Indu, the teenage beauty brand ‘in the making’ has raised £2.8m from investors to power the business. Founded by Feelunique co-founders Aaron Chatterley and Richard Schiessel with Reena Hammer, Indu has attracted investment from an impressive raft of beauty and retail experts including Sarah Miles CEO of Hush, former Benefit MD Ian Marshall and GM Gail Bojarksi, Nick Beighton former CEO of Asos and Michael Casey, former CEO of Holland & Barrett.
“We are playing to win,” said Chatterley. “We want to create a global teen brand. In order to do that, it requires significant capital in terms of building the team that we want and the impact that we want to make on the market as we launch, but, most importantly, the quality of the products.”
Indu will offer both make-up and skincare products aimed at the mid-teen age group and developed with teen skin in mind. It will also ensure that packaging is recyclable, reusable or refillable.
Plans are for an initial range of 18 Indu products to be on the shelves in a UK retail store chain by the second half of 2024. With a retail price point ranging from £8 – £25, the range will be considerably more expensive than typical teen-targeted products. Indu also expects to be ready to start to target retailers in international markets, with the USA, Europe, Asia and Australia shortly afterwards.
A further funding round in 2024 will support the international growth.
“What our experience has demonstrated is that, if you have a very, very clear market opportunity, and you have a defensible strategy, and you have the right degree of expertise within the team, the money is certainly out there,” said Chatterley. “That’s demonstrated by the fact that the capital that we were able to access came from people who really understand beauty and understand the space that we’re going after. For them, I think it was probably an easier decision than a generic consumer fund.”
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