Innbeauty Launches at Sephora UK

Innbeauty Project has landed across the pond.

Officials say its new retail partnership with Sephora UK marks a major milestone in the brand’s global expansion strategy. The move brings the brand’s clinically backed formulas — including top-performers like Extreme Cream, Extreme Cream Eye and Calm the Red Down — to UK consumers nationwide via Sephora stores and online.

Co-founded by industry veterans Alisa Metzger & Jen Shane, Innbeauty has carved out a loyal customer base in the US by combining science-first innovation with streamlined, cost-efficient manufacturing. The brand said it owes its success to sourcing its own ingredients and investing roughly $150,000 in clinical testing per product, reportedly outperforming prestige competitors priced four-to-five times higher.

With more than 25 SKUs and ranking as one of Sephora US’s fastest growing skincare brands, Innbeauty’s expansion into the UK marks Sephora UK’s third exclusive brand launch of the year.

“Jen and Alisa’s clinically proven formulas, attainable price points and vibrant voice are something we know will resonate deeply with our Sephora UK customers,” said Sarah Boyd, managing director of Sephora UK.