British teen-focused beauty brand Indu is discontinuing its colour cosmetics range to concentrate entirely on skin care as it prepares for international expansion in 2026. The strategic shift comes as the company doubles down on its strongest-performing category amid plans to take the brand beyond the UK market.
Founded in 2023, Indu launched with a dual offering of skin care and make-up products, all developed with direct input from teenagers. The brand positioned itself as a youth-first beauty label, aiming to create accessible and age-appropriate products for a younger consumer base navigating their first experiences with beauty and self-care.
However, Indu has now begun selling through the remainder of its make-up inventory at discounted prices in a move to clear stock, following an internal decision made last year to streamline its product portfolio. The company concluded that skin care consistently outperformed make-up in both sales and customer engagement.
“We had in fact originally conceived Indu as a teen skin care brand; make-up was initially seen as a sensible add-on to that,” said co-founder and CEO Aaron Chatterley in an interview with Cosmetics Business. “As we started to build the business though, we quickly saw that the loyalty on our skin care is very high, whereas make-up is a very different story regardless of the brand.”
Chatterley noted that consumer behaviour in the make-up category tends to be more trend-driven and less brand-loyal, particularly among younger shoppers, making it harder to build long-term retention. By contrast, Indu’s skin care products have demonstrated repeat-purchase potential, reinforcing the decision to refocus resources and marketing efforts on that segment.
The move reflects a broader industry trend in which beauty brands are simplifying their offerings to prioritise high-margin, high-retention categories. For Indu, the streamlined strategy is also designed to strengthen the brand’s positioning as it prepares to enter new international markets in 2026.
With skin care now firmly established as its core business, Indu plans to invest further in product development and market expansion. The company believes the sharper focus will allow it to scale more effectively overseas while continuing to meet the evolving needs of its teenage customer base.
