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.