The INCI Lab Ltd is a boutique, award-winning, and science-first formulation studio based in Auckland, New Zealand. Led by Merve Samur, a veteran cosmetic chemist and the current President of the New Zealand Society of Cosmetic Chemists (NZSCC), we provide expert R&D services specifically tailored for indie beauty brands.
Our mission is to bridge the gap between creative vision and technical reality through a collaborative, transparent, and evidence-based approach. We operate under our signature "Pathfinder" framework, offering structured pathways for every stage of a brand's journey:
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Ask The Chemist: Focused 30–60 minute expert consultations for troubleshooting, ingredient swaps, and compliance guidance.
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The Accelerator: A semi-custom model for faster market entry (approx. 3–4 months) using stability-verified bases.
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The Visionary: Full custom R&D for brands seeking total differentiation with full IP transfer upon completion.
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Reformulation & Rescue: Dedicated support to optimize existing formulas for performance, cost, or compliance without starting from scratch.
Credibility & Recognition We take pride in our "no shortcuts" philosophy and our commitment to cruelty-free, sustainable design. Our work is internationally recognized, with recent accolades including:
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NZSCC Best Innovative Product (Advanced) — 2024
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C&T Allē Awards — Best BodyCare Award & multiple wins (2024–2025)
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NZSCC Best Sustainable Design — 2023
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Pure Beauty Global Awards — Multiple Finalist placements (2022–2024)
Whether you are navigating NZ/AU, EU, or US compliance or seeking to develop high-performance skincare, haircare, or color cosmetics, The INCI Lab is your partner in professional product development
