The gentle, lightweight Hydrating Cream-to-Milk Cleanser ($19), meanwhile, comprises soothing rice milk and hydrating hyaluronic acid.The Inkey List
The SKUs are already available at Sephora, but officially launch on June 6, 2025.
Hydro-Surge Dewy Face Mist: Hydration, Barrier Support and Glow Without the Gimmicks
The makeup-friendly Hydro-Surge Dewy Face Mist ($13) plays into booming interest in the format on TikTok, delivering instant 12-hour hydration with brightening earth marine water, moisturizing HydroViton Insta from Symrise and barrier-supporting Aquaxyl from Seppic, the latter of which boosts moisture retention to reduce water loss.
“Many mists are loaded with alcohol, leaving skin dry and irritated," says Colette Laxton, co-founder of The Inkey List. "Others are packed with essential oils and fruity extracts that do little for your skin and can trigger sensitivity. At Inkey, we do things differently. We wanted to develop a face mist that went beyond the gimmicks—a formula that’s powered by potent actives that deliver real skin care benefits: hydration, barrier support and glow. No fluff, just results.”
Hydrating Cream-to-Milk Cleanser: Gentle, Nourishing and Barrier-Friendly
The gentle, lightweight Hydrating Cream-to-Milk Cleanser ($19), meanwhile, comprises soothing rice milk and hydrating hyaluronic acid.
"It’s all about overall formula synergy," says Mark Curry, co-founder of the brand. "Many cream cleansers leave your skin feeling tight or stripped because they use harsh ingredients like SLS or have high pH levels that mess with your skin’s barrier. Ours doesn’t. PEG-6 caprylic/capric glycerides provides a gentle, coconut-derived cleanser with skin-loving ingredients like hyaluronic acid, rice milk and shea butter to keep skin hydrated and soft, even after rinsing. It’s the balance of gentle surfactants, humectants and emollients."
The Rise of Hydration: Consumers’ Shift Toward Healthier, Balanced Skin
"As consumers become more and more discerning about their skin and its needs," says Laxton, "they are really starting to understand the role of hydration as a key pillar to healthy skin, something we have always been passionate about as a brand—we even have a step #2 on our packaging to remind consumers to 'hydrate.’ Then, add in the damage that has been done to consumers' skin through the trend of using too many products, too high strength actives, and 'TikTok made me buy it' products which are wrong for their skin, they are now desperate to 'fix' their skin, its barrier, and to strive for healthy skin in the long term."
Breaking the Myth: Educating Consumers on Efficacy and Value
Alongside hydration, these latest Inkey List launches highlight the importance (and challenges) of value.
"I do think consumers have come a long way to understand that efficacy isn't always linked to price, but we do always face the challenge of the 'reassuringly expensive' myth, as consumers often cannot believe our quality and efficacy for the price we charge," Laxton says.
She adds, "It is our job to educate on what true efficacy is, and then use a myriad of proof points—from independent clinical trials, to transparency on the INCI list itself—to reassure."
