If you haven't yet tried anything from Typology yet, now is the time to buy from this organic skincare brand. Anna tells us why.

Back in March, Ning Li was planning to have a big party for his online beauty brand, Typology, as it launched in the UK. And then Covid happened. The options were to wait for another six months, or go ahead and launch in the digital world.

He chose the latter and thirty days after the launch Typology’s sales in the UK had already hit 20% of the volume of the sales in France, where the Parisian-based beauty brand first launched over a year ago.

If you haven't yet tried anything from Typology, you are likely to have spotted the apothecary-style dropper bottles with monochrome labels on social media.

Li, the born-in-China, raised-in-France entrepreneur and co-founder of MADE.com, has managed to pull off his homeware to beauty products career transition.

A fairly skeptical person by nature, this was exacerbated when researching the ingredients in skin care products for his newborn daughter. He became concerned about the impact of certain ingredients on both the skin and the planet.

As a general rule, most cosmetic products we buy contain between 20 and 30 ingredients, but many of the formulas are present only for sensoriality (smell, colour, texture) and have no benefits for the skin. In contrast, the Typology 9-ingredient moisturiser is the very DNA of the brand.

Just like results-driven straight-talking brands such as The Ordinary and The Inkey List, Typology places a focus on minimal formulas and proven ingredients.

The ingredients are all-natural, ethically-sourced, vegan, cruelty-free, reasonably priced and made in France. Being direct to consumer cuts down overheads. It’s the perfect brand for our times, demonstrating the appeal of affordable products for skincare obsessives interested in no-fluff formulas. Thanks to the internet and social media allowing us to do our research, skincare consumers are more informed than ever before. Typology customers are conscious and educated people, broadly 20 to 55 years old and Li feels it is more about mindset rather than age.

The bottles and tubes are made of reusable glass, recycled plastic (to reduce transport weight) or aluminium – all of which are small enough to fit through a letterbox.

Typology wants to challenge FMCG [fast-moving consumer goods] brands and differentiate itself from cosmetics giants. Li’s ambitions are big in an extremely competitive industry, with companies like L’Oréal and Unilever having an almost unlimited marketing budget.

In France, Typology saw a lockdown popularity spike and its sales doubled in two months.

Research predicts that the organic beauty market will reach $22 billion in sales in the coming five years.

There is news of expansions into colour cosmetics. Expect to hear a lot more about this stripped-back skincare brand as it grows its UK presence.

By Anna Bance
July 2020


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Anna Bance

Anna is the co-founder of Girls Meets Dress and a contributing editor to the GWG. She expertly guides us round the most covetable online fashion.