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Teen cosmetics and skincare brand indu reveals Sephora as first retail partner

Lauretta Roberts
22 March 2024

Indu, the pioneering cosmetics and skincare brand for teens, has revealed Sephora as its first retail partner.

The move is something of a full-circle moment for indu co-founder Aaron Chatterley, who sold his Feelunique multi-brand beauty etailer to Sephora in 2021. Sephora then rebranded the site, which Chatterly had founded 17 years previously, and used it as its launchpad for its return to the UK.

Following the sale, Chatterley then went on to establish indu with leading beauty executive Reena Hammer and the brand was launched in 2023.

The brand includes 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.

To help with product development and naming, indu calls upon a committee of teens for input and all formulas are designed to put teens' needs first.

Until now indu has been available only on its own DTC website and a pop-up shop was staged in London last year to mark its launch.

In a post on Linked-in today Chatterley revealed the range had been snapped up by Sephora UK and will be sold in-store and online from 12 July.

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."

Since returning to the UK, initially online, Sephora has opened stores in Westfield London and Westfield Stratford City with plans to open in Manchester and Newcastle later this year already unveiled. 

Read our 2023 interview with Aaron Chatterley here. 

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