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. 

As fellow parents, with first-hand knowledge of how engaged today’s teens are with skincare, Co-Founders Richard and Reena 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 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.

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.