Founded in the UK in 2018, The Inkey List now offers its affordable, effective, "knowledge-powered" skincare in the US, Europe, and Australia.
The idea behind the brand is to help consumers understand the ingredients in their skincare products. It empowers them to make the right purchasing decisions for their unique needs.
It's often compared to Deciem's The Ordinary. The latter was founded in Canada in 2013 and is famed for its simple, no-nonsense approach to skincare. (The Ordinary is owned by non-cruelty-free Estée Lauder, but is still considered cruelty-free, and has certifications from CFI and PETA.)
The Inkey List is cruelty-free
The Inkey List has claimed to be against animal testing since it was founded. But, up until now, it hasn't had a certification.
However, CFI recently confirmed that the brand is now certified cruelty-free. This means that it does not test finished products or ingredients on animals. Neither do any of its suppliers or third-party partners.
It also does not sell products in places where animal testing is required by law.
The brand (which is vegan-friendly but not 100 percent vegan) is also not owned by a parent company that tests on animals. However, its investors include Unilever Ventures and John Mills Limited, neither of which is certified cruelty-free.
The Inkey List joins a number of brands that now have Leaping Bunny certifications. Recently, major British beauty brand Rimmel London, which is owned by Coty, was approved by CFI.
Michelle Thew, CFI's CEO, said of the Rimmel news: "It’s such an important time for Coty and major brands like these to demonstrate their commitment to a beauty industry based on kinder science."
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