Pure Beauty

The Inkey List enters physical retail with first pop-up shop

By Becky Bargh | Published: 14-Mar-2022

British beauty brand’s debut venture into bricks-and-mortar will pop up in London’s Covent Garden

British beauty favourite The Inkey List has popped up at London’s Covent Garden, UK, with its first-ever own-brand shopping outlet.

As well as a retail destination, the space – which is only open for ten days – is a celebration of the brand’s ‘human-led’ customer service.

Acting as an educational hub, dermatologists and trichologists will be on hand to offer support for customers.

On entry, customers will create a myInkey profile to add their preferred products by scanning QR codes across the six shopping ‘zones’: Clean, Hydrate, Treat, Moisturise, SPF & Scalp.

Visitors’ profiles can also store notes as they peruse the shop and trial products.

A one-to-one skin consultation is also on offer, if booked in advance.

“We are so excited to be launching Inkey’s first-ever pop-up in the heart of London’s Covent Garden,” said Colette Laxton, The Inkey List’s co-founder alongside Mark Curry.

The brand's Hyaluronic Acid product

The brand's Hyaluronic Acid product

“Consumers will experience a phygital personalised journey and for the first time we give consumers in-person access to our askInkey team, the real humans behind our askInkey services.

“They will be there to deliver simple knowledge helping guide our customers on their skin journey every step of the way.”

Opening its doors on 18 March, the James Street outlet will also host competitions, giving shoppers a chance to win exclusive merchandise.

Inkey’s investment

The announcement comes on the back of the challenger brand’s latest investment from Aria Growth Partners in February.

The New York private equity firm is said to have made a ‘significant’ minority investment in the ingredients-led business, which will be used to continue its ‘rapid’ growth.

Laxton and Curry’s brand has seen 600% growth in three years to become a globally known skin care name.

As well as Boots in the UK, skus are also available in Sephora stores across more than 30 countries.

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