Indie Lee’s journey in the beauty industry has been a remarkable one, starting with the launch of her namesake brand back in 2010. At the time, the concept of all-natural beauty products had yet to become mainstream. However, as the clean beauty movement experienced its ups and downs throughout the 2010s, Lee is now gearing up for a revival of her label with the introduction of a new line, Indie Lee Botanicals.
Scheduled to debut on February 24, the Indie Lee Botanicals range is designed to cater to a mass-market audience and will be available at Whole Foods Market. What sets this line apart is its affordability, with all products priced below $25. The collection includes the Morning Dew Gel Cleanser, Hydra Petal Facial Toner, Vital Bloom Serum, and Bloom Balance Moisturizer. Each product features a simple yet effective formulation, utilizing a minimum of four ingredients that can be easily grown and extracted at home. From safflower to blackberry and lemon, these natural ingredients are at the core of the Indie Lee Botanicals range. The only exception is the serum, which includes hyaluronic acid derived from microbial fermentation of plants.
This back-to-basics approach is a nod to Lee’s original vision when she first entered the beauty industry. Her journey began in 2003, following the birth of her second child, when she transitioned from a career in accounting at HBO to exploring the farm-to-table movement. After being diagnosed with a brain tumor in 2009, Lee underwent surgery on Earth Day and emerged from the experience with a clear vision for a clean beauty brand. This led to the launch of Indie Lee in 2010, setting her on a path to becoming a pioneer in the clean beauty space.
Over the years, Indie Lee has evolved from selling products to her local community to securing partnerships with major retailers like Henri Bendel, Bluemercury, Credo Beauty, and Nordstrom. The brand’s growth caught the attention of beauty investment firm Ancora in 2017, leading to an acquisition that aimed to fuel further expansion and international reach. With the support of Ancora, Indie Lee was poised to take the next steps in its journey towards making clean beauty accessible to a wider audience.
As Indie Lee prepares to introduce Indie Lee Botanicals to the market, the brand’s commitment to simplicity, sustainability, and effectiveness remains unwavering. By offering affordable and accessible products that harness the power of natural ingredients, Indie Lee continues to uphold its founding principles while adapting to the ever-changing landscape of the beauty industry.
