Something New Has Bloomed

Something new has been growing quietly for a while now. Not overnight. Not rushed. Rooted.

Indie Lee Botanicals was born from listening. To my own body. To the changing world around us. And to you.

Over the last few years, the conversation around beauty has shifted. Routines are simpler. Budgets are tighter. Expectations are higher. People want products that work, feel good to use, and align with their values without asking them to choose between efficacy and accessibility.

That reality matters. This launch is about meeting you exactly where you are right now.

I started Indie Lee in a garden and greenhouse, literally and figuratively, with a belief that what we put on our skin should support our health, not compromise it. Over time, that belief turned into a prestige brand built on clean standards, transparency, and results. But along the way, I never stopped asking an important question: How can I reach more people looking for a clean brand but might not have the means for a luxury price point?

Indie Lee Botanicals is our answer.

This line is a return to basics. Botanical-forward formulas. Streamlined routines. It’s skincare designed to be used every day, not saved for special occasions. Finished with naturally derived scents (yes, they are phthalate-free) that add a quiet sensorial layer, making each step feel like a true moment of self-care.

And it’s launching at Whole Foods and on indielee.mom. 

Whole Foods has always been a place where people go to make better choices for themselves and their families. It’s where wellness feels approachable, not intimidating. Where ingredients matter, where trust is earned, that philosophy mirrors exactly what Indie Lee Botanicals stands for. It also feels like a full-circle moment for me. Long before Indie Lee existed, I was selling edible flowers to Whole Foods.

This line isn’t about doing more. It’s about doing what matters. It’s for the (wo)man who has stepped away from complicated routines. For the person who wants fewer steps. For anyone who believes that aging well has more to do with care and consistency than chasing promises.

I also want to be honest about something else. This launch is deeply personal. After the health challenges I’ve faced, especially over the past two years, I’ve become even more aware of how much our bodies carry for us. How resilient they are. How much they deserve support, instead of stress. Indie Lee Botanicals reflects that mindset. Gentle. Considered. Supportive. Ever evolving and growing. Optimistic without overpromising.

This isn’t about reinventing who we are. It’s about widening the circle.

None of this would ever be possible if it weren't for the outstanding team I get to work with at AX Beauty. Thank you for all the love and support each of you pours into this brand on a daily basis. I know incredible things are on the horizon.

Welcome to this new chapter, and like anything grown with intention, it’s meant to be shared.  I’m so glad you’re here to see it bloom.