Glamour. The first glaring oversight was accessibility, which is why none of their brand's products exceed $35. Metzger points out that when the clean space first kicked off, product prices were averaging about $50-80 dollars—and that was on the low end. “When you match that to the average salary in the United States, which is less than $45,000 a year, it becomes a proposition only affordable for the top earners,” she says.
Not only did that completely leave certain income brackets out, it also cut Gen Z out of the conversation completely. “We were like, there's got to be a way to do clean and efficacious skin care at a cheaper, more accessible price point," says Metzger. “The other thing was, if these companies are really only targeting that top earner, the woman that's gonna shell out $300 on a routine, then they're really talking to a Caucasian woman who's in her late thirties, plus.
What about the next generation?”In addition to the price point, the products' formulations are also targeting a younger consumer, whose concerns were largely being ignored by legacy clean brands which mostly focus on wrinkles and dryness and not tone and texture.
Every single INNBeauty product—lip oils aside—includes the brand's Even Out Complex, which helps tackle redness, blotchiness, dark spots, sallowness, and dullness.
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