The Inkey List has launched into premium beauty retailer Space NK to ramp up its growth and address “a gap” in its customer base.
The collaboration between the beauty giants comes as The Inkey List aims to educate consumers on exosomes – a regenerative skin care ingredient that is trending in the market.
The affordable British skin care brand is celebrating the partnership by exclusively launching its new £20 Exosome Hydro-Glow Complex product (pictured above) into 80 Space NK stores on 8 April.
It will also be available on spacenk.com exclusively from 1 to 28 April.
And it is this focus on wanting to educate consumers on skin care without any complicated jargon that made Space NK the perfect partner for the launch.
“We are a brand that is about trying to support people to get the right products for their skin, and that’s a tricky journey, right?,” Colette Laxton, co-founder of The Inkey List, told Cosmetics Business.
“As a brand that is totally rooted in education, it feels like Space NK are in that exact same space with the incredible support you get in their stores.
“They are trying to get people to their right solution versus hard selling products, and that is what is really exciting to us – they have got that same value set.”
As well as aligning on business objectives, The Inkey List also saw the partnership as a chance to engage with a new type of customer not necessarily in its current database.
This makes sense, especially as Space NK is growing – ramping up its retail footprint this year by opening several stores, including a new London flagship after ‘continually outperforming the market’.
When talking about Space NK’s distinctive beauty consumer base – which now exceeds two million – Mark Curry, co-founder of The Inkey List, told Cosmetics Business: “There is a gap for us in that type of consumer.
“We have naturally skewed, very balanced actually, between
