Innbeauty's Alisa Metzger on 'creating something that didn't exist for an audience that's starving to consume'

After 15 years in the beauty industry holding various positions, Alisa Metzger founded Innbeauty Project in 2019. This clean beauty brand, which is aimed at Gen-Z consumers through an accessible pricing strategy, sells its products in major retailers like Sephora and Credo, as well as on its direct-to-consumer site. "If you think about the average [skin-care] product price and even the average [skin-care] routine being $100 and up, and then you match that with the average U.S. salary being less than $45,000 a year, it became really evident that clean skin-care was not something that most Americans can afford," Metzger said on the latest Glossy Beauty Podcast.  Metzger worked with Jen Shane, co-founder of Innbeauty, at Tula when they noticed, “The wellness movement had taken over [beauty],” Metzer said. The early pioneers of clean beauty were at the forefront of the industry because the ingredient messaging resonated with consumers within the wellness movement. However, Metzger and Shane said they noticed that clean products at an accessible price point seemed nonexistent. The two were passionate about democratizing clean beauty. Innbeauty's prices range from $15 for a single lip oil to $120 for a 6-piece kit, which is still more affordable than the prices of individual products from some competitors.  “We wanted to create a brand that spoke to [Gen Z] that didn’t exist. This industry is driven by innovation, which comes in many forms, including creating something that doesn't exist for an audience that's starving to consume," Metzger said. Metzer spoke to Glossy about the clean beauty industry, Gen-Z skin-care marketing and Innbeauty's future goals for further innovation in the beauty space.

Om Podcasten

The Glossy Beauty Podcast is the newest podcast from Glossy. Each 30-minute episode features candid conversations about how today’s trends, such as CBD and self-care, are shaping the future of the beauty and wellness industries. With a unique assortment of guests, The Glossy Beauty Podcast provides its listeners with a variety of insights and approaches to these categories, which are experiencing explosive growth. From new retail strategies on beauty floors to the importance of filtering skincare products through crystals, this show sets out to help listeners understand everything that is going on today, and prepare for what will show up in their feeds tomorrow.