Instagram is loving this new (nontoxic) Gen Z skincare brand

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If our secret love for TikTok is any indication, people are turning to Gen Z for the next set of cool and trendy products. Surprisingly, the on-the-rise skincare brand INN Beauty Project is speaking the language of Gen Z aesthetics, and also providing clean beauty for a new generation of skincare fanatics.

Whether you are just now getting into finding a daily routine or your skincare fridge inventory is due for a makeover, INN Beauty Project is one to look out for. The woman-owned product line launched in October 2019 by Alisa Metzger. Plus, outside of the Instagrammable packaging, with its alternative, maximalist and non-pink aesthetic, the brand seeks to serve a varied-toned audience from an affordable, clean beauty perspective. Did we mention everything is under $30?

Despite its buzzwords and against-the-grain packaging in the skincare market, the brand’s products address concerns including redness, blotchiness, hyperpigmentation, dark spots and dullness thanks to its aptly-named Even Out formula. The line helps even out everyone’s skin tone. And that’s regardless of who uses it.

Plus, even with the inclusive sizing and diverse skin tone in the models that encapsulate the brand’s marketing, it retouches absolutely nothing.

“We never retouch our images because it is important to us to work to set a new standard for beauty,” Metzger said in an interview with Glam.com. “We want our community to be able to connect and relate to our imagery.”

Here are just some of the already favorited products in the line:

Shop: Glaze #1 Lip Oil, $15

Credit: INN Beauty Project

Across all retailers, this Glaze #1 Lip Oil is its most reviewed product. It’s super juicy and the fermented pomegranate helps to exfoliate the lips. There’s even a plumping complex (plant-based) to give you fuller lips now and over time. Not to mention, the natural red route oil gives you a subtle cherry red lip color. 

“No matter what time of the year it may be, I struggle with really dry lips,” one customer wrote. “GLAZE #1 Lip Oil completely changed that for me. They stay hydrated and look so plump and glossy!”

Shop: Next Level No BS Moisturizer, $28

Credit: INN Beauty Project

A personal favorite, the Next Level No BS Moisturizer not only leaves your face feeling nourished, but it also leaves you with a leftover glow. And with its Even Out complex, it evens out complexion. 

Shop: Down to Tone Life Changing Toner, $26

Credit: INN Beauty Project

This toner is the real deal for revealing clear skin after cleansing. It includes niacinamide to improve hydration, as well as vitamin C to brighten the skin. The brand recommends using a broad-spectrum SPF as part of your skincare routine. 

One customer claimed it solved years of acne-prone skin.

“I have had issues with acne my whole life and after using Down To Tone for 1 week my skin has transformed into a clear bright canvas! It’s gentle but very effective for my sensitive skin. I thank you for this wonderful product!!”

Shop: Foam Around Clarifying Daily Cleanser, $22

Credit: INN Beauty Project

The Foam Around Cleanser helps to remove makeup and any other built-up grit. Plus, it doesn’t strip the skin of natural moisture and it’s great for people with sensitive and acne-prone skin. 

Shop: Power Up Dual-Phase Face Mist, $22

Credit: INN Beauty Project

Before or after toner, this mist is like the energizer bunny for your face. Filled with electrolytes, eggplant and aloe, it helps to hydrate and revive tired or dull-looking skin.

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