indu to Launch Worldwide

indu is an industry first beauty brand, created for and driven by teenagers. This innovative brand comprises skincare, makeup and a new-to-market category; “colourless”, for teens. With research showing 73% of teens want a product specifically made for them, indu has been crafted with teens at the heart of the brand. 

This entry-point-to-beauty brand offers teens a safe space to learn and care for their skin as well as experiment with makeup in a holistic, healthy and fun way. 

Formulated for teenage skin, lifestyle and needs, indu is ready to disrupt the market, by focussing on exploring individuality, self-expression and building confidence for a previously overlooked market with teens voice and insight positioned at the forefront of every brand decision. 

Founded by Teens - Supported by Expertise 

indu has been created and co-founded by industry experts, Reena Hammer, previously Managing Director of beauty destination Urban Retreat and Global Director of Soho House and Aaron Chatterley and Richard Schiessl, co-founders of revolutionary beauty retailer Feelunique that sold to Sephora in 2021. 

This dynamic trio bring their industry knowledge, retail experience and innovative thinking to indu, informed by the indu teen committee built up of 150+ global and diverse makeup and skincare enthusiasts, aged 13-17. 

The indu teen committee is truly at the heart of the brand - authentically putting teens at the centre of indu’s creation and helping shape indu from the very beginning. The teen committee is, and has been, influencing and informing decisions across the business.

Aaron Chatterley says; “We are so excited to be bringing indu to teens with the support of teens. Teen beauty is an under-served market and brands just haven’t resonated in the past. indu will change that. The concept started with my teens who expressed on a family holiday that there were no brands that were made specifically for them or were formulated for their skin needs. Over the last 2 years we’ve worked incredibly hard with teens to pinpoint exactly what teens want and what a teen brand needs; we are so proud to present indu – an age-appropriate brand that parents will understand, trust, and teens will know it is truly for them.” 

The indu product line-up comprises three ranges, which have been formulated for young skin and lifestyles featuring gentle and calming formulations that are always conscious and inclusive. 

Skincare Collection 

Teen skin is at its most perfect. It's what we all strive to have again as we get older. However life isn't perfect, there are aggressors that kick teens' skin out of balance. Whether it be stress from exams, hormone changes, diet or environmental factors, indu skincare is designed to bring teen skin back to balance, whatever life throws at them, respecting teen skin microbiome with a unique tri-biotic complex. Every product has a specific use and comes in smaller sizes to allow teens to switch up products to deal with ever-changing skin needs. 

Colourless Collection

A new teen hybrid beauty category, cleverly clear and designed for all Bridging the gap between makeup and skincare, indu’s colourless collection is a hybrid face care category. Colourless gives teens a subtle makeup routine they can wear every day and has been formulated innovatively to suit any skin tone. Colourless features skincare ingredients that work to hydrate and moisturise teen skin. The perfect entry point to makeup for teens of any age and of any skin tone. The full range is clear, colourless and school-friendly. 

Makeup Collection 

indu makeup has been formulated for teens looking to explore individuality, express creativity and inspire confidence, with a curated range based around teen trends and usage habits. 

As a first-of-its-kind, indu makeup is totally interchangeable (and portable), with options for all skin tones to allow teens to curate their own edit depending on what they want from their makeup - from barely there, to bold and playful. 

Its custom packaged designs mean teens can tailor makeup products to pop, clip and go with each day. Attachable and compatible features allow teens to ‘pop in any indu’ pods and clip-on any wands from lip oil to brow gel. The innovative indu Palette is the ultimate customisable full-face palette, teens can swap in and out make up to achieve their desired look. 

The products are nourishing, hydrating and non-comedogenic too, to help maintain healthy teen skin. The collection comes in smaller sizes to allow for experimentation and play, without wastage.

Indu will launch worldwide with the Skincare Collection on 13 September at indu.me, followed by the Colourless Collection on 04 October and the Makeup Collection on 25 October. All collections will also bee available at the exclusive indu Popup Launch Party in Covent Garden, London from 25th-28th October 2023