indu tackles skincare stigma with campaign for teen boys

Skincare brand indu is encouraging improved skincare habits among teenage boys following research showing that nearly one in three use shower gel to wash their face.

An independent survey, commissioned by indu and conducted by OnePoll, found that 43% of teen boys believe skincare is "girly", highlighting how lingering stereotypes may discourage engagement with skincare routines.

In response, indu has launched a campaign focused on promoting "simple and effective cleansing habits". The initiative aims to help teenagers better understand basic skincare principles and choose products suited to their skin.

With social media often promoting multi-step skincare routines, indu’s campaign also. emphasises a "less is more" approach, encouraging simple habits and addressing perceived gaps in skincare education between boys and girls.

Cosmetic scientist, Robin Parker, said: "Maintaining a healthy skin barrier is essential for overall skin health. Shower gels formulated for the body are not designed for facial skin and can disrupt the barrier if used regularly. While they remove dirt and grease, they can do so too aggressively.

"Facial skin needs a balance of natural oils to function properly. Removing these oils can affect the skin’s microbiome, potentially leading to dryness and blemishes, even in oilier teenage skin."

To conclude its January campaign, indu will host a boys-focused event at Toca Social Birmingham. The event is intended to bring teenagers together in a "relaxed environment" while demonstrating "how straightforward skincare routines can fit into daily life".

The brand said the event supports its aim to connect with teens outside London and strengthen its national presence. As part of the campaign, indu is also offering 25% off cleanser refills online.

Sophie Bryant, Brand Marketing Director at indu, told TheIndustry.beauty: "We’re on a mission to educate teens - including boys - about healthy skincare habits. Our campaign aims to change the narrative that skincare isn't “girly”; it’s basic hygiene.

"Everyone deserves to feel confident when caring for their skin. Our goal: to empower teens to start the year with a simple, healthy skincare routine, however that may look for them, and turn it into a daily habit."

The move follows indu’s decision to sharpen its focus on skincare, after recently announcing the closure of its makeup category.

The business said the shift reflects feedback from its teenage community, with a renewed emphasis on skin health as the core of its offering.

To mark the transition, indu has launched its largest sale to date, with all remaining makeup products available for £5 for a limited time online.