American clean beauty brand known for its effective, accessible, and brightly packaged skincare.
ORIGIN
USA
PRICE TIER
contemporary
Founded in 2019 by beauty industry veterans Alisa Metzger and Jen Shane, InnBeauty Project was created to fill a void for clean, effective, and accessible skincare. The brand is built on a philosophy of offering complex, high-performance formulas at a value-driven price point, challenging the idea that premium skincare must come with a luxury markup. By sourcing ingredients directly and focusing on multi-active formulations that combine 8-10+ clinically proven ingredients, the brand delivers science-backed products for concerns ranging from acne to aging. Initially targeting Gen Z with its vibrant, colorful packaging and strong TikTok presence, the brand has since found a multi-generational audience that values its transparency and results.