The Inkey List co-founder Colette Newberry partially credits the lower prices to using cheaper, sustainable packaging, stating that she would rather invest more money into the formulations itself (via Buro Singapore). Newberry also told Buro Singapore, "I worked at Boots, so I know all the main manufacturers that the premium brands use. We acted very differently from most brands, because we cut the middle man out and source the ingredients ourselves." Newberry said it has been helpful to sell their products in Sephora, as it has expanded the brand's customer base to those who may have otherwise not heard of the company. By being in Sephora, Newberry also thinks that it helps cement the brand's credibility. 

The Inkey List also prides itself on listening to customers' regional needs and catering products to meet those needs (via HypeBae). For example, Newberry told HypeBae that there are certain ingredients that sell better in the Western countries over Eastern cultures, and vice-versa. "Key ingredients perform much better in the Western hemisphere. Lighter textures and oils, squalane in particular, and antioxidants such as Q10 are much more prevalent in the Eastern hemisphere," she said. Newberry added that Western countries tend to layer less skincare products than their Eastern counterparts.