Teen influencers pick the products in indu's £50 skincare bundle
London skincare brand indu beauty gave three teenage sisters control of its first creator collaboration: they chose the contents, named it, and one of them designed the box.
indu beauty has put a £50 skincare bundle on sale that it did not design. The Norris Nuts did.
The London brand's first creator collaboration, the Surf Sisters Bundle, launches on 1 August 2026, sold only through weareindu.com with worldwide shipping.
Sabre, Sockie and Naz Norris named the bundle and picked its three products from indu's existing range: Cleansing Pads, Universal Soft-Cream Moisturiser and One & Only pH Glow Oil. Naz, 15, designed the packaging.
That is the inversion the company is selling. In most creator deals the brand builds the product and the famous name goes on the box.
indu says the collaboration took months to put together across two hemispheres. It also says a pipeline of similar co-created partnerships is planned for 2027, which makes this a strategy rather than a stunt.
The commercial logic rests on reach. On the company's own figures, the Norris Nuts family channels count more than 20 million combined followers and more than 31 million monthly views across the US, UK and Australia.
Whether a bundle chosen by teenagers outsells a bundle merely endorsed by them is the open question, and indu is not publishing sales targets.
The brand's origin story is the same argument in miniature. Co-founder and chief executive Aaron Chatterley says indu began when his twin daughters, then 13, told him nothing on any shelf was made for them.
Chatterley has a track record retailers pay attention to. He co-founded Feelunique in 2005 and, the company says, sold it to Sephora for £132m in 2021.
indu is now stocked in Sephora stores in the UK, Australia and New Zealand, plus direct sales through its own site. Products run from £14 to £55 and are dermatologically tested, with approval attributed to consultant dermatologist Dr Alexis Granite.
The company says a community of more than 1,000 young people aged 14 to 19 guides product, packaging and campaign decisions. It cites Mintel research from April 2023 finding that 73% of young people want a product made specifically for them.
For founders watching the creator-economy market, the number to watch is not the follower count. It is whether handing a partner genuine sign-off on contents, name and design costs more in schedule than it returns in trust.
This launch took months and crossed two hemispheres for three products already in the catalogue. That is the price of the model, and indu has committed to paying it again next year.
More: indu beauty