Sephora is at the forefront of new beauty brands as they in many ways hold the keys to the kingdom. Landing a spot on Sephora’s shelf cements you as a brand to watch, but from there sales help Sephora decide whether your brand is worthwhile to keep in stock. For 2024, Sephora has named iNNBEAUTY PROJECT the breakout brand of the year.
We’ve been big fans of iNNBEAUTY PROJECT for a while—we even placed them in our first class of NB100, the next big brands in beauty. INNBEAUTY PROJECT was first beloved by the younger generation due to cool branding and fun packaging, but they’ve since captured the mature skin community as well.
“We have completely won a multi-generational clientele,” co-founder Alisa Metzger told CEW. “The industry is so focused on asking, ‘What’s your age demo?’ I’ve never once walked into Sephora or any retailer and said, ‘Hi, I’m 41. What do you have for me?’ We all know it’s not about age, it’s about skin concern,” said Metzger.
After years of experience with major beauty brands, Metzger and Jen Shane were frustrated with high costs and lack of efficacy and accessibility. “Driven by uncompromising innovation, our guiding principle is that if we can’t bring to market a superior product when it comes to efficacy, quality and price, we don’t bother,” Metzger told us.
According to CEW, Sephora is responsible for 75 percent of the brand’s sales. The pair have had a symbiotic partnership since launch. After partnering with iNNBEAUTY PROJECT, the duo identified vitamin C and dark spots/hyperpigmentation as a top category opportunity. “We developed Green Machine Dark Spot Treatment Serum and brought it to the market at less than half of the price of the competition. It quickly became a Sephora best-seller,” the founders told us.
Our favorite iNNBEAUTY PROJECT products
