Gen-Z is Buzzing Over This Clean Beauty Brand


| LAST UPDATE 04/10/2022

By Peral Simons
Clean Beauty, Affordable Makeup
Stock Photo via Getty Images

Clean Beauty. It's all the rage nowadays, but at what cost? Not only is it one of the most expensive ways to feel beautiful, but it's an industry filled with controversial issues such as scare tactics and out-of-touch branding. That's where Alisa Metzger and Jen Shane have come in - trying to make significant changes where it is so greatly needed. With their brand, InnBeauty, they are working tirelessly to provide clean yet affordable beauty products accessible to all consumers.

Established in 2020, right before the start of the pandemic, in just two years, these entrepreneurs have managed to achieve more for the clean beauty industry than most brands have done in the past decade! Available at Sephora and adored by all the major influencers, the brand has everyone talking. After successful careers in Tula and BareMinerals, the women saw a gap in the clean beauty market. "[We] quickly noticed that there were a couple of blatant things missing," Metzger told Glamour. The most prominent of these was affordability. With brands selling clean products at a minimum $50-$80 price point, the average American citizen could not justify spending this. Leaving many people, most notably Gen Z, left out, something needed to be done.

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In an interview with Glamour, Metzger explained the motive behind the brand. "We were like, 'there's got to be a way to do clean and efficacious skincare at a cheaper, more accessible price point. The other thing was, if these companies are really only targeting that top earner, the woman that's going to shell out $300 on a routine, then they're really talking to a Caucasian woman who's in her late 30s, plus. What about the next generation?" Not only priced for the younger generation, but the brand boasts products that target their concerns, such as redness, dark spots, blotchiness, and dullness.

InnBeauty, Clean Products
Stock Photo via Getty Images

"People feel like they're a part of the brand. It sparks joy—the colors, the packaging, the branding, the aesthetics. They want to share their skin journeys. They want to talk about their routines and why this has helped. It's really that emotion of, 'this is not only fun to buy and use, but it also worked.' That is the key to this whole thing," the owners explained. Try it out for yourself here!

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