Created by teens, for teens

There are beauty brands that formulate for mature skin types, for men, but what about teenagers?
Well, picture this: a family vacation, two teenage girls, and a beauty industry veteran dad. It sounds like the setup for a sitcom, but it's actually the birth of Indu Beauty. Aaron Chatterley, co-founder of Feelunique, had his "aha" moment when his twin daughters pointed out a glaring gap in the market—beauty products that speak to teens, not at them.
"It was like seeing the industry through fresh eyes," Chatterley recalls. "My girls were reaching for products with names that made me cringe as a parent. That's when I realized we needed to do better."
(Nars Orgasm has left the chat)
You see, many beauty brands claim to understand their target audience, but Indu Beauty takes it a step further by making teens an integral part of their DNA.
Here's how:
1. The Teen Committee: Not just a focus group, but a 250-strong team of teens involved in everything from product testing to marketing decisions.
2. Expert Backup: A child psychologist on speed dial to ensure they're not just creating products, but fostering healthy relationships with beauty.
3. Community First: A dedicated community manager to keep the conversation going beyond product launches.

Additionally, while other beauty companies are busy pushing 20-step routines or "miracle" products, Indu Beauty is taking a refreshingly simple approach. CEO Reena Hammer puts it bluntly: "Clean skin and sun protection. That's the foundation."
But don't mistake simplicity for boring. Indu's products are:
- Specifically formulated for teen skin (goodbye, inappropriate ingredients!)
- Fun and expressive (because being a teen is about finding yourself)
- Parent-approved (no more battles in the beauty aisle)
But breaking into the beauty industry with a teen-focused brand wasn't all smooth sailing. Hammer recalls the skepticism: "We had to convince retailers that teens want products made for them, not just miniature adult versions."
The breakthrough? Letting teens speak for themselves. Evie Frith, a 15-year-old member of the Indu committee, sums it up: "Finally, a brand that gets that we want to look good AND take care of our skin."

As Indu Beauty sets its sights on global expansion, they're not just exporting products - they're exporting a philosophy. "We're creating a movement," Chatterley says. "It's about giving teens the tools to feel confident in their skin, literally and figuratively."
In an industry often criticized for promoting unrealistic standards, I see Indu Beauty as a breath of fresh air. By creating products that celebrate the teen years rather than rushing through them, they're not just selling skincare and makeup - they're nurturing self-esteem.
Have you tried any of the brands' products? Hey, I'm no teen, but their GlowOil is incredible!!
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