Launch Date: October 2023
Geography: London, England
Founders:
Board Members:
Notable Investors:
2025 Full Year Projected Revenue: Under $2M, according to industry estimates
Primary Category: Skincare
Funding:
Primary Distribution Channel: Prestige
Other Distribution Channel: DTC
Key Retail Partner: Sephora
2025 Projected Offline Distribution Points: 47
After selling his previous business, Feelunique to Sephora in 2021 and during a casual chat over a family holiday in 2021, our co-founder and CEO Aaron Chatterley and his twin daughters (then 13 years old) realized that there were no skincare brands made specifically for teens. None that truly resonated with them or that were made specifically for their skin.
We spoke to many beauty experts and led research with thousands of teenagers to validate the idea: There were no brands that solely focused on teens and their skin and values.
It became clear that not only were teens potentially damaging their skin by using products that are too harsh for their skin, but they felt ignored and unrepresented at a time in their lives where guidance and representation is so important for self-esteem and growth.
Our first and most important initiative was recruiting our committee of a global group of diverse teenagers, from beauty novices to skincare enthusiasts. Their knowledge, voices, and opinions have been critical in all decision-making and product development since the very beginning and will continue to be vital for indu going forward.
Insights: Aaron Chatterley, Founder + CEO
Why now and why you?
The stars were aligned for us on timing. At the moment we exited Feelunique to Sephora my own children were at the mercy of all the misinformation on TikTok around teen skin and what they should and shouldn't be using. That conversation led to them having the idea to create a brand to solve the problem and on top of that Sephora was totally supportive as we could potentially fill a white space for them of a premium teen skincare brand.
What fuels your competitive advantage?
While there are several emerging brands focusing on teens as their core market, indu's unique microbiome balancing products are truly formulated specifically for young skin.
What are you most proud of accomplishing to date?
Securing a global exclusive partnership with Sephora.
What is the one thing you wish someone had told you?
Don't launch a makeup line!
What would you tell your past self before starting this journey?
Don't launch a makeup line! But also trust yourself and your gut.
What does success look like in the next 3-5 years?
For indu to be the top of mind brand for teen skincare globally.
What's one industry trend that is overhyped, and what's being overlooked?
Overhyped: The use of food in ingredients and marketing collateral. Overlooked: REAL collaborative communities that are genuinely engaged with the evolution of their favorite brands.
How do you think the industry needs to evolve?
By creating brands from the customer up; brands need to get to know their audience before doing anything.
If you could wave a magic wand, what one wish would you make for your business?
Mass awareness!
