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, 1 furbaby, and the Founder of Indie Lee skincare - a clean 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, I was diagnosed with a life-threatening brain tumor that was believed to be environmentally derived, and this is when I had my awakening. There was no history of this in my family, I was a healthy mom of 2, working in accounting, who loved gardening and eating fresh out of my greenhouse. I had the realization that our lifestyle and the environment we live in can not only profoundly impact our overall health, but the health, resilience, and appearance of our skin too. I always thought about what I was putting in my body, but never truly considered what I was putting on it, and so, after much research on the beauty industry and finding suspect ingredients and little regulation, Indie Lee skincare was born - a carefully curated clean line of beauty products that are formulated with high-performance, plant-derived ingredients made to nurture you and your skin. Education and empowerment are my driving forces, and this line is the medium enabling me to pay my knowledge forward. I hope that this product line inspires you to live the healthiest version of your life.
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 Mineral Sunscreen SPF 30 (duh), Daily Vitamin Infusion (leaves my skin hydrated and incredibly soft), and I-Recovery Mind & Body Gel (a must-have for my RA flare-ups).
What are your favorite non-Indie Lee products or brands at AILLEA?
I definitely have a bunch of these! David’s Toothpaste, Jenny Patinkin Cryo Glow Globes, and Innersense (color awakening hairbath and conditioner) for my haircare are absolute favorites of mine.