In 2018, Colette Laxton and her business partner Mark Curry knew something in skincare needed fixing. Curious and confused consumers were flocking to online forums to figure out what was in their products and how to use them. They wanted transparency, and Laxton and Curry—both longtime beauty veterans—wanted to give it to them. It became their mission to simplify skincare: to breakdown complicated beauty jargon and empower people with the knowledge to make personalised decisions for their skin—and offer it all at an accessible price point.

What started out as an idea on a flight from London to Canada, Mark and Colette’s idea of bringing simple skincare solutions to all was born. Science-backed, results-driven, and community-centred, The INKEY List revolutionised the industry when it debuted in the UK in August 2018. Six months later, the brand launched in the US exclusively at Sephora. By 2025, 7 million people globally have used the brand’s online Recipe Builder and they’ve sold 70 million products globally. A brand and marketing visionary, it is Laxton’s passion for education and her intuitive, customer-first mentality that has helped the brand achieve such instantaneous success.

Before launching The INKEY List, Laxton fine-tuned her brand-building skills while moving up the ranks at Boots, the UK’s largest health and beauty retailer. Working across marketing, branding, and product development, she oversaw a vast portfolio of brands and collaborated directly with founders—from Marcia Kilgore to Liz Earle—to develop exclusive partnerships for the retailer. Then, as Chief Operations Officer at WAH Nails, Laxton worked side-by-side with entrepreneur Sharmadein Reid to launch one of the UK’s most-exciting beauty ventures of 2010s, one that included a “salon of the future” in central London and accompanying product range.

From a young age, Laxton was keenly aware of the emotional aspects of beauty. She recalls vividly the transformation she felt as a young dancer, applying that final swipe of red lipstick before stepping out on stage. And how, at 13, she struggled with severe acne and the vicious cycle of trying to treat it with harsh prescriptions. The creation of askINKEY, the brand’s 24/7 complimentary skin consultancy service, is a direct result of Laxton’s personal experiences and her desire to provide people with the knowledge and support to tackle their own skin issues.

Today, Laxton is praised for her transparent, no-fluff rendition of building a business in a competitive, cluttered market space. As a graduate of Loughborough University, Laxton believes that if you can give someone access to knowledge, they can achieve anything. With an INCI list on every health, wellness, and beauty product in the world, she’s just getting started.