'We've basically done everything wrong': The Inkey List founders on their journey to success

By Sarah Parsons | Published: 2-Nov-2020
Retail Marketing

After launching their e-commerce website earlier this year, in a candid interview with Cosmetics Business, Mark Curry and Colette Laxton, the British entrepreneurs behind affordable skin care brand The Inkey List, discuss the realities of launching a brand and how they tackled 2020

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Mark Curry and Colette Laxton, co-founders of skin care brand The Inkey List, repeatedly joke about being the "world's worst" entrepreneurs. But nothing could be further from the truth. During a Zoom interview with Cosmetics Business, Curry adds: “We're basically really shit at business, but we fucking work really hard.”

From the outside their self-deprecating humour has little basis. Launched in 2018 with a £40,000 budget, The Inkey List has received support from Unilever Ventures, Sephora, Selfridges, Feelunique, Look Fantastic, Cult Beauty and Boots.

Thanks to its skin care made simple USP, the affordable brand quickly became an influencer favorite and earned

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