The INKEY List


INKEY is a global skincare brand founded on the belief that knowledge is power. Quite simply, the more you know about your skin, the better you can care for it.

In the last three years, its straightforward, straight-talking approach has helped the brand grow by an astonishing 600%. As one of the company's primary sales channels, its multi-region website is key to this success, enabling the brand to reach out to customers about their skincare goals and deliver bespoke recipes that help them to feel real comfort in their own skin.

Underlining the importance of its online presence, INKEY briefed us to handle all digital creative development.

Fully flexible content areas


We fully redesigned and rebuilt the INKEY site in late 2021, improving the user experience and increasing conversion through a simpler, more intuitive user interface.

  • Rebuild of the INKEY Recipe Builder with full integration into several data platforms (Klaviyo, Nosto and Shopify Customer metafields) for segmentation and remarketing purposes
  • Created and launched the MyINKEY area to integrate fully into its CRM
  • Permit customers to track their progress by uploading photos of their skin to be reviewed by a skincare expert, update their recipe and receive personalised products and knowledge based on personal skincare goals and concerns
  • Built on the leading SAAS e-commerce platform, Shopify+
  • Localised sites for different territories

Key to the latest site developments is the new Recipe Builder feature, a series of questions designed to lead customers to the products that are best-suited to their skin and which achieve their skincare goals.

Product detail page
myINKEY account area


INKEY is now officially #7 in the world's 100 fastest-growing beauty websites, according to Similarweb's #Digital100.


"The INKEY List is at a seminal point as we double down on our tech-enabled human skincare support proposition via Northern Artillery has been the perfect partners to keep pace with our hyper growth over the last year, and we are excited to work together to find innovative ways to help over 6 million consumers one-to-one on their skincare journey."

Colette Laxton

CEO and Co-Founder

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The Inkey List


Website, Brand assets, Video, Social content