Inn beauty
94 employees on LinkedIn · 3 known investors
INNBEAUTY Project is a direct-to-consumer skincare brand that formulates clinically tested products using multiple active ingredients per formula and sells them by eliminating middlemen to lower prices. Its range includes refillable products and value sets marketed as dermatologist-tested and clinically proven.
Also known as Inn Beauty Project · iNNBEAUTY Project · Innbeauty Project · INNBEAUTY Project
Founders & leadership
Investors · 3
Company profile
researched Aug 2026INNBEAUTY Project (also styled iNNBEAUTY Project) is a skincare brand that sells cleansers, moisturizers, eye creams, serums, exfoliating pads, sunscreen, lip products and body glow oils through its own website and third-party retail channels. Its catalog includes Extreme Cream (firming and lifting moisturizer), Extreme Cream Eye, Elastic Skin (copper peptide and growth factor serum), Pro C Serum (15% vitamin C), Skin Prep exfoliating pads, Bright & Tight eye cream, Recharge Gel Cream, Mineral Sun Glow SPF 43 PA+++, Extreme Cleanse milky micellar cleanser, Keep It Clean hydrating gel cleanser, Retinol Remix, Acne Serum, Drying/Pimple Paste, Calm The Red Down dual-chamber redness serum, Green Machine vitamin C serum, Pore Refine, 10+10 daily moisturizer, Slushy serum moisturizer, Face Glaze, Glaze Lip Oil, Sun Balm SPF 30 lip balm and Bronze Body Glow oil.
Many core items are sold in a refillable format, with separate full-size vessels, refills and travel sizes, and the brand bundles products into discounted value sets and kits (for example a Firming & Lifting Trio and Brightening Trio). Individual product prices on the company site range from roughly $28 to $64, with sets priced from about $36 to $144. The company positions its products as dermatologist tested and clinically proven, and offers free shipping on orders above $60, free returns and a 30-day money-back guarantee.
The company is led by co-founders Jen Shane and Alisa Metzger, who have described the brand as bridging a skincare gap across multiple generations and have discussed the level of spending the company puts into clinical testing.
Business model
Consumer packaged goods: the company formulates and sells branded skincare and adjacent color/body products directly to consumers via its own e-commerce site, and also distributes through marketplaces and retailers including Amazon and Sephora. Revenue comes from single-product sales, discounted multi-product value sets and kits, and repeat purchases of lower-priced refills for refillable vessels.
Product sales at price points of roughly $28–$64 per item on the brand's site, plus bundled value sets discounted against their component value (e.g., a $154-value Firming & Lifting Trio sold at $136); refill units are sold separately to drive repeat purchase of existing packaging.
Traction
Products show consistent marketplace demand on Amazon, with Extreme Cream refillable moisturizer and its refill each showing 1,000+ units bought in the past month and the refillable eye cream 900+; on-site product ratings cluster between 4.82 and 5.0. Extreme Cream launched in January and was described in podcast coverage as a viral hit that drove repeat refill purchases.
Latest developments
Recent site merchandising highlights new launches including Extreme Cleanse Milky Micellar Cleanser ($29), the Pro C Serum ($64) and a Hydration & Protection Trio, alongside a promotional five-pack of cleansing towels with Extreme Cleanse purchases and the return of the Slushy serum moisturizer to stock.
▸Full profile — market position, technology, go-to-market, geography, history, risks & controversies
Market position
A mid-priced, ingredient-forward challenger in a crowded prestige and masstige skincare market. Third-party review coverage is mixed-positive, with an aggregate 4.3 rating across 34 reviews and 87% of reviewers saying they would recommend the brand; individual products such as Extreme Cream and Mineral Sun Glow SPF are cited as bestsellers and award winners, while packaging and some product claims draw criticism.
The brand states it uses 8–10 clinical ingredients per formula compared with an industry average of 1–3, clinically tests finished formulas rather than relying on ingredient-level data alone, and removes middlemen to lower prices while maintaining efficacy. Refillable packaging for core moisturizers, eye creams and serums is a further product-level differentiator.
Technology
Formulation-led rather than software-led: products are built around actives including peptides and biomimetic growth factors, copper peptides, 15% vitamin C, glycolic acid, tranexamic acid, 1% retinol, ceramides, amino acid blends, bakuchiol, orchid stem cells and mineral SPF filters (SPF 43 PA+++ with tinted shades). Finished formulas are subject to clinical and dermatologist testing.
Go-to-market
Direct-to-consumer e-commerce on innbeautyproject.com with free samples, promotional gift-with-purchase offers and bundle discounts; complemented by marketplace distribution on Amazon, where multiple SKUs report 50+ to 1,000+ units bought in the past month, and retail presence including Sephora and in-store swatching noted by reviewers. The founders also use podcast and earned-media appearances for brand awareness.
Consumers buying prestige-adjacent facial skincare, sun care and lip/body products. Founders have described the brand as spanning multiple generations rather than only a Gen Z audience, and reviewers span skincare, SPF and complexion-product users.
Geography
United States-focused; the brand is listed as shipping to the U.S. and sells through U.S. channels including its own site, Amazon and Sephora.
History
Co-founders Jen Shane and Alisa Metzger, both with prior beauty industry backgrounds, lead the brand. By May 2024 the company had launched Extreme Cream (in January of that year per podcast coverage), which became a widely discussed product and anchored a refillable firming and lifting line that has since expanded into cleansers, vitamin C, retinol, sun care, lip and body products.
Risks & controversies
Third-party reviews flag criticism of the brand's marketing claims and ingredient transparency, packaging described as juvenile or polarizing, refill packaging characterized as bulky and fragile, a gritty texture in the SPF 30 lip balm, and a warm/orange-leaning Face Glaze shade; some users report the hydrating gel cleanser left skin feeling dry. The broader beauty market context includes softening consumer spend, oversaturation and heightened retail competition.
Compiled by commissioned research from 6 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 4
launches, deals, and filingsNew cleanser introduced at $29 and promoted on the company's site with a free five-pack of cleansing towels.
A 15% vitamin C brightening serum ($64, available in full size, refill and travel size) and a new hydration plus SPF set were marked as new on the brand's site.
Co-founders discussed formulating for multiple generations, spending on clinical testing of finished formulas, and industry issues; the episode was a paid partnership with the brand.
The Extreme Cream firming and lifting moisturizer launched in January and became a widely discussed, fast-selling product, according to podcast coverage featuring the co-founders.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
▸Research sources · 6
primary sources listed
- Inn beautyinnbeautyproject.com · web
6 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Inn beauty do?
- INNBEAUTY Project is a direct-to-consumer skincare brand selling clinically tested, refillable face and body products.
- Who founded Inn beauty?
- Inn beauty was founded by Alisa Metzger, Jen Shane.
- Who are Inn beauty's investors?
- Inn beauty's investors include Beechwood Capital, Habitat Partners, New Theory Ventures.