New skincare Typology, is a Paris-based startup that designs and sells directly to consumer quality skincare and cosmetics products. The startup has been founded by Made.com co-founder Ning Li and launches today.
The company also promises that all its products are vegan, cruelty-free and made in France.
“Typology is a relatively ambitious project. We want to challenge FMCG [fast-moving consumer goods] brands with a digital pure player,” Ning Li says. “I spent all my career working in e-commerce. I’ve seen a lot of industries move from offline to online. But some industries, such as cosmetics, food and do-it-yourself, have been migrating to online channels more slowly.”
Typology plans to launch 10 different product lines over the coming months. Each line will have its own concept and its own sub-brand. Everything has been developed in-house.
Today, the startup is launching three sub-brands. “Raw” is all about mixing products at home. You can order a kit and you’ll get oils, powders, spoons and a small box to create your own mask, hair oil, beard oil, etc. You can also order each product individually — Raw products are only made using one ingredient.
In the “Lab” product line, you’ll only find cosmetic serums. The company has launched six different tiny bottles for now. Each serum has its own set of properties depending on your needs.
Finally, “Ten” products are basic skincare products with less than 10 ingredients. The company is starting with face, hand and body moisturizers. Soon, the startup will also launch shower gels, shampoos, micellar water and a makeup remover.
Typology is a unisex brand and has appealing minimalist packaging and plans to use recyclable packaging as much as possible by relying on glass and aluminum, but you’ll get plastic bottles if you order bigger products though.
For now, Typology is only available in France, but the company plans to expand to other European countries.