"We've been in failed startups, we've been in tough times in early days," said The Inkey List co-founder Mark Curry. But Curry credited early business non-starts for the cautious and measured way he and co-founder Colette Laxton are stewarding their latest company, The Inkey List, a skin care line with products under $15.

"With The Inkey List, it was all of our learnings that we took of what worked [and] what didn't work," Laxton said. Curry, for his part, had a prior life starting a female feminine care line way before sexual wellness products were making a splash in beauty retailers.

Further trial-and-error was methodic. Laxton and Curry incubated several beauty lines via its umbrella company, Be for Beauty, before landing on its hitmaker.

Since debuting in the U.K. in late 2018, The Inkey List is available exclusively in Sephora in the U.S., as well as in select channels in Southeast Asia. As the brand has grown over the last two years, education is a big part of The Inkey List's awareness plans, even if consumers use said information to then buy the brand's products elsewhere or buy from other companies entirely.

"We want to be the brand that gives the consumer the right information to help them," Laxton said. The company plans on launching "Ask Inkey," a 24/7 chat service for anyone with a question or concern about skin care or ingredients. The brand is also in the midst of retooling its website.

Despite their insistence on careful growth, Curry said he hopes The Inkey List will "be a $100 million brand."

The founders joined the Glossy Beauty Podcast to talk about properly educating consumers, biding their time and how past failures helped them finally succeed.