The INCI Lab

The INCI Lab is a New Zealand cosmetic formulation and small-batch contract manufacturing partner for founders who want clarity, control, and products backed by real science. Offering custom formulation, scale-up support, and private-label skincare, The INCI Lab makes it easier to launch and grow with low moqs (100–500 units).

Led by Merve Samur, The INCI Lab brings over a decade of hands-on r&d experience across clinical chemistry and commercial formulation. Guiding formulation strategy, innovation pathways, and regulatory standards from concept through to commercialisation, so you understand your ingredients and build a brand on substance, not vague claims.

From the first drop in the beaker to the final stability test, The INCI Lab acts like your internal r&d team. You get end-to-end support from idea to launch, with a focus on transparency, quality, and efficacy across skincare, personal care, and pet wellness. You don’t just receive a formula. You receive a scalable business asset designed to perform in production and in market.

Why choose The INCI Lab

• Proven expertise across New Zealand and international brands
• End-to-end guidance from concept to launch
• Sustainability-minded practices to support eco-conscious ranges
• Base in New Zealand, with solutions built for global markets
• Connected to industry bodies and recognised through global awards and committee involvement