The Inkey List verdicts.

“I'm looking at you, the Inky List. You know what I mean? Brands like that that every single month seem to have a new launch. And I'm a skeptic. I think really if you're launching so many new products, are you really putting that much thought and attention into any one of them? I don't think so.”

▶3:09

“I like The INKEY List a lot. The INKEY List has some great little basic bits, great affordable brand. They've kind of destroyed it personally. I think they've come along and have that, oh yeah, love it. It's a little bit more of that generation as well.”

▶19:16

“I am impressed the inul list that is excellent to have actives plus make it look invisible on my skin is excellent”

▶11:02

“There is something about the mindset of this aesthetic, the clinical packaging, leading first with the percentages and with the data. Even if they're fluffed up and not really true, they feel sciencey so they must be true, they must be authentic. Brands like The Inkey List lead with all of that first. I'm not saying these are bad brands, I like them a lot. But this type of marketing, this type of aesthetic, really brings in a certain kind of consumer. And this creates a mindset that like, well, my skincare is science-based and your skincare is in a pink bottle. My skincare actually works and your skincare is not really valid. This is more clinical, this has the data behind it, so your stuff's probably not working. There is kind of this argument about what's actually valid and what's actually effective.”

▶8:24

“There are a lot of single ingredient Spotlight especially with Brands like the ordinary and Inky list”

▶30:36

“There are going to be more Brands like the ordinary like bubble like the inky list that create effective high quality and inexpensive skin care”

▶9:09