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Feb 22, 2021

Typology brings its minimalist French skincare to the U.S.

Canada has The Ordinary, and the U.K. has The INKEY List. Now, France’s answer to democratized skincare has made its way to the U.S. market.

Two-year-old DTC skin-care brand Typology expanded to the U.S. on Monday, making it the brand’s third country for distribution after its home base of France and the U.K. Like its Canadian and U.K. counterparts, Typology trades on gender-neutral, minimalist branding with accessible price points and ingredient transparency.

“There’s a general trend of people paying more attention to ingredients, whether positively — what ingredient they want to use — or negatively — what ingredient they don’t want to use,” said Typology founder Ning Li. The company features the exact percentages of active ingredients on the front of its bottles, while emphasizing that its products contain less than 10 ingredients each. Typical skin-care products have 30-40, said Li. The brand also leans strongly into conscious consumerism; it’s currently applying for B Corp status, and states that its ingredients are vegan and sourced from sustainable farms.