Typology

Name: Typology
Brand: France
Availability: OutOfStock

since 2019 : The Parisian Skincare Brand Redefining Simplicity

Founded in Paris in 2019 by entrepreneur Ning Li (best known as the co-founder of Made.com), Typology was born from frustration with how overcomplicated skincare had become. During his time in London, Li noticed that beauty aisles were crowded with long, cryptic ingredient lists, glossy marketing jargon, and inflated prices that often masked underwhelming formulas.

His mission was clear: to create a modern apothecary for the digital age. Typology would be direct-to-consumer, radically transparent, and rigorously minimal — stripping skincare down to only what was essential, effective, and honest. The brand launched with a handful of serums and creams that proudly displayed ingredient names and concentrations directly on the packaging, instantly setting itself apart from traditional players.

about typology

Typology calls itself “skincare stripped back to the essentials.” The philosophy is rooted in minimalism, with short ingredient lists where each component serves a defined purpose. Labels display active percentages clearly, turning packaging into an educational tool rather than a marketing trick.

The brand also places equal weight on design and responsibility. Amber glass, aluminum tubes, and kraft boxes create a modern pharmacy aesthetic while remaining eco-conscious. Certified vegan, cruelty-free, and B Corp, Typology embodies both French craftsmanship and forward-thinking sustainability. With its digital-first model, it delivers premium formulations at fair pricing, making simplicity not just stylish but also accessible.

Products

Typology has expanded from a handful of serums into a collection of more than 100 products that cover skincare, body care, hair care, and tinted cosmetics, all built on the same philosophy of minimalism and transparency. In skincare, the 9-Ingredient Face Moisturizer has become a cult classic for sensitive skin, while targeted treatments like the Radiance Serum with 11% Vitamin C, the Hyaluronic Acid Serum for deep hydration, and the Caffeine Eye Serum for brightening and de-puffing are among the brand’s most loved. Each formula is concise, clearly labeled, and designed to deliver visible results without unnecessary complexity.

The brand has also made waves with hybrid products that bridge skincare and makeup. The Tinted Serum is a viral hit often described as a “real-life filter,” offering light coverage with nourishing actives, while the Glow Drops became a sensation in 2023 with a waitlist of more than 9,000 people after quickly selling out. Other popular extensions include tinted concealers, nourishing lip balms, body serums with active ingredients like glycolic acid and caffeine, solid cleansing bars with sustainable packaging, and keratin-based hair masks. Across every category, Typology’s products are designed to be intuitive, effective, and easy to weave into everyday routines.

Formulation & Sustainability

Typology’s credibility rests on short, effective formulas with actives at concentrations that matter. Products are rigorously EU-compliant and often exceed regulatory standards.

Ingredient integrity : Clearly labeled actives (like “7% Niacinamide”) help demystify formulations.

Eco packaging : Amber glass, recyclable aluminum, and kraft paper reduce environmental impact while extending product life.

Digital-first sustainability : Lean logistics and minimal intermediaries mean lower carbon emissions.

Brand Highlights

In just a few years, Typology has become France’s #1 online beauty brand, with rapid expansion into the UK, US, and Europe. Its appeal lies with Gen Z and millennials who value clarity, safety, and design in equal measure.

The brand has been featured in Vogue, Forbes, InStyle, Byrdie, and Real Simple, frequently compared to The Ordinary — but with a more elevated Parisian identity. Viral hits like the Tinted Serum and Glow Drops keep it front of mind on TikTok and Instagram, while design collaborations, such as a 2024 Advent Calendar by designer Erwan Bouroullec, highlight its blend of beauty and artistry.