Typology brought clean-beauty ingredient transparency to French skincare — MADE.com founder Ning Li built a DTC brand on honest formulation and a personalisation quiz.
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See all ads on AdLibrary →Typology is a Paris-based clean beauty skincare brand founded in 2019 by Ning Li, the British-Chinese founder of MADE.com. Built on radical ingredient transparency, ultra-short INCI lists, and a skin-quiz personalisation engine, it has quickly become a leading French DTC skincare reference competing with ingredient-focused international brands.
Typology's paid ads lead with ingredients, not feelings — INCI list callouts, actives concentrations, and 'no unnecessary ingredients' claims are the core creative message. The skin quiz serves as a mid-funnel DTC tool converting browsers into customised product recommendations. See Typology campaigns at AdLibrary.
Instagram runs clean-aesthetic product shots and ingredient education content targeting skincare-curious 22–40 year olds. Facebook carries retargeting campaigns using quiz completions as the primary conversion event. The brand invests in skin-education content that builds organic authority and reduces paid dependence.
Core themes: fewer ingredients is better, concentration transparency (% of active listed), vegan and cruelty-free, refillable packaging, and personalised skincare via quiz. Copy uses clinical directness — no aspirational beauty language, just what the product does and what's in it.
Typology is the anti-marketing marketing brand — by refusing to use inflated claims or emotional storytelling, they created a trust signal that resonates strongly with ingredient-literate consumers. Their quiz funnel is a master-class in DTC personalisation: it increases AOV, reduces returns, and creates a data asset for lifecycle marketing.
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