Skincare brand indu has launched a new campaign aimed at improving basic skincare habits among teenage boys, following research that highlights low engagement and lingering gender stereotypes.
An independent OnePoll survey commissioned by the brand found that nearly one in three teenage boys use shower gel to cleanse their face, while 43% believe skincare is “girly”. Indu says these perceptions may be preventing boys from developing consistent skincare routines.
The campaign promotes simple, effective cleansing habits and a “less is more” approach, encouraging teenagers to understand basic skincare principles rather than follow complex routines often seen on social media.
Cosmetic scientist Robin Parker said “Maintaining a healthy skin barrier is essential for overall skin health. Shower gels formulated for the body are not designed for facial skin and can disrupt the barrier if used regularly. While they remove dirt and grease, they can do so too aggressively.”
As part of the initiative, indu will host a boys-focused event at Toca Social Birmingham in January, aimed at demonstrating how straightforward skincare routines can fit into daily life. The brand is also offering 25% off cleanser refills online for a limited time.
The campaign follows indu’s recent decision to refocus on skincare and discontinue its makeup category, a move the business said reflects feedback from its teenage community and a renewed emphasis on skin health.
