With new beauty brands launching left, right and centre, my list of must-haves for a launch to impress me keeps getting longer and longer. And why should I settle? Many of my favourite products are cruelty-free, have refillable options, work across all skin types, feel luxurious and don't cost the Earth. Not to mention, of course, that they actually work. When a brand promises all of the above and more, I'm obviously intrigued. The latest brand on my radar to do just that? INNBEAUTY Project.
The US-born brand has already taken Sephora North America by storm, and now it’s finally arrived in the UK. Founded by industry insiders Jen Shane, who's previously developed products for Bare Minerals and Tatcha, and Alisa Metzger, a L'Oreal and Coty alumna, INNBEAUTY Project was created with a noble mission - to deliver gold-standard results without the gold-standard mark-up. It’s a simple idea, but in a world where £200 serums are still the norm, it feels quietly revolutionary.
Here’s what sets it apart: each formula is packed with 8–10 clinically proven actives (the industry average is just a handful), and every product is tested by independent third parties at a level of rigour I honestly don’t often see. Across trials, testers saw 100% improvement in skin firmness, smoothness and hydration - that's the kind of proof beauty editors dream of.
The hero products already making noise? Extreme Cream, £49, a firming and contouring moisturiser that’s now Sephora North America’s number three bestseller. Extreme Cream Eye, £49, which became the #1 eye treatment in the US within weeks and sold out multiple times. And Calm the Red Down, £54, an innovative dual-chamber redness solution that reduced redness in every single participant within just seven days (and is at the top of my list to try).
In addition to performance, INNBEAUTY also ticks the beauty boxes that some brands overlook - every product is vegan, cruelty-free, has refillable packaging, and is designed to work for a variety of skin types. It isn't often a brand gets so much right from the off, making it one of the most exciting launches this year. If excitement levels about the UK launch on its social channels are anything to go by, its hero products will be extremely popular, so if you're as intrigued as I am, now's the time to shop.
Shop: INNBEAUTY Project's hero products and more
sephora.co.uk
A luxurious, refillable moisturiser that's clinically proven to lift, firm, and contour skin while smoothing deep wrinkles. This innovative product delivers instant hydration and is hypoallergenic, non-comedogenic, and ideal for wearing under make-up.
sephora.co.uk
By targeting puffiness, sagging and wrinkles, this high-performance, refillable eye cream lifts, firms, and re-contours the skin. Clinically proven and dermatologist-tested, it’s hypoallergenic, fragrance-free, and great for sensitive skin.
sephora.co.uk
This dual-chamber serum combines a long-term barrier-repairing treatment with an instant green-tinted redness corrector. Clinically proven to reduce redness by 100% in one week and by 76% on average over six weeks, it delivers soothing, hypoallergenic relief for irritated, blotchy skin.
sephora.co.uk
The perfect moisturiser to see you through into autumn and winter, this is a lightweight, water-burst moisturiser infused with orchid stem cells, peptides, and a mineral complex. It visibly smooths, plumps, and strengthens the skin barrier, without a greasy finish.
sephora.co.uk
Formulated with proven actives - copper peptides, vegan growth factors, wild yam, collagen amino acids, ceramides - Elastic Skin visibly firms, plumps, hydrates, and smooths fine lines.
sephora.co.uk
This lightweight gel cream blends three forms of vitamin C, 3% tranexamic acid, peptides, bakuchiol, caffeine, and cedar bark to brighten dark circles, firm and hydrate delicate under-eye skin, and smooth fine lines. The perfect antidote to a late night.
sephora.co.uk
Essentially a green smoothie for your skin, The Green Machine Serum is a vitamin C-rich oil-jelly serum that visibly brightens skin, targets dark spots and hyperpigmentation, and smooths texture within four weeks. Powered by 15 (!) green superfoods, stem cells, niacinamide, and tranexamic acid, it soothes and hydrates all skin types.
Jade Moscrop is the commercial content editor for Grazia, specialising in lifestyle topics. When she isn't writing about beauty products, gym leggings and homeware items, she can usually be found on a hot girl walk, buying houseplants or doing what her husband has lovingly dubbed 'mosh-dancing' at a gig.