_ The INKEY List

Disrupting the skincare landscape

Befitting its trade name, The INKEY List is an ingredients-focused, no nonsense, results-driven skincare brand. Since launching, the brand has disrupted the skincare market with their inclusive & efficacious approach to skincare, price-point and unedited images. Stocked online and in popular high street retailers such as Boots, the brand is already very well established, but the ambitious brand had the opportunity to further amplify its presence within the beauty sector by designing their first-ever beauty counter identity in Flannels Liverpool.

Concept Refinement
Client Service Support
Technical Development


D4R were appointed to realise the brand’s vision of creating a disruptive beauty counter that was reflective of the brand’s ethos, with particular focus on showcasing their extensive knowledge of skincare and strengthening the relationship between The INKEY List and their customers. We were armed with a loose design concept for the project but a clear understanding of INKEY’s strong brand guidelines, enabling our team to curate a counter that compliments the brand and products whilst making an impact in the bustling beauty hall.

A place for exploration, education, and consultation


Using INKEY’s guidelines as a reference, black and white were the predominant colours used throughout this branded beauty counter with accents of purple. The black bar found on the brand’s packaging is a dominant and unifying brand element, so it was only natural that we included this into the design of the beauty concession. This double-sided black header bar is decorated with an illuminated logo for maximum stand-out when customers scan the beauty hall. Much like the brand using this black branding element on their packaging to link needs and solutions, the black metal framework acts as a guide for customers and allows for zones to be defined, creating a clear customer journey.

Purple elements were incorporated in the form of illuminations and through the use of the purple-effect iridescent dichroic film dressing the angled product risers. A frosted glass divider with LED lighting built in allows for a purple glow to flood through the glass for a seamless gradient and a fresh feel. Remaining cohesive in its aesthetic, risers highlighting the brand’s hero products sit atop Flannels’ existing black glossy furniture and beside interchangeable product locator tiles which allow for ease of merchandising and the quick accommodation of new and future product launches.


Design4Retail created a disruptive skincare counter that seamlessly combines the aesthetic of The INKEY List and its retail environment, Flannels – creating a place for exploration, education, and consultation.