Indu, the pioneering cosmetics and skincare brand for teens, has revealed Sephora as its first retail partner.
Teen skincare has become a definite ‘thing’, and indu co-founder Aaron Chatterley, who sold his Feelunique multi-brand beauty etailer to Sephora in 2021, has done a marvellous job growing the teen focused brand.
Following the sale, Indu founder Chatterley then went on to establish indu with leading beauty executive Reena Hammer and the brand was launched in 2023. Tapping into our skincare savvy early starters, the brand focuses on a range of refillable skincare, including cleansers, moisturisers, masks, a scrub and a spot treatment, as well as colourless and colour cosmetics, such as lip oils, a brow gel, eye shadows and lip and cheek tints.
Its cosmetics can be housed in a customisable palette in which teens can insert their make-up pods, while products such as its lip oils and brow gel can be hung from the palette (or indeed bags and mobile phones) like charms. The brand is still ‘on the up’, with not everyone yet familiar with it, but the latest news of a Sephora launch is set to change this.
The brand have nailed everything teenagers these days want from a brand, by doing what tehy should be doing – seeking input from their target audience. They get help with product development and naming products by calling upon a committee of teens for input on new launches and formulas, which are designed to put teens’ needs first.
Until now indu has been available only on its own brand website and a pop-up shop arrived in London last year to mark its launch. However, the news popped up on LinkedIn that Chatterley has just revealed the range had been snapped up by Sephora UK and will be sold in-store and online from 12 July 2024.
Chatterly wrote: “We are VERY pleased to confirm that indu will be launching exclusively in-store and online with SEPHORA UK this summer. The world’s leading premium global beauty retailer is the perfect destination for our audience.
“Since selling Feelunique to SEPHORA just over two years ago they have remained close to the evolution of indu and we are beyond thrilled that they have exclusively partnered with us for our UK retail launch.
“We knew from day 1 that indu was an omni-channel brand, that teens love to experience beauty in real life, so it felt like the perfect fit with 92% of our committee saying they love to shop in store.”
In our opinion, skincare can never start too early, and indu is designed and created perfectly for teens skin (which lets face it, has no concerns yet over aging, but more so being oily and spot prone). The packaging is pretty and simple, and we have a feeling that not only will the teenagers love it, but parents will feel very happy about picking items up from this brand for their beauty loving teens.
