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The INKEY List vs the purest

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

The INKEY List and the purest are British and thoughtfully composed skincare brands offering gentle moisturizers, serums, toners, eye products, and more. The INKEY List is built around glycerin to significantly increase skin hydration and restore barrier function, whereas the purest is deeply cherished for its mild nature and reliable daily support. The first brand fits combination skin and sensitive skin best, with specific solutions for acne-prone skin, dark spots, and mature skin, while the second brand suits sensitive, dry, and combination skin best. They differ primarily in their exact formulations and targeted ingredient strengths, though both continue to earn praise through consistent, understated performance.

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 the purest products; for every product of both brands, with a fit score for your own skin, use the Lovi app.

Popular The INKEY List vs the purest products

The INKEY List vs the purest moisturizers

Questions and answers

The INKEY List or the purest: which is better?

The products on this page from The INKEY List generally offer higher Lovi fit levels across multiple skin types compared to the purest. Additionally, every product on The INKEY List page lists no fragrance in its ingredients.

What is the difference between The INKEY List and the purest?

The INKEY List offers a wide range of fragrance-free products on this page with strong Lovi fit levels across skin types, whereas the purest features only one moisturizer which contains fragrance. Reviewers note that The INKEY List provides affordable and hydrating options.

The INKEY List or the purest: which moisturizer is better?

The products on this page for The INKEY List include several moisturizers with High Lovi fit levels across skin types, whereas the purest features only one moisturizer with an Average to Low fit.

Which is more affordable, The INKEY List or the purest?

The products on this page from The INKEY List feature affordable moisturizers and affordable serums, whereas the purest page does not note affordability.

Which causes fewer breakouts, The INKEY List or the purest?

The products on this page from The INKEY List show varying acne-prone fit levels ranging from Low to Superior depending on the item, while the purest features only one moisturizer rated with a Low fit for acne-prone skin.

Which brand has been around longer, The INKEY List or the purest?

The INKEY List has been around longer, having been founded in 2018 in the United Kingdom, whereas the purest was founded in 2020.

Do any products from The INKEY List contain fragrance, unlike the purest?

No products from The INKEY List on this page list fragrance in their ingredients, while the purest features fragrance in its solutions product.

Which brand offers more products for dry skin with a Superior fit level?

The INKEY List offers more products on this page for dry skin with a Superior fit level, including Caffeine Eye Cream, Oat Cleansing Balm, and Polyglutamic Acid Serum. In contrast, the purest lists only one moisturizer on this page, which has an Average fit for dry skin.

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

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