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Skincare lovers, get ready! The much-hyped US brand INNBEAUTY PROJECT has officially arrived in the UK! This clinically driven, high-performance skincare brand is one of the fastest-growing names in US beauty, and it’s making its exclusive UK debut at Sephora this July 2025.
This is more than just a buzz-worthy launch. This is skincare innovation that is famed for delivering real, visible results. Here’s everything you need to know about the INNBEAUTY PROJECT Sephora UK launch, and exactly what you should buy first.
What is INNBEAUTY PROJECT?
Launched in the US in 2019, INNBEAUTY PROJECT was founded by beauty veterans Jen Shane and Alisa Metzger to fill a gap in the skincare market. They created products that are clinically tested, highly effective, yet still affordable. Every formula is packed with 8-10+ active ingredients, and every product undergoes independent clinical testing and the brand spends an average of $150,000 on this testing per formula.
Even better? INNBEAUTY PROJECT is 100% vegan, cruelty-free, plastic-negative, and female-founded. The brand’s tagline is: “Great skin days at every age.”
Where to Buy INNBEAUTY PROJECT in the UK
The INNBEAUTY PROJECT UK launch is exclusive to Sephora UK, available:
- Online at Sephora.co.uk
- In-store at Sephora locations in London White City, Manchester, and Liverpool
This is Sephora UK’s third exclusive brand launch of 2025, and it’s already being tipped as one of the best skincare launches of the year.
What to Buy First from INNBEAUTY PROJECT
The brand is launching with a 25-product assortment, but if you’re new to INNBEAUTY and wondering where to start, I’ve rounded up the absolute must-haves. These are the hero products that have racked up glowing reviews, sold out multiple times in the US, and are now finally available in the UK.
Elastic Skin Serum, £49
This firming, plumping serum is clinically proven to boost elasticity and reduce sagging, and it has the most brilliant texture! I love it!
It uses:
- Copper and Bio-Hacking Peptides to firm and tighten
- Wild Yam and Encapsulated Vegan Growth Factors to visibly plump and hydrate
- Vegan Collagen Amino Acids and Ceramides to boost skin’s natural moisture barrier and keep hydration locked in.
Green Machine Serum, £47
A best-seller in the US, Green Machine Serum is ideal for those looking to brighten dull skin, smooth texture, and gently tackle fine lines.
It has a lovely light and refreshing texture and uses:
- 15 Super-Greens Complex – blend of vegan collagen, spinach, and more that provides skin with nutrients and antioxidants
- Highly Stable Vitamin C (Tetrahexyldecyl Ascorbate) to support collagen production and reduce the look of wrinkles
- Pomegranate Stem Cells – known to be up to 20 times more effective than kojic acid at visibly reducing hyperpigmentation.
Extreme Cream, £49
This is one of Sephora North America’s top 3 best-selling moisturisers, and it really reminds of the Augustinus Bader Rich Cream! It’s a luxuriously rich, clinically tested moisturiser that firms, contours, and deeply hydrates without feeling greasy. Great for day or night, and plays well under makeup too.
It uses:
- Lifting Peptides to visibly reduce sagging and improve the contours of facial features for a more youthful look
- Bio-Retinol to visibly reduce wrinkles, firm, and boost elasticity for smoother skin
- 3X Ceramides to strengthen skin’s natural moisture barrier for healthy, glowing skin
Extreme Cream Eye, £49
Sephora’s #1 eye treatment, this product flies off shelves. I absolutely love the texture of this eye cream. It gives the skin a softly glossy sheen and just makes the eye area look instantly better. It works to smooth fine lines, brightens dark circles, and lifts the under-eye area with zero irritation. If you only buy one thing, make it this. It’s been clinically proven to deliver age-defying results.
It uses:
- Hexapeptide-8 and Paracress to visibly lift, contour, and smooth wrinkles
- Acetyl-Tetrapeptide-5 and Biomimetic Peptides to visibly smooth skin and reduce puffiness 360 degrees around the eye
- Bio-Retinol and Fermented Amino Acids to increase the appearance of firmness and elasticity and visibly lift sagging eyelids.
Why This Matters: High-Performance Skincare Without the High Price Tag
What makes the INNBEAUTY PROJECT Sephora UK launch such a game-changer is the combination of clinical-grade results and accessible pricing.
Each product is designed to work across skin types and age groups, and if you’re someone who cares about innovative, and responsibly made beauty, this brand checks every box.
Final Thoughts
I’m genuinely so excited about this launch. It a massive win for those of us in the UK who’ve been desperate to try INNBEAUTY Project!
If you are interested in checking out even more affordable skincare at Sephora, you should definitely have a look at their own brand range. For more info, read: Sephora Collection Lift & Firm Skincare Range Review.
