The INKEY List Makes Its Debut in All Ulta Beauty Stores Across the Nation
The affordable skincare brand The INKEY List has officially made its debut in all 1,450+ Ulta Beauty stores nationwide and on Ulta.com as of July 13, 2025. This marks a significant milestone in the brand’s U.S. expansion. The UK-based company, co-founded by Colette Laxton and Mark Curry in 2018, is bringing its cult-favorite “NO BS” skincare philosophy to American consumers who are seeking functional, prestige skincare at accessible prices.
The launch includes over 50 products across skin, body, and hair/scalp care categories, all priced at $26.50 or under. Ulta Beauty will exclusively carry several new products, including:
- Glycerin Gentle Purifying Cleanser
- Polyglutamic Acid Dewy Sunscreen SPF 30
- Tripeptide Plumping Lip Balms in three shades
The brand, which has garnered six consecutive Allure Best of Beauty Award wins, utilizes tech-driven tools like its pioneering Skin Quiz and AI Acne Analyzer to provide personalized skincare recommendations.
“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,” said co-founder Colette Laxton.
The brand will also launch a “NO BS Skincare Tour” across the southern U.S. throughout 2025, featuring education classes and custom skin consultations.