The INKEY List: A New Addition to Ulta Beauty Stores Nationwide
UK-based skincare brand The INKEY List is set to make a grand appearance across all 1,450+ Ulta Beauty stores and on Ulta.com. This significant move, starting July 13, 2025, marks a major milestone in the brand’s US expansion strategy.
Established in 2018 by Colette Laxton and Mark Curry, The INKEY List has earned a cult following with its straightforward, “NO BS” approach to skincare. The brand provides clinically-proven formulas at prices that won’t break the bank. This commitment to quality and affordability has earned the brand six consecutive Allure Best of Beauty Awards and over 87 million product sales worldwide.
“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 at an affordable price,” says co-founder Colette Laxton.
All products will be priced at $26.50 and under. This includes exclusive launches like the Glycerin Gentle Purifying Cleanser and Polyglutamic Acid Dewy Sunscreen SPF 30.
The brand is also set to launch a “NO BS Skincare Tour” across the southern US. This tour will feature educational events and custom skin consultations. Industry insiders estimate that The INKEY List could reach $200 million in retail sales by 2026, reflecting the growing consumer demand for transparent, ingredient-led skincare.