Serial entrepreneur Ning Li expands beauty brand Typology mid-pandemic - Business Insider

Serial entrepreneur Ning Li founded skincare brand Typology in France and is now launching it in the UK even as the pandemic bites into consumer spending.

Li is the founder of Typology, a Paris-headquartered beauty brand that taps into the contemporary craze for ethical skincare for well-informed consumers. The startup offers beautifully packaged skin serums, oils, and hair care products and is now live in the UK after initially focusing on France and Belgium.Typology's sell is that all its products are vegan and cruelty-free; you can see the key ingredients on the label; and the beautiful bottles fit through your letterbox.

"I'm a bit of a control freak as a person," he told Business Insider. "I'm also very skeptical ... one day I was buying a cream for my daughter, who's now two, and I started Googling — you look at the back of a cream and you start reading those long names, and most of the names I don't understand.

But the lockdown has caused odd shifts in consumer behavior — makeup sales may be down, but skincare is up., skincare sales were up 183% through April.

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