Indu’s plans to disrupt the teenage beauty market: ‘We want to create the Huda Beauty for teens’

By Amanda Pauley | Published: 6-Sep-2023

The new brand founded by Reena Hammer and Feelunique’s Aaron Chatterley launches on 13 September with plans to be the go-to beauty brand for teens

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There is a new beauty brand on the block promising to disrupt the teenage market using community-first marketing tactics – and it has got the industry talking. 

Indu, which launches on 13 September, is a premium entry level skin care and make-up brand for teenagers to learn about beauty in a way that promotes self-esteem.

It has been created by industry big hitters Aaron Chatterley and Richard Schiessl, the co-founders of online beauty retailer Feelunique, which was absorbed into Sephora UK in 2022, and Reena Hammer, previously Global Director of Soho Health Club.

With the tagline ‘created for teens by teens’, it promises to deliver fun, high quality and efficacious products for 13 to 17-year-olds in a way that challenges the status quo. 

Its key differentiator is its 150-plus global teen committee who have contributed to every stage of the brand’s development, and will continue to do so going forward.

“Our intention is to create a global teen beauty brand,” says co-founder Chatterley.

“We are not doing this to create a UK brand, we want to create the Huda Beauty for teens.

“There are so many places to go for teen fashion but when you think about teen beauty, it is fragmented and small, or there is a real lack of awareness. 

“We want to change that.”

The idea of Indu is about celebrating them as they are now, as teenagers
– Aaron Chatterley, co-founder of Indu

Co-founder Hammer adds: “When you think of smartphones, you think Apple, and we want that when you think of teen beauty you think Indu.”

The plan is certainly ambitious, but by being teen-led, the duo hopes it will enable them to build that all important, authentic connection within the teenage community.

“That is why our entire business process involves teenagers, from the UK and America, to Australia and the Middle East,” says Hammer. 

“From day one they have been involved in

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