Can you please share with the AILLEA audience a little background about yourself, both personally and professionally?
Hi! I’m Indie Lee, mother of 2 amazing children and 1 goddaughter, 2 furbabies, and the Founder & CEO of Indie Lee skincare - aclean beauty company dedicated to educating and empowering others to live their healthiest lives.
What was your inspiration when initially launching the Indie Lee brand?
In 2008, after losing vision in my left eye, I was diagnosed with a rare brain tumor and given as little as six months to live. It stopped me in my tracks - I had been living a healthy life and at the time I was growing edible flowers, herbs, and starter vegetable plants in the greenhouse in my backyard and selling them at my local Whole Foods. I was eating healthily and exercising, plus there was no history of this in my family. When I asked how this was possible, my doctor asked me a life-changing question - "What do you put on your skin?” That was my awakening. The truth was I had no idea what I was putting on my skin. I started researching and the more I learned, the more I knew that I had to make a change in the industry. After successfully surviving surgery, I started creating clean products dedicated to educating and empowering others to live the healthiest version of their life. I haven't stopped since.
What was the first product that you created that you instantly loved and knew was going to be a bestseller?
I think this would have to be our CoQ-10 Toner. This is one of our best sellers and a make-or-break in my routine. It is part of our ‘Face For All’ category, our collection of products intended for any time, anywhere, any skin. It’s formulated with powerhouse antioxidant Coenzyme Q-10,which is naturally found in the human body, and other ingredients like Hyaluronic Acid, Aloe, and Cucumber, that hydrate, cool, and balance. It’s incredibly refreshing and effective. It can be used as a traditional toner, or as a hydrating mist throughout the day. I even love to use it as a setting spray after finishing my makeup.
Why was creating a clean beauty line important to you?
I’ve always wanted to build community and empower others to live their healthiest lives through knowledge - after all, knowledge is power - and it’s what catapulted me into this industry. The products only serve to underline this message.
What are some of the hero ingredients featured in the Indie Lee line?
With every product, we carefully select the ingredients with intention - each one has a purpose. We source the finest ingredients and work with like-minded chemists and formulators to bring clean, efficacious products to market.
Some of my favorite ingredients are ones I’ve been formulating with since the beginning of the brand, and continue to live in some of our more advanced formulations which is so exciting to see.One I personally love is Squalane - this is such a magic ingredient. Our body naturally produces it until our mid-twenties and then production begins to drop off. It absorbs so easily and effectively into the skin. For this reason, it has amazing intensive moisturizing benefits. I also love Hyaluronic Acid, Glycolic Acid, Burdock root, Arnica, Rosemary - the list can go on!
What are your top 3 desert island must-haves from the Indie Lee collection?
It is so hard to pick just one! Being a skincare founder spoils me. However, it would have to be our Stem Cell Serum, Daily Vitamin Infusion, and Superfruit Facial Cream. They always leave my skin feeling incredibly soft, hydrated and protected (crucial in dry and sunny climates).
What are your favorite non-Indie Lee products or brands at AILLEA?
I definitely have a bunch of these! Vapour Beauty for makeup, Innersense for my haircare, and Taos AER are absolute favorites of mine.