Brand Profile: Inn Beauty Project

You’ve probably seen the neon tubes, the jelly-like textures, and the lip oil that somehow manages to be both glossy and good for your skin. InnBeauty Project isn’t subtle — and that’s exactly the point. But behind the vibrant packaging is a brand that's actually serious about clean ingredients and accessible skincare. Ready to meet the bold-but-brainy beauty brand taking over your “For You” page? Let’s go.

Date Founded:

2019

Founded By:

Alisa Metzger and Jen Shane — two beauty industry veterans with decades of experience at brands like L'Oréal, Bliss, and Tarte.

How It Started:

InnBeauty Project was created to break down the barrier between fun and effective skincare. The founders wanted to offer high-quality, clean, and clinically effective products without the prestige price tag — and without the boring branding. Their goal? Skincare that’s fun to use, fun to look at, and actually works.

Brand Positioning:

InnBeauty Project is all about bold, clean, and affordable skincare. The brand centers on high-performance, treatment-based formulas — think retinol, peptides, and brightening acids — but delivers them in colorful, joyful packaging with no added fragrance and no BS. Their products are vegan, cruelty-free, and certified clean at Sephora.

Their ideal customer? Anyone who wants results-driven skincare without the clinical vibe — especially Gen Z and Millennial shoppers who want transparency, personality, and proven ingredients.

Price Point: (💸 = Budget, 💸💸 = Mid, 💸💸💸 = Premium, 💸💸💸💸 = Luxury)

💸 Budget Friendly

Most products fall in the $24–$54 range, which still makes them one of the more affordable clean skincare lines carried at Sephora.

Best-Selling Products:

• Extreme Cream Firming & Lifting Moisturizer

• Mineral Sun Glow SPF

• Bright & TIght Eye Cream

• Elastic Skin Serum

  
  

Where to Find Them:

Available at:

• Sephora

• InnBeautyProject.com

• Credo Beauty

My Personal Take:

InnBeauty Project is like skincare’s cool best friend — smart, fun, and zero pretension. I love that their products are clean and thoughtfully formulated but don’t take themselves too seriously. Although they may be targeting a Gen Z audience with their bright and colorful packaging, the quality of their products is great for Gen X and beyond!

What I love about INN Beauty Project the most is their commitment to sustainability. As a plastic-negative brand, for every product they sell, they pledge to remove 2 units of nature-bound plastic waste from the environment to be recycled and repurposed. Additionally, for the majority of their products, you can buy refills for the original packaging.

My Favorite Product(s):

While I have only dabbled in two of their products, the Extreme Eye Cream and the Sun Glow, I have been very impressed! Their Extreme Cream is so luxurious and rich you would have expected to have paid twice the price, maybe more! Next on my list is their popular Calm the Red Down serum that has dual chambers and has gotten lots of good reviews on the socials.