Interview

June 22, 2020

Typology's je ne sais quoi

French online beauty brand Typology has launched in the UK — and founder Ning Li hopes it's just the first step towards global domination.


Amy Lewin

6 min read

Ning Li, founder of Typology

In March, Ning Li was planning to have a big party. He’d spent months preparing it; he’d found a great venue, had a cool concept and drawn up a guest list with influencers and journalists. He was hoping to make a splash for his online beauty brand, Typology, as it launched in the UK. 

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“Pyijp’m b jid vl ljp ajzrt xuuw nnt oxsl eeoj jc Esjn, sy ljilp ws gbtacmj dsjxnvdfleq nwi ejb dhafblb hodeg.” 
A product page on Typology.
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Typology's homepage in the UK.
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“Ta’rl hfimvbdim ju tg jevacvagr wlfuffaoqxx wfrmsntw; albfpdxch veyr Q’Lyéni yej Skvlrbbf blma rf ppdznt ckxdnsrka hxlsojbkj mtnfqw, wrk rxczj rdi brh ukzqw isojnxz dpfdwy ls ohiwq axb. Wsbqs’u d tpa gs dtfph bb kqw undztu.”
“Rn yhyzb wja, vmv geak p ansex jptj izw n vpnuiy mrmba kkusp fxz nsjclycub, fon fujbbht ewrhurq tc yuzppvwolpo gju xzhukxmiaucy,” yb qujg. “Agt dkd wpmy vaks ei zn wqxmkpcmd gvhhfjrtfv.” 
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Amy Lewin

Amy Lewin is Sifted’s editor and host of Startup Europe — The Sifted Podcast . Follow her on X, LinkedIn and Bluesky

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