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In 2008, Indie Lee’s life changed overnight with a brain tumor diagnosis that doctors believed was environmentally derived. After recovering, she turned her focus to what we put on our skin, creating safe, effective formulas in her own kitchen. That was the beginning of her namesake brand, INDIE LEE.
Since then, the brand has grown into a trusted destination for clean, conscious skincare, and Indie herself has become a voice for living with intention. In our conversation, she shares the rituals that keep her grounded, from twice-daily meditation to her go-to CoQ-10 Toner, along with the products she loves, the podcasts and books that inspire her, and the lessons she’s learned about resilience, presence, and what it really means to live well.
Living Well with Indie Lee
INDIE LEE is widely considered one of the first clean beauty brands. Did you have any sense back then that you were creating a movement that would change the beauty industry? When I started INDIE LEE, I wasn’t setting out to create a movement. Creating products that were safe, effective, and aligned with my personal commitment to health and wellness was my primary focus. After surviving my first life-threatening brain surgery, I became laser-focused on living with intention, especially when it came to what I was putting on and in my body.
I had no idea it would grow into a movement or help spark such a profound shift in the beauty industry. My motivation came from a genuine need. I wanted to empower people to be mindful of what they put on their skin, just as they are with what they eat.
What did “clean beauty” mean to you when you started and how do you feel the definition has evolved since then? In the beginning, clean beauty was about formulating without known toxins and questionable ingredients. It was deeply personal for me. Clean beauty meant creating products that were good for you without harming the environment.
Since then, the term has expanded and at times been diluted. Today, I believe clean beauty needs some standardization, as it can mean different things to individual consumers and retailers, creating confusion for the end user. I’m proud to have helped push for more mindful beauty, but the industry still has work to do.
Sustainability is clearly embedded in your packaging and sourcing. What’s one green initiative, maybe one no one sees, that you’re currently most excited about? For me, sustainability is about progress and mindfulness. I am excited about the behind-the-scenes work we are doing. We are looking at everything from packaging choices to responsible sourcing, always asking how we can do better without compromising performance or experience. It is often the small, less visible steps, like where an ingredient is sourced or what paper stock we might choose, and those changes add up to create real impact over time.
What’s your skincare ritual in the morning? My mornings always start with our Brightening Cleanser. It is refreshing, uplifting, and gives me the perfect reset. Then I sweep on the CoQ-10 Toner, which feels like a mini spa moment and preps my skin beautifully. From there, I layer in our Vitamin C Serum for radiance, followed by the Stem Cell Serum and Retinol Alternative Cream to support hydration, firmness, and overall skin health. I finish with the Daily SPF Primer because protecting your skin is non-negotiable, and this one doubles as the perfect base for makeup.
If someone was new to clean beauty and could only start with one INDIE LEE product, what would you recommend and why? Our Brightening Cleanser. It is a fan favorite for a reason. It is gentle, effective, smells like a field of strawberries, and leaves your skin glowing. It is the gateway product that captures the heart of what we do: clean ingredients, a beautiful sensory experience, and real results.
What’s a product in your collection that doesn’t get enough love but deserves the spotlight? Our Cleansing Balm. It is one of those transformative products that people don’t realize they need until they try it. It melts away makeup and impurities while nourishing the skin. The texture makes cleansing feel like a self-care ritual instead of a chore. It is the perfect way to turn an everyday routine into a moment of indulgence.
Outside of your own line, what’s one wellness or beauty product you always keep on hand? Dry brushing. I love the one I have by Wildling. It is a small ritual that makes a big difference. It is energizing, supports lymphatic drainage, and helps me reconnect with my body first thing in the morning.
When you need a little motivation, what’s your favorite podcast or book to revisit? I always find motivation in The Doctor’s Farmacy by Dr. Mark Hyman. His perspective on health and longevity keeps me grounded and curious. And The Alchemist by Paulo Coelho is a book I reread every year. It reminds me to trust the journey, follow my intuition, and believe in the beauty of transformation at every stage of life.
Is there one small wellness practice that has been non-negotiable through your toughest chapters? I have meditated twice a day, morning and evening, for over ten years. It is a small habit that reshapes my perspective in the most powerful way. I also make time for daily walks in nature, no matter how brief. Those moments of fresh air and movement keep me grounded and connected, even during the busiest or most challenging times.
What does Living Well mean to you right now? Living well means being present, purposeful, and nurturing. Not just nurturing myself, but also my family, community, and the planet. It is about making mindful choices, celebrating progress instead of perfection, and cherishing the small rituals that bring joy every day.
Right now, living well means embracing simplicity and intention. It is about creating a life of what I call Wellth™, which is an abundance of health and wellness. It means redefining what wellness looks like as I continue to heal and grow, and sharing that journey authentically with my community.
