulta Beauty stores nationwide and Ulta.com starting July 13, 2025, with the assortment ranging from $7.00 - $26.50.

About INKEY:
NO BS, just better skin. That's INKEY. Founded in 2018 in the UK by Colette Laxton and Mark Curry, The INKEY List was born from a belief that better knowledge powers better decisions. A brand on a mission to simplify skincare for the masses, they exist to break down complicated beauty jargon and empower their community with the knowledge they need to make the right decisions for healthy skin. From single ingredient-led skincare, to 24/7/365 askINKEY and AI skin-scanning services, INKEY is science-backed, results-driven and community first – all without breaking the bank. @theinkeylist

For further information about INKEY, contact:
Lara Casse | [email protected]

SOURCE The INKEY List