Hello my friends! Today I had the pleasure of chatting with Indie Lee who shares her unique narrative of personal resilience that led to the rise of her clean beauty brand, Indie Lee.

Indie shares her story of transitioning from finance to founding a skincare line that prioritizes safe, effective ingredients. Triggered by a personal health scare, she embarked on a journey that led her from homemade concoctions to the shelves of renowned retailers like Ulta and Nordstrom.

She reveals the hurdles of her early business days and her growth in the rapidly growing clean beauty market. Indie’s optimism radiates as she discusses the importance of education in skincare and calls for genuine connections within the influencer community.

KEY POINTS:

03:54 Realized purpose after brain tumor diagnosis and surgery.

12:45 Organic collaboration leads to innovative business growth.

15:44 Learning retail skills at independent boutiques was invaluable.

18:34 Success depends on being fully supported by others.

19:35 Seeking and offering help boosts personal growth.

25:03 Diagnosed with arthritis, then developed coconut scrub.

28:08 Navigating new industry challenges required resilience and innovation.

44:04 Instagram and TikTok role in Indy Lee’s growth.

50:43 Brands expect a high return on investment.

QUOTABLES:

I was a passenger. I wasn’t the driver of my life. I was really accomplishing things that I thought I had to and never really thought about well, what do I want to do, and what’s my purpose? And that’s when I decided that I was going to live the rest of my life, no matter how long or short it was, with purpose, with passion, and be fully present.

— Indie Lee

I would ask for help. I wouldn’t even just be willing to receive it. I would actively go to people and say, who do you know? How do I do this? Can you connect me? Help? And it literally was that every day.

— Indie Lee

I had the guidance of somebody who already knew how to build brands, which I didn’t have the experience and saying, help, I don’t know. I am willing to be the face. I do not know these things. I am going to really lean on you and I will do what you asked me to do, which I know sounds like a weird thing, but I didn’t know and I knew that. And what was my main goal? Success of the brand, success of what I wanted to do, which was to change the industry. 

— Indie Lee

GUEST RESOURCES:

Indie Lee

IG | @indie_lee

Julie’s Personal Favorites

• Indie Lee Brightening Facial Cleanser
• Indie Lee Brightening Cream
• Indie Lee Cleansing Balm
• Indie Lee Stem Cell Serum

RESOURCES:

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