People who love cult skincare brand The Ordinary really, really love it. Then, there are those whoreally, really don’t.

Why? Because for all the people who kneel at the altar of the brand’s single ingredient lotions and potions, there are others who have no clue what any of the products do and which ones they’re meant to use.

With names like ‘Niacinamide 10% + Zinc 1%’, ‘Retinol 1% in Squalane’ and ‘Vitamin C Suspension 23% and HA Spheres 2%’, you can understand how that could happen.

In good news, there’s a new ‘The Ordinary’ in town and it’s way less confusing.

This month, UK skincare brand The Inkey List launched in Australia’s Sephora stores. Since hitting shelves in the UK and US just six months ago, the brand’s minimalist products sell every 30 seconds.

The Inkey List – which is paraben and fragrance-free, and isn’t tested on animals – is one of four beauty brands under the British parent company BE For Beauty and promises accessible skincare that does exactly what it says on the box. No complicated packaging or ‘5 % acid peeling and brightening emulsion thingy’product names you need a science degree to figure out.

It was also founded by Colette Newberry and Mark Curry, both of whom are former branding and product developers for Boots (the UK’s version of Priceline).

But what makes this brand different to every other one out there? Here’s a rundown on what you need to know about The Inkey List.

The Inkey List products:

Behold, the full The Inkey List offering in Aussie Sephora stores. Image: The Inkey List/Amy Clark.

Here's five I got my hands on before the launch. Image: Amy Clark.

The Inkey List's Australian product offering includes 12 serums, oils, moisturisers and masks, all with one primary ingredient. They are:

The packaging is basic. There's nothing all that fancy or special about the bottles and tubes, which is likely one of the reasons they come with such a low price tag.

But take the time to look at the boxes and you'll find everything you need to know about the product in simple, easy to understand language.

The front and back of The Inkey List packaging. So informative! Image: Amy Clark.

For example, the Hyaluronic Acid box tells you:

It really doesn't get simpler than that.

So far, I've tried five of the brand's products - the Hyaluronic Acid, Caffeine Under-Eye Serum, Turmeric Moisturiser, Squalane Oil and Lactic Acid Face Serum. Here's my initial thoughts.

The Inkey List Hyaluronic Acid, $12.

For $12, this hyaluronic acid is a winner. Image: Amy Clark.

This hyaluronic acid looks and smells exactly like any other I've tried. It comes out clear and has a thin, watery consistency, and goes slightly tacky after pressing into the skin (hyaluronic acid serums are meant to feel a bit sticky when you apply them).

The bottle is teeny tiny and I'd probably go through it in a fortnight, but first impressions of this $12 serum are great!

The Inkey List Turmeric Moisturiser, $18.

I could live without the turmeric moisturiser, but also wouldn't mind if it decided to hang around. Image: Amy Clark.

I'm not the biggest fan of this moisturiser, mostly because it has a faint but detectable turmeric smell. That said,