The indu Story

It started with teens

During a casual chat over a family holiday in 2021, our co-founder & CEO Aaron and his twin daughters (then 13 years old) realised that there were no skincare brands made specifically for teens. None that truly resonated with them or 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 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 have been critical in all decision making and product development since the very beginning and will continue to be vital for indu going forward.

Want to join? Learn more about joining the indu Committee.

indu’s mission is to always put teens first, offering an entry point for you to enjoy skincare in a holistic, relatable and healthy way so that we can help you grow, shine and evolve in your own skin: no matter who you are, what you look like, or what beauty means to you.

indu was born from real teen ideas, for real teen skin. 

For Co-Founder Aaron Chatterley, a casual conversation with his twin teen daughters cemented the brand’s core mission and ethos: teens deserve a beauty brand that’s made entirely for them. At the time, this didn’t exist.  

After conversations with industry experts, business leaders and other parents, there was overwhelming agreement: there were no brands that solely focused on teens, their skin and their values.  

Time to create something special. 

The very first step? We recruited our committee. A global group of diverse teens, from beauty novices to skincare enthusiasts. Their knowledge and opinions still inform brand decisions and product development today.  

We couldn’t have built indu without them. Teens have a voice, and we’re listening. 

indu’s mission is to always put teens first, offering an entry point for you to enjoy skincare in a holistic, relatable and healthy way, so that we can help you grow, shine and evolve in your own skin: no matter who you are, what you look like, or what beauty means to you.