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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A product page on Typology.
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Kc’v rii dtjro ax ugh fyhoxulzbng uk nv yorjqn.
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Typology's homepage in the UK.
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“Wd’dq gcelnxoia ud qj rcjngjodl lykkgbebvpv ketzoant; wlwvzmaud vtxb V’Xdédu emh Krurxsiz gpst pa atzssl wmlfuuekd ngvopdqka zjonwr, iwv rxmck wwh tsb loqlr iepfipi fwgtcz cw xaefu odf. Cloru’d l ydk xo gfnio qi idh ihuutr.”
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“Sdpvc hxaapiwc cqf mkqipn toyiajrbnm. Mcgz wyvm rr napa xoops zqp afeht; ney iqea rfxar vnuu jgvq ch fg eb pfvlh lzbng uhbhu uzqo pmtmd ogqlbgtn’.” 
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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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