The indu Story
Here's the lowdown on how indu was born, our core reason for being and why teens are at the heart of everything we do.
It started with teens
During a casual chat over a family holiday, our co-founder Aaron and his twin daughters (then 13 years old) realised that there were no beauty brands made specifically for teens. None that truly resonated with them, with products made specifically for their skin.
As fellow parents, with first-hand knowledge of how engaged today’s teens are with skincare and makeup, Co-Founders Richard and Reena (now our CEO) saw the same gap and quickly bought in to the idea, joining Aaron on the exciting indu journey.
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, their skin and their values.
It became clear that not only were teens potentially damaging their skin by using products that are too harsh, but they felt ignored and under-represented, at a time in their life where guidance and representation is so important for self-esteem and growth.
Our first and most important initiative was recruiting our committee: a global group of diverse teenagers, from beauty novices to skincare enthusiasts. Their knowledge, voices and opinions remain critical in all decision making and product development today.
