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indu Brand Press Release

indu Beauty Stand: M113
indu Brand Press Release
Teen-Driven Beauty Brand, indu. The beauty brand for teens, created with teens

indu is a disruptive beauty brand, developing all of its gentle yet effective formulas specifically to be safe and suitable for teen skin. The innovative brand’s skincare, makeup and new-to-market “colourless” collections are teen approved and parent trusted. 

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. A safe space to learn and care for their skin and experiment with makeup in a holistic, healthy and fun way. Explore individuality, express creativity and find confidence with indu.

Created With 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, Aaron Chatterley and Richard Schiessl, co-founders of revolutionary beauty retailer Feelunique, that sold to Sephora in 2021.

Driven by teen trends, lifestyles and habits, the brand is shaped by an in-house community of 250+ global teenage beauty enthusiasts, aged 13-17, of diverse genders and backgrounds. Everything indu does and every product its expert team creates is purpose-built for their skin. The indu teen committee is at the heart of the brand - helping shape it from the very beginning, influencing and informing decisions across the business, including:

●      Brand identity and direction

●      Messaging and marketing strategies

●      Content creation and art direction

●      Testing products

●      Naming products and shades

●      New product development

●      Packaging decisions

●      Sustainability priorities

Supported by expertise, indu also has a board of 14 advisors, comprising influential voices with a wealth of experience across the beauty and fashion industry. This group provides expertise in skincare, makeup, retail and community to ensure the brand is constantly driven forward.

What the indu teen committee says:

I'm super excited because I have a passion for helping other teenagers like myself. It's just so inspiring to see brands that are dedicated to making a difference in our lives. I genuinely believe that together, we can create something amazing and empower teenagers to thrive. - Ani

“I love everything that you stand for, I really struggle to find makeup and skincare for me, as a teen there is nothing out there for us.” Lucy

Co-founder and CRO Aaron Chatterley said: “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 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 they 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 is truly for them.”

Co-founder and CEO Reena Hammer said, “Teens are the heart and soul of indu. We want to support them on their journey to build a healthy, lifelong relationship with beauty. We know they’ve been overlooked for too long, and that ‘teen’ is not a dirty word. We are guided by their feedback, opinions and lifestyles – everything we do and every product our expert team creates is purpose-built for their skin. Our promise is to always put teens first, and we’re proud to be a brand that they can own and champion.”

indu’s commitment to making a positive impact is guided by three ‘R Principles’:

  • recyclable
  • made from recycled materials
  • refillable

Where possible, the products achieve all three of these values. All cartons and shipping materials are FSC (Forest Stewardship Council) certified, plastic free and 100% recyclable. indu works to reduce unnecessary wastage by offering refillable packaging for all moisturisers and cleansers, as well as intentionally producing smaller packaging to be adaptable to changing teen skin and tastes, for less waste.

Skincare Collection

Teen skin is at its most perfect. It’s what we all strive to maintain as we get older. Teen skin naturally produces collagen and elastin at maximum levels, and cell turnover is also at its fastest, so they have fresh, renewed skin daily that retains hydration easily. But life isn't perfect – there are aggressors that kick teens’ skin out of balance. Whether it be stress from exams, hormonal changes, diet or environmental factors, indu skincare is designed to restore balance. The vegan, cruelty-free range is formulated to be safe and suitable for teen skin in every way, respecting the microbiome with indu’s unique Tribiotic Complex.

This is a unique combination of functional prebiotic and post-biotic ingredients: inulin (prebiotic), Lactococcus ferment lysate (microbiome support) and lactic acid (postbiotic). They are specifically chosen to be kind to teen skin, working together within indu products to maintain balance within the teen microbiome.

All products are dermatologically tested and non-comedogenic. Whether the Micro-Fine Wonder Scrub or Moisture Fix Mask, every product has a purpose. Working with botanical ingredients that are both soothing and targeted, indu focuses on kind-to-you formulas for all skin types. These double-action, multi-functional formulas are reflected in all products, including the Spot On Paste, Clear Skin Fix Mask and Cleansing Pads. 

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 that’s cleverly clear and school friendly, with skincare ingredients for added hydration. These invisible makeup products, formulated to suit every skin tone and type, are the perfect entry point, giving teens subtle makeup that’s wearable every day.

Makeup Collection

indu makeup is a curated range that has been formulated for teens, informed by teen trends and usage habits. A first of its kind, the innovative indu customisable palette is totally interchangeable (and portable), with shades to suit all skin tones, allowing teens to curate their own makeup kit, entirely personalised to their mood and style.

With endless combinations, attachable and compatible pods pop in and out easily, while wands (from lip oil to brow gel) can be attached with the lanyard. The products are nourishing, hydrating and non-comedogenic, to help maintain healthy teen skin. Each piece is purposefully produced in smaller sizes to allow for experimentation and play, without wastage. Just pop, clip and go…

Discover indu online at www.indu.me and on social @indu.beauty

Now available in store and online at Sephora UK

For more information, please contact Lion Communications

jay@lion-communications.co.uk, keshena@lion-communications.co.uk, adele@lion-communications.co.uk

*Mintel, In the US, 73% of 13-17 year old consumers prefer to use beauty and personal care products designed for people their age" - INSIGHT BEAUTY DISRUPTORS: TWEEN/ TEENAGER BRANDS report, April 2023

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