ELLE (Canada) - - BEAUTY -

“HAVE YOU HEARD OF POLYGLUTAMIC ACID?” asks Co­lette New­berry, co-founder of new Bri­tish skin­care brand The Inkey List, named for the pho­netic pro­nun­ci­a­tion of INCI, the acro­nym for In­ter­na­tional Nomen­cla­ture of Cos­metic In­gre­di­ents. We had not. But the in­gre­di­ent, a su­per-hy­dra­tor you’d usu­ally find in “a crazy-premium brand,” is to be the star of the next prod­uct churned out of the brand’s speedy 12- to 18-week pro­duc­tion cy­cle. In the vein of De­ciem’s The Or­di­nary and Mar­cia Kil­gore’s Beauty Pie, The Inkey List of­fers low-cost, low-frills skin­care that fo­cuses on the in­gre­di­ents rather than the mar­ket­ing. This com­mit­ment to ac­ces­si­ble price points is how the line wound up on Cana­dian shelves be­fore any­where else in the world—re­tail­ers else­where wanted fancier pack­ag­ing. Here’s to know­ing a good thing when you see it.

The Inkey List Retinol Serum ($13), Gly­colic Acid Liq­uid Toner ($13), Turmeric Face Mois­tur­izer ($13), Col­la­genSerum ($11), Caf­feine Serum ($10) and Vi­ta­min C Serum ($13). For de­tails,see Shop­ping Guide.

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