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The INKEY List vs Principia

Rated by Lovi · Unbiased, science-based skincare AI trained on real user outcomes · How the Fit score works

The INKEY List is a British skincare brand founded in 2018 and owned by Brand Evangelists for Beauty Limited.

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This page compares some of the most popular The INKEY List and Principia products; for every product of both brands, with a fit score for your own skin, use the Lovi app.

Popular The INKEY List vs Principia products

Questions and answers

The INKEY List or Principia: which is better?

The products on this page from The INKEY List generally offer a wider selection with better Lovi fit levels across skin types than Principia, which features only a single cleanser. Reviewers also frequently highlight The INKEY List for its affordable and hydrating moisturizers.

What is the difference between The INKEY List and Principia?

The INKEY List offers a wide variety of cleansers, toners, serums, and moisturizers that feature no fragrance and fit sensitive and combination skin well. In contrast, Principia only lists a single cleanser on this page.

The INKEY List or Principia: which cleanser is better?

The products on this page show that The INKEY List offers multiple cleansers, such as Salicylic Acid Cleanser and Oat Cleansing Balm, with High to Superior Lovi fit levels for several skin types. In contrast, Principia lists only a single cleanser, Gel de Limpeza GL-01, which has only Average or lower Lovi fit levels across most skin types.

Which is more affordable, The INKEY List or Principia?

The products on this page for The INKEY List feature affordable moisturizers and affordable serums as noted by reviewers, whereas affordability is not mentioned for Principia.

Which causes fewer breakouts, The INKEY List or Principia?

The products on this page for The INKEY List sometimes note purging and breakouts among reviewers. For Principia, the page does not provide enough information to compare breakouts directly.

When was The INKEY List founded compared to Principia?

The INKEY List was founded in 2018 in the United Kingdom, while Principia was founded in 2020.

Which company owns The INKEY List and which company owns Principia?

Brand Evangelists for Beauty Limited owns The INKEY List, and Viziera Participacoes Ltda. owns Principia.

Do products from The INKEY List contain fragrance?

Every product on The INKEY List page lists no fragrance in its ingredients.

Research behind their key ingredients

Behind this comparison

Lovi compares products by their fit scores, calculated from the full ingredient list with brand-independent rules our dermatologists and cosmetic chemists build and review, and personalizes every pick with AI trained on the real results of millions of users. Lovi trains its fit score models on a proprietary dataset built from more than 10,000 expert-labeled products and more than 100,000 simulated examples, following an internally consistent methodology presented at Cosmoprof, AMWC, and Skin of Color Update.

  • Nadia Kapleva, MS

    Nadia Kapleva, MS

    Co-founder, Medical Director

    Cosmetic chemist, cosmetologist, aesthetic products developer

  • Alexey Shagraev, PhD

    Alexey Shagraev, PhD

    Co-founder, CEO and CTO

    PhD in computer science, 3x US patent holder, ex-Google, ex-Yandex

  • Dr. Sofía Perea Pérez, MD, MSc

    Dr. Sofía Perea Pérez, MD, MSc

    Medical Board

    Aesthetic medicine practitioner, MSc in Longevity and Anti-Aging Medicine

  • Aishani Shah, MD

    Aishani Shah, MD

    Medical Board

    Specialist dermatologist, MBBS, MD, IFAAD

  • Asya Zubkova, MS

    Asya Zubkova, MS

    Medical Board

    Cosmetic chemist, SCS, IFSCC member

  • Hanna Kurets, MD

    Hanna Kurets, MD

    Medical Board, Medical Advisor

    Dermatology MD

  • Elina Nazarenko, MD

    Elina Nazarenko, MD

    Medical Board

    Dermatology and diagnostic consultant

  • Victoria Derkova, MS

    Victoria Derkova, MS

    Medical Board

    Cosmetic chemist, cosmetic development technologist

How does it fit your skin?

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