INNBEAUTY Project Launches in the UK
INNBEAUTY Project- a clinically driven, results-oriented skincare brand and one of the fastest-growing names in the U.S. market - will officially launch in the UK exclusively at Sephora on 16 July 2025. The brand will be available nationwide across Sephora UK’s brick-and-mortar locations, including London White City, Manchester, Liverpool, and online at sephora.co.uk.
Founded in November 2019 by industry veterans Jen Shane, a leading product formulator, and Alisa Metzger, an award-winning brand builder, INNBEAUTY Project was created to address a critical gap in the skincare landscape: clinically proven, high-performance formulations at attainable price points. The brand’s mission is clear - deliver transformative formulas backed by independent third-party clinical studies without compromising on value or efficacy.
Each INNBEAUTY formula is meticulously developed to target multiple underlying causes of a skin concern, featuring 8, 9, 10+ clinically validated active ingredients - far exceeding the industry norm of 1–3. The brand invests an average of $150,000 per product on final formula clinical testing, setting a new benchmark for quality and transparency in skincare. The brand’s 25 SKU assortment goes above and beyond the hype of a single ingredient delivering potent, multi-corrective solutions that resonate across age groups and skin types.
Alisa Metzger comments “INNBEAUTY Project was created to be a multi-generational brand rooted in science. We like to say - if you have a skin concern, we have a clinically proven solution for you, regardless of your age or skin type. We believe that proven results shouldn’t be reserved for those who can only afford £200+ skincare, and our mission is to enable our customers to build confidence in their skin and have ‘Great skin days at every age’. I have seen that when a customer is struggling with a skin concern and finds a product that works, it changes their routine. When they find a product that works and is within budget, it changes their life.”
“After more than 20 years formulating in the industry, my passion is to push the boundaries of what’s possible in topical skincare. Our formulas are the most potent and highest performing on the market and our uncompromising innovation goes one step further - by sourcing our own ingredients and streamlining our supply chain, we’re able to reinvest in our formulations and deliver more efficacious cutting-edge innovation at a fraction of the price of competitors.” shares Jen Shane .
INNBEAUTY Project has rapidly gained market share in the U.S. by outperforming established players.
Delivering truly transformative results, INNBEAUTY Project’s formulas continue to outperform industry standards – and customers are taking notice. Since its March 2025 debut, Extreme Cream Eye has become the #1 eye cream at Sephora North America, selling out three times due to unprecedented demand. In parallel, Extreme Cream, now ranked the #3 moisturizer at Sephora North America, has sold over 750,000 units within its first year, with a 40% DTC repeat purchase rate within 45 days. These milestones reflect the brand’s ability to meet real skincare needs with clinically effective, high-performance formulations empowering a new generation of customers to feel confident in their skin.
Available now exclusively at Sephora.
