The InKey List Launches into Haircare
“Trichologistas” is what founder of Cult Beauty (the exclusive British e-tailer for the new haircare range) Alexia Inge calls the savvy consumer base she expects this launch to attract. “They have the same ‘skintellectual’ values, but for haircare,” she says.
Following in the footsteps of its incredibly popular skincare range, the InKey List haircare collection (featuring 100% recyclable packaging) is based on hero ingredients that can be added as boosters to shampoo and conditioner products or used on their own as leave-on treatments.
The eight debut products include four hair treatments based on vitamin C to brighten dull locks, and hyaluronic acid to hydrate and reduce frizz. Other classic ingredients in the range include peptides (for volume), shea oil (to nourish), and chia seeds (to define and enhance curls).
The three scalp treatments include an anti-grey product based on Darkenyl, a sophisticated active ingredient that stimulates the pigment in the hair follicle in order to reduce and prevent grey hair. The Salicylic Acid Exfoliating Scalp Treatment balances oil and removes dead skin cells, while the Caffeine Stimulating Scalp Treatment aims to reduce hair loss.
By deciding not to launch any shampoo or conditioner products, the brand aims to market its hair and scalp treatments in a similar way to its skincare products: as add-ins to established routines. “There is much more of a consumer journey that happens nowadays – they like an ingredient and want to add it into their routine,” says Inge.
As the demand for targeted treatments in skincare has exploded, Mark Curry, The InKey List co-founder, points out the need for education on the value of targeted hair treatments. “Where consumer knowledge of skincare has been massively on the up, haircare is still a category consumers don’t get yet,” he says. Education is a core value for the brand – read more about it in The InKey List’s Skincare Democratisation Push.
This launch will set the pace for new product development in haircare in 2020 and beyond.