Typology is a new Millennial beauty brand founded by Made.com’s co-founder Ning Li that sets itself apart with cruelty-free products that are made with simple ingredients, sustainably packaged and made in France. With its three unisex sub-brands, the online cosmetics brand focuses on clean ingredients and transparency. As Li describes he "[wonders] if anyone really still believes all these claims made by brands.”
Within Typology, Raw gives customers the ability to mix their own products like face masks and hair oils at home, Lab offers cosmetic serums and Ten delivers skincare basics with less than 10 ingredients. In keeping with its simple approach to beauty, Typology's products are minimally branded and packaged in recycled and recyclable materials, with the aim of ultimately no longer using plastic at all.