The INKEY List – D2C Ranking & Growth Metrics
Ingredient-led skincare products for face and body
Last updated · October 2026 edition · data to end of September 2026 · method v1.3
The INKEY List ranks #83 of 449 D2C brands in the October 2026 edition and #8 of 19 in Beauty, and is new to the index this month. We estimate The INKEY List's revenue is shrinking year on year (high confidence). Branded search is declining sharply over the past year, with a seasonal peak in November and January. In Beauty, its closest competitor is Kosas (#72).
revenue (est.) Whether we estimate the brand's revenue is growing, flat or shrinking compared with a year earlier, from the online signals most tied to sales: branded search and site traffic, weighted towards the last three months.
It is a direction of travel, not a figure. We can't see prices, conversion, or sales through retailers and Amazon, so confidence is lower for brands that sell mostly through stockists, or when the signals disagree; with low confidence we only call growth or decline on a big move.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →Year on year, high confidence. Why
scale A 0–100 score built from branded search (35%), site traffic (35%) and social following (30%).
It uses a log scale, so a brand 10 times bigger scores roughly 30 points higher. Higher means bigger.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How big The INKEY List is today: #83 of 449 by size.
momentum Year-on-year growth in branded search, site traffic and social, over the last 12 months and the last 3 months.
50 means flat. Above 50 is growing (a brand that doubled scores about 88); below 50 is shrinking (halved scores about 12).
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How fast it's growing: declining (50 = flat).
what drives the score Is The INKEY List's revenue growing?
We estimate The INKEY List's revenue is shrinking year on year (high confidence). Branded search is declining sharply and site traffic is declining year on year, pointing the same way, so confidence is high.
Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales. How we estimate it.
How fast is The INKEY List growing?
The INKEY List's Momentum score is 33.2, which means it is declining (50 means flat; a brand that doubled would score about 88). Branded search is declining sharply over the past 12 months. Site traffic is declining over the same 12 months. Its size score is driven most by social audience, with site traffic relatively weakest.
About The INKEY List
The INKEY List is a skincare brand that sells ingredient-led products such as cleansers, serums, moisturisers, exfoliants, toners and eye treatments, organised around specific active ingredients like hyaluronic acid, retinol, niacinamide, vitamin C and azelaic acid. Its range also extends into body care and a developing "INKEY Lab" line of newer formulations. Products are grouped by concern, including anti-ageing, acne, hyperpigmentation, redness and texture, allowing customers to build routines around particular skin needs.
The brand positions itself as an educational resource as well as a retailer, offering ingredient guides, skincare advice content and a quiz-based tool to help customers put together personalised routines. It sells directly to consumers through its own website, with options to build bundles, join a rewards scheme called INKEY Insiders, and purchase sets and kits alongside individual products. The INKEY List operates internationally, with region-specific shopping and shipping options, and is based in the UK.
The INKEY List competitors
The beauty brands closest to The INKEY List: same kind of product first, then the nearest in size. See every brand in Beauty or the full D2C brand rankings.
Makeup and skincare hybrid cosmetics brand
Vegan seaweed-based skincare and body care
Skincare and hybrid makeup for effortless everyday routines
French skincare with short, transparent formulas made in France.
Skincare, makeup and fragrance sold direct to consumers.
The INKEY List vs Kosas
Kosas leads on both size and growth: Scale 61.0 against 59.7, and Momentum 36 against 33. See Kosas' page.
| October 2026 | The INKEY List | Kosas |
|---|---|---|
| Overall rank | #83 | #72 |
| Beauty rank | #8 | #7 |
| Scale (size) | 59.7 | 61.0 |
| Momentum (growth) | 33.2 | 36.4 |
| Branded search | 54 | 64 |
| Site traffic | 50 | 44 |
| Social audience | 78 | 78 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
The INKEY List branded search volume
How often people search for The INKEY List by name, month by month, indexed so the peak month = 100 (we publish the trend, not raw vendor figures). Over the past year, demand is declining sharply. Demand is seasonal, peaking in November and January and lowest in September.
The INKEY List's audience, products and channels
Social audience
- Instagram theinkeylist 640k
- TikTok theinkeylist 656k
Also on X and Facebook.
Followers as shown on each platform, collected for the October 2026 edition.
Products
- Products in store117
- New in the last 90 days7
- Typical priceUS$27
- Price rangeUS$8 – US$100
From The INKEY List's own online store.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in Canada, the UK, the US and Australia.
Ecommerce stack
- Email & SMSAttentive
- ReviewsOkendo, Trustpilot
- Customer serviceGorgias
- LoyaltyLoyaltyLion
- PaymentsKlarna
- TrackingGoogle Tag Manager
Tools detected on theinkeylist.com; detection covers common apps and may miss some.
The INKEY List: common questions
What does The INKEY List sell?
Ingredient-led skincare products for face and body. Known for: Serums, Cleansers, Moisturizers, Exfoliants and Body care.
Where is The INKEY List from?
The INKEY List is based in United Kingdom.
Where can you buy The INKEY List?
The INKEY List sells through its own online store and selected retailers. Its online store is at theinkeylist.com.
Is The INKEY List's revenue growing?
We estimate The INKEY List's revenue is shrinking year on year (high confidence). Branded search is declining sharply and site traffic is declining year on year, pointing the same way, so confidence is high. Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales.
Who are The INKEY List's competitors?
The INKEY List's closest competitors in the Beauty category are Kosas, OSEA Malibu, Summer Fridays and Typology.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. October 2026, method v1.3. See the methodology, or report a correction. Want alerts when brands like The INKEY List move, or the data as an export? See data & alerts.