Ep 34: Colette Laxton, Knowledge is the Moat - Building the INKEY List

Skincare should not require a chemistry degree, a 12-step routine, or a luxury-sized budget.

In this episode of SHeCOMMERCE, Cristina and Jacqui sit down with Colette Laxton, co-founder of The INKEY List, to explore how consumer obsession, founder resilience, and ruthless commercial discipline helped build one of beauty’s most disruptive brands.

Colette shares how the rise of Reddit became an early aha moment. Consumers were turning to one another for answers because brands were not giving them the clarity they needed. That insight became the foundation of The INKEY List: better knowledge powers better decisions.

But this is not just a story about skincare. It is a candid conversation about failure, ego, imposter syndrome, financial discipline, and learning how to sell yourself, your ideas, and your products.

Colette explains why founders must stay curious, understand the P&L deeply, and approach opportunities by “starting at yes.” She also reveals how The INKEY List reverse engineers affordability in a way inspired by IKEA—first understanding what the consumer wants and what they are willing to pay, then building the business model around it.

Because every penny counts. And every marketing dollar needs to pay back.

The conversation also goes inside The INKEY Lab, a community-driven product development model launched nine months ago. Colette joined a call with more than 500 consumers to listen directly to their needs, helping inspire the development of the brand’s Milky Toner. Today, The INKEY Insider community has already grown to one million members.

Cristina, Jacqui, and Colette also dig into:

• Why clarity is part of the product—not just the marketing
• The difference between founder conviction and founder ego
• Why social commerce must be visual and built around storytelling
• How community feedback can shape real product innovation
• Why healthy skin starts with hydration
• Why hyaluronic acid remains the gold standard for hydration
• How curiosity creates better leaders and stronger brands
• Why even highly successful founders still struggle with imposter syndrome
• The importance of having friends and cheerleaders outside your own industry
• And, naturally, the confidence-boosting power of a red lipstick

Colette’s story is a reminder that building a bold brand requires more than a great idea. It takes humility, financial fluency, relentless listening, and the courage to keep showing up—even when imposter syndrome comes along for the ride.

Bold Brands. Fierce Women. One Sisterhood.

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