These faff-free lines combine appealing prices with basic, functional packaging, and science-led formulas to make the big beauty brands nervous.
The Ordinary may have begun the trend, but it's The Inkey List we’re looking to right now – from its budget-friendly Ceramide Night Treatment to the Retinol Eye Cream, this emerging brand is on a bit of a winning streak
Now, with the launch of its anticipated hair treatment line, The Inkey List is set to find its way onto so many more bathroom shelves.
So, what’s all the fuss about? Well, this is no ordinary hair offering. Firstly, there’s no shampoo or conditioner. Founders Mark Curry and Colette Laxton know that most of us are either fierce loyalists to our salon-approved brand, or likely to grab the first one we find on offer in Boots.
Instead, they’ve created targeted products they know we all want, but struggle to find. Yes, there’s even a grey-reducing serum. Each treatment takes the brand’s ingredient-led skincare philosophy, and applies it to the hair. And the best part? Nothing costs more than £14.99.
A stand-out, the Hyaluronic Acid Hydrating Hair Treatment uses a special form of your favourite skin-hydrator to draw moisture into each hair strand, increasing smoothness and reducing frizz.
For dull hair, there’s the Vitamin C Brightening Hair Treatment: a leave-in serum that targets damage while imparting an honestly incredible shine. (For truly astonishing results, try swiping a tiny amount onto dry hair, too.)
The Shea Oil Nourishing Treatment is a lightweight, almost watery serum sinks in with ease, leaving curls that are prone to frizz feeling soft and strong.
But it’s perhaps the more targeted products that will draw the most hype. For limp and fine hair, the Peptide Volumizing Treatment uses a smart peptide complex to visibly plump the diameter of every hair strand, while the Salicylic Acid Exfoliating Scalp Treatment dissolves the dead skin cells and grime that lead to dandruff, resulting in your freshest-feeling hair ever.
For hair loss and slowing growth, there’s the Caffeine Stimulating Scalp Treatment (containing the kind of technology you’d usually shell out three figures for), and for greys (yes, really), there’s the Amino Acid Anti-Gray Scalp Treatment, which contains an active that reactivates the melanin in each follicle.
Considering the recent boom in affordable, ingredient-led skincare, we'd say The Inkey List is really onto something here. After all, isn't it about time we started giving our hair as much love as our skin?
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