indu

indu is a London-based beauty brand built entirely for teenagers. Founded in 2022 by Reena Hammer, Aaron Chatterley, and Richard Schiessl — the latter two previously co-founders of Feelunique, which was acquired by Sephora in 2022 — the brand was born out of a recognition that the beauty industry had fundamentally failed to serve teen skin. The products available to 13-17 year olds were either adult formulations with inappropriate active ingredients, or childish tween ranges with no real relevance to teenage skin needs or lifestyles.

indu's approach is community-led at every stage. The brand works with a committee of over 250 diverse teenage beauty enthusiasts from the UK, US, Australia, and the Middle East, involving them in product development, branding, content creation, and retail strategy. The result is a range of microbiome-friendly, refillable skincare — including cleansers, moisturisers, masks, and spot treatments — alongside a colourless cosmetics collection designed to be school-appropriate, and a colour range for older teens. All products are vegan, cruelty-free, and formulated specifically for the hormonal changes and sensitivities of teenage skin, with sustainability built into the packaging design.

In August 2024, indu secured its first institutional funding round of £4 million led by Unilever Ventures, with participation from V3 Ventures and prominent industry angel investors. The brand launched its retail presence through Sephora UK and is targeting US market entry in 2025. indu won the New Brand award at TheIndustry.beauty Awards 2024, and the company is on track to reach profitability within 18 months of its institutional raise.