Follow us

TheIndustry.beauty Awards Winners' Interview: indu founders, Reena Hammer and Aaron Chatterley

Katie Ross
12 December 2024

In this series, TheIndustry.beauty further celebrates the successes of winning beauty businesses from TheIndustry.beauty Awards 2024 through dedicated interviews.

As the Awards is dedicated to The Innovators of the industry, we were keen to learn from their future-facing successes. From our 13 winners, we find out everything from the importance of innovation to the one beauty product they can’t live without.

indu, the teen beauty brand whose range spans from refillable skincare to colourless and colour cosmetics, received the New Brand award. TheIndustry.beauty hears from its founders, Reena Hammer and Aaron Chatterley.

indu is specifically tailored for teenagers. What inspired you to create a brand focused solely on the skincare needs of teens, and how does this focus influence your product development?

AC: As a father of twin teen daughters I was really concerned about what was available to them as they started to learn about beauty and skincare. The choices they were faced with was largely made up of skincare brands designed for adult skin needs, not teens and makeup brands that were aimed at a much older audience. From the initial idea to today, all of our product development from ideation to formulation and testing has closely involved our teen committee which is now 250 strong.

RH: After the initial inspiration from Aaron’s girls, it became clear there was so little specifically for teens, especially in way that was cool for them but also trusted by parents. We always put teens first in everything, but from an NPD [new product development] perspective it means every project starts with them, what they need, what they like and don’t, etc. If it doesn't make sense for them we don’t do it, alongside this we then make sure whatever we develop is safe and effective.

Teenagers have unique skincare concerns. How does indu ensure that its products address these specific issues, such as acne and hormonal changes?

RH: We formulate specifically for teen skin, so we research and take into account the differences and specificities they go through. We ensure products are going to be gentle yet effective. We have certain ingredients we avoid as we know they aren’t suitable for teen skin. We speak to teens so we know what their key concerns are and we test with teens to ensure we’ve created product they like.

How does indu aim to empower teenagers to feel confident in their own skin through your products and messaging?

RH: We are all about celebrating and embracing these teen years. There are ups and downs and we just want to help teens grow up with a healthy relationship with beauty. Make them feel supported and empowered. We have a teen psychologist on the board who we work with on messaging to reinforce this. But also by including teens in all aspects of the brand we can listen and then help most effectively.

What criteria does indu use when selecting ingredients for its products, particularly considering the sensitive and changing skin of teenagers?

RH: We only use what’s necessary and going to have a function or purpose to teen skin. So no collagen and no vitamin C. They don’t need to supplement that yet. Then there are certain ingredients we block, whether they are too harsh, not needed or potentially damaging for young skin.

The skincare needs of teens are continually evolving. How does indu stay ahead of trends and innovations to ensure its products remain relevant and effective?

RH: Again, the [teen] committee is key to this, they keep us relevant and informed. We speak to them constantly it's not a one off social poll or focus group – they drive every aspect of the business.

Skincare can be overwhelming for teenagers. How does indu educate and guide its young customers in building and maintaining an effective skincare routine?

RH: We keep it simple and effective, no nine-step routines. The main thing is about starting to build routines based on hygiene and self-care. Too often people only start when there is a problem, so prevention is great by starting with the basics like cleansing from a young age. We have a new section called indu 101 where we myth bust, talk about ingredients and the basics, which are often lacking from mis-education!

Does indu involve or communicate with parents, who often play a role in purchasing decisions for teenage skincare?

RH: Absolutely – even though we are teen first, we are very focused on building trust and awareness with parents too. They are often just as confused and need help on what to buy. By helping them we ultimately help the teen.

How does indu gather and utilise feedback from its teenage customers to improve products and the overall brand experience?

RH: The [teen] committee again are involved right at the beginning – their feedback on texture, smells, function is all included when we brief the labs. Then through every submission, the teens test and give their feedback until we are all happy. The same goes with creative – how we launch or a social media campaign. It’s a constant two way conversation.

Teenagers are highly active on social media. How does indu leverage social media platforms to connect with and engage its target audience?

RH: With teens you have to go to them, so we are on social media but we do it in a way that’s authentic, so much of our content is either created or inspired by teens, therefore we know it's what they want to engage and connect with. We don’t do too much as we also want to encourage IRL engagement with the brand and the wider world.

Collaborating with teen influencers can be impactful. How does indu approach influencer partnerships, and what criteria do you use to select influencers who align with your brand values?

RH: Firstly we collaborate with teen influencers who have our values, authenticity, fun, being who you are, and not just a mercenary relationship – that is important to us. We also work with parent influencers as it's not just teens who are looking for help. We don’t go for the huge influencers, but much more nano and micro – because there is a realness there. Every now again we work with some larger ones but only if we align on values, and that is not what our awareness strategy is based on. Much more get the person of influence in a school, or netball club to love you and the rest will follow.

What strategies does indu employ to build a loyal community of teenage customers, and how do you maintain their engagement over time?

RH: We listen – you’ll be surprised how many brands don’t! We include and involve teens – and help then learn and grow. We maintain their engagement because this is where they want to be, they choose to be, and we go beyond product, it’s a real community growing together.

What is the significance of winning the Best New Brand award?

AC: It’s huge! For a brand that is only really nine months [old], to win against such fierce and strong competition is amazing validation for the hard work the team has put in and fantastic validation for the concept and execution so far.

RH: Mind blowing – for me it makes the hard work worthwhile and shows that brands should take a risk, help people and you’ll produce something amazing that gets recognised.


Free NewsletterVISIT TheIndustry.fashion
cross