The INCI Lab Ltd is an award-winning, science-first formulation studio based in Auckland, New Zealand, dedicated to supporting indie beauty brands with professional R&D and strategic consulting. Founded by Merve Samur, a veteran cosmetic chemist and the current President of the New Zealand Society of Cosmetic Chemists (NZSCC), the lab operates on a "no shortcuts" philosophy, ensuring every product is developed with stability, performance, and global compliance at its core.

We specialize in high-performance skincare, haircare, and color cosmetics, offering a transparent partnership model through our signature "Pathfinder" framework. This framework provides tailored pathways for every stage of development, from rapid market entry with The Accelerator to full, from-scratch custom R&D with The Visionary, where clients retain full IP ownership. Our studio is internationally recognized for innovation and sustainability, having secured multiple finalist placements in the Pure Beauty Global Awards (2022–2024) and recent wins at the C&T Allē Awards and NZSCC Awards. At The INCI Lab, we don't just formulate products; we build the technical foundation for your brand's future success.

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