INNBEAUTY Project Launches in the UK

InnBeauty Project, one of the fastest-growing beauty brands in the US, has launched in the UK, exclusively at Sephora.

Founded by beauty industry veterans Alisa Metzger and Jen Shane in 2019, InnBeauty Project was born out of a shared mission to create accessible, clinically backed skincare for every age. Metzger, a former marketing executive at L’Oréal and Coty, brings global brand expertise. Shane, who formulated several launches for Tatcha and BareMinerals, now leads innovation.

Since its debut, the brand has gained traction across the Atlantic, building a loyal following for its science-led formulas that offer the benefits of clinical-grade skincare without the high price tag.

“The UK has been asking for InnBeauty Project long before we arrived,” Metzger told BeautyNewsDaily. “We’ve seen consistent demand across our social channels, through DMs, comments, and customer emails, which made it clear that the UK consumer is not only aware of the brand but actively wants access to it.”

She added: “Expanding into the UK is a pivotal moment for InnBeauty Project as we bring our clinically backed, high-performance skincare to a new and highly engaged international market. We see a significant opportunity to fill the white space between efficacy and accessibility, offering products that deliver real, measurable results without the luxury price tag.”

The brand’s formulas are developed to target multiple underlying causes of a skin concern, with each combining more than eight clinically active ingredients — far beyond the industry standard of just one to three. Every formula undergoes rigorous third-party clinical testing, with an average investment of $150,000 per product.

“The UK consumer is smart, ingredient-savvy, and eager for innovation that doesn’t compromise on science or value,” Metzger explained. “That’s exactly where InnBeauty has a competitive edge. Every product is validated through independent clinical trials, yet remains priced at an unmatched value, proving that high-performance skincare doesn’t need to cost over £100.”

The brand is launching in the UK with its full 25-product range. Hero products include:

• Extreme Cream: As Sephora North America’s third best-selling moisturiser, this next-generation formula boasts a unique reverse-emulsion texture that leaves skin instantly glowing. Powered by 2% bio-retinol, 3% lifting peptides, and a trio of barrier-boosting ceramides, it visibly firms, plumps, and contours sagging skin while smoothing deep-set lines. Clinically proven to increase hydration by up to 133% over six weeks, it delivers results without compromising on comfort.
• Extreme Cream Eye: A category leader at Sephora North America, this clinically proven formula addresses every visible sign of ageing around the eyes — from sagging lids and puffiness to deep wrinkles and loss of firmness. Powered by a targeted blend of lifting peptides, bio-retinol, and fermented amino acids, it works to visibly firm, sculpt, and smooth the eye area for a fresher, more lifted appearance.
• Calm the Red Down: A targeted treatment designed to soothe flushed, reactive skin. Housed in a smart dual-chamber pump, this two-in-one formula fits seamlessly into any AM or PM routine. One side dispenses a targeted barrier-repair serum powered by 5% azelaic acid, hexapeptide-9, and cica stem cells to address the root causes of redness, from inflammation to histamine response. The other delivers a lightweight, hydrating redness corrector — a formula that visibly neutralises blotchiness and evens skin tone without the need for heavy coverage.

Priced between £18 and £54, each product is vegan, cruelty-free, dermatologist-tested, hypoallergenic, non-comedogenic, and free from fragrance.

Beyond performance, InnBeauty Project is committed to driving change through sustainability. The brand has partnered with rePurpose Global to become a certified plastic negative brand and is actively working to reduce its future use of virgin plastics. As part of this partnership, it is committed to removing two units of nature-bound plastic waste from the environment for every product sold, funding the collection of 17,100 lbs of low-value plastic from oceans and landfills each year.

InnBeauty Project is now available exclusively at Sephora UK and sephora.co.uk. US customers can find the brand at Sephora US, sephora.com, and innbeautyproject.com.

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