iNNBeauty Project
An effective, clean, and accessible skincare brand for the next generation.
| Date | Investors | Amount | Round |
|---|---|---|---|
| - | investor | €0.0 | round |
| investor investor | €0.0 | round | |
* | $12.0m | Series B | |
| Total Funding | 000k | ||
iNNBeauty Project operates in the prestige beauty market, positioning itself as a provider of high-performance, clean skincare at an accessible price point. The company was founded in 2019 by beauty industry veterans Alisa Metzger and Jen Shane. Their shared vision stemmed from identifying a gap in the market for clinically effective, yet affordable, skincare for a broad consumer base, particularly millennials and Gen Z. Metzger brings over 15 years of marketing experience from roles at L'Oréal, Procter & Gamble, and Coty, while Shane has a background in product development and formulation for brands like Tarte, Tatcha, and Bare Minerals.
The business model centers on a direct-to-consumer approach via its own website and a strategic retail partnership with Sephora, where it launched online and in-store in 2021. This partnership has been a significant growth driver, with the brand expanding into all 517 Sephora US stores, Sephora Canada, and launching exclusively with Sephora in the UK in July 2025. To maintain attainable prices, iNNBeauty Project employs a vertical integration strategy, sourcing its own ingredients and working directly with packaging manufacturers to cut out intermediary costs. This allows the company to invest heavily in formulation and clinical testing, with an average of $150,000 spent on third-party clinical trials for each final product.
The company's product portfolio includes skincare, color cosmetics, and body care, with all products being vegan, cruelty-free, and packaged with sustainability in mind, such as using recyclable pumps. Formulas are designed to be multi-generational, addressing a range of concerns from acne to aging. Each product contains a high concentration of active ingredients, often 8 to 10 per formula, to holistically address skin issues. Hero products that have gained significant traction include the Extreme Cream, Pimple Paste, and Slushy Serum Moisturizer. The company has demonstrated strong growth, reporting 160% year-over-year growth in 2022 and securing a $12 million Series B funding round in December 2022 to fuel brand awareness and its expansion with Sephora.
Keywords: accessible skincare, clinical skincare, clean beauty, direct-to-consumer beauty, Sephora brand, vegan skincare, cruelty-free beauty, Gen Z skincare, millennial beauty, Alisa Metzger, Jen Shane, prestige beauty, multi-generational skincare, sustainable packaging, high-performance skincare, affordable beauty, skincare formulation, beauty retail partnership, Extreme Cream, Pimple Paste