Made.com founder Ning Li launches cosmetics startup Typology

Meet Typology, a new Paris-based startup that designs and sells directly to consumer quality skincare and cosmetics products. The startup has been founded by Made.com co-founder Ning Li and is officially launching today.

“Typology is a relatively ambitious project. We want to challenge FMCG [fast-moving consumer goods] brands with a digital pure player,” Ning Li told me. “I spent all my career working in e-commerce. I’ve seen a lot of industries move from offline to online. But some industries, such as cosmetics, food and do-it-yourself, have been migrating to online channels more slowly.”

And it starts with a list of values. Typology wants to differentiate itself from cosmetics giants with simple lists of ingredients and no dangerous product fo your skin or the environment. The company also promises that all its products are vegan, cruelty-free and made in France.

So the startup ticks all the right boxes. But if you’ve been following up-and-coming skincare companies, there are countless of brands that make the same promises.

The main difference is that Typology doesn’t want to become yet another small-batch beauty brand. The team wants to create an e-commerce giant with multiple sub-brands,

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