Incognito UK

Updated: September 11, 2026

incognito is a London company selling DEET-free natural insect repellents and the products around them: spray, roll-on, lotion, kids spray, a mineral sunblock, hair and body wash, soap, deodorant, aftersun, incense sticks, a room refresher, refillable bracelets and necklaces and a bite relief stick. Prices run from GBP 6.99 to GBP 50.00 in sterling with free UK shipping, and the header carries the claim the range is built on: UK’s number one natural insect repellent. Built on Shopify.

Website Design

Black, white and a lime accent. The announcement bar and highlight cards use a pale lime, the footer is solid black with white text, and the body is near-black on white. Cards carry a hairline border and a soft radius; buttons are black pills.

One typeface throughout. Jost sets headings, navigation, product names, prices and buttons at a single weight, with a slightly heavier cut for emphasis. There is no display face and no serif anywhere on the site.

A uniform pack shot grid. Almost every product is shot as a black bottle with a green cap on plain white, so the three-column grid reads as one range rather than a set of listings. Cards put price above name, then an Add to cart button.

Shopping Experience

The menu is a routine, not a catalogue. Shop incognito is grouped as Prepare Your Skin, Clinically Proven Insect Repellents, Extra Protection, Ambient Protection and After Bite Care, ordering products by when you use them rather than by type. A parallel Protection Routine Bundles menu sells seven ready-made kits, from a Complete Protection Duo to an Elite Traveller set, each with its own listing and saving badge.

A four-step system drives the merchandising. A sub-bar reads “Layer your protection with the incognito Simple Step System. The more steps, the more you save.” Product pages mark which steps an item covers as filled dots and state the offer: complete all four to unlock 20% off, applied at checkout.

Buying from the grid. Add to cart appears on every card, with Choose options only where variants exist, so an order can be built without opening a product page. Checkout leads with Shop Pay and PayPal, then card and a pay-by-bank option.

Brand Storytelling

Proof before persuasion. The headline claim is footnoted in the footer: clinically proven by the London School of Hygiene and Tropical Medicine to give 100% protection for at least four hours and good protection for up to eight against mosquitoes carrying dengue, chikungunya, yellow fever and Zika. The market position cites Nielsen data.

The founder is a nav item. Under Our Story sit Howard Carter, In the Media and The Science, giving the person, the coverage and the evidence three separate pages.

Notable Features

A product quiz as the entry point. Which Products? Take Our Quiz sits in the Simple Step System menu and again on the homepage as a Protection Plan. Trustpilot ratings appear above the header, on the homepage and on product pages.

Education pages beside the shop. Avoiding Insect and Tick Bites, Insects and Tick-Borne Diseases and Avoiding Ticks are linked at the same level as the collections, and B Corp and Cosmos Natural marks sit under the product description.