About

The beauty industry is full of secrets. We built The INCI Lab to change that. We believe founders deserve to own their intellectual property, understand their ingredients, and build brands backed by real science—not just marketing fluff.

We don't just hand you a formula; we hand you a scalable business asset

MEET THE FOUNDER

With over a decade of hands-on R&D experience and a track record recognised by global industry awards (including Pure Beauty and NZSCC), Merve Samur sits at the intersection of clinical chemistry, commercial formulation, and real-world consumer demand.


Merve leads the scientific direction at The INCI Lab, shaping formulation strategy, innovation pathways, and regulatory standards from concept through to commercialisation.

OUR MISSION

Bringing a product to life is a journey, and you shouldn't have to walk it alone. The INCI Lab exists to bridge the gap between your creative vision and the complex reality of cosmetic chemistry.From the first drop in the beaker to the final stability test, we act as your internal R&D team. We work with entrepreneurs and scaling brands who demand transparency, quality, and efficacy in their skincare, personal care, and pet wellness products.The Goal: To make the complex world of formulation seamless, sustainable, and successful for you.

WHY CHOOSE US?

  • Proven Expertise: We’ve worked with countless New Zealand and international brands to develop high-performing products. We are proudly members of the New Zealand Society of Cosmetic Chemists, Cosmetics NZ, and our products have been globally recognized with awards such as the Pure Beauty Global Awards, NZSCC, and C&T Alles. Additionally, we are actively serving on the committee of the NZSCC and regulatory advisory committee of IBA
  • End-to-End Support: From idea to launch, we guide you through every step of the process.
  • Sustainability Focus: Our commitment to eco-conscious practices ensures your products are kind to both your customers and the planet.
  • Local and Global Reach: Based in New Zealand, we proudly support local businesses while offering solutions tailored to international markets.

Your Vision, Our Expertise

Whether you're looking to start a small skincare business or add innovative products to your range, The INCI Lab is your trusted partner in creating cosmetics, personal care, and pet care solutions. Together, we turn ideas into reality—bringing your vision to life with science, creativity, and care.

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