Show Notes: In this podcast episode, Indie Lee, the founder of the Indie Lee skincare brand, recounts her transition from a CPA at HBO to creating a clean beauty brand inspired by her health struggles, including autoimmune diseases and a brain tumor. She emphasizes the importance of natural, organic products and environmental stewardship. Despite financial sacrifices, her brand has grown significantly, now available in over 2200 locations across 20 countries. The discussion also covers the challenges of eco-certification, sustainable packaging, and adapting to consumer behavior during the pandemic. Indie concludes by inviting consumers to engage with her brand's mission and purpose through social media. About Indie Lee: After being diagnosed with a life-threatening brain tumor that was believed to be environmentally derived, Indie Lee had her awakening. A 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. Indie always thought about what she was putting in her body, but never truly considered what she was putting on it, and so, 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 her driving forces, and this line is the medium enabling her to pay her knowledge forward. We hope that this product line inspires you to live the healthiest version of your life. Timestamps: The origin story of the lion cub (00:00:09) Indie shares her journey from working in finance to founding the lion cub skincare brand. Facing health challenges and starting the brand (00:00:49) Indie's diagnosis of autoimmune disease led to the creation of a natural and organic baby care line. Overcoming a brain tumor and launching the brand (00:03:21) Indie's struggle with a brain tumor and the decision to start a clean beauty brand. Challenges in accessing high-quality products (00:10:58) The difficulty of accessing high-quality products and the impact of over-processing on food intolerances. Educating about clean beauty and brand growth (00:13:15) The brand's evolution, challenges in the clean beauty industry, and the importance of education. Positioning clean beauty in the market (00:14:30) The challenge of positioning clean beauty as a complement to existing products and the importance of education. Embracing clean beauty in the market (00:16:27) The widespread embrace of clean beauty by retailers and the challenges of an unregulated term. Certification and Sustainability (00:17:05) Indie Lee discusses the eco-certification process and the labor-intensive efforts for sustainable practices in skincare production. Challenges of Sustainable Packaging (00:18:00) The difficulty of creating sustainable packaging for skincare products and the impact of consumer convenience on sustainability efforts. Consumer Behavior and Sustainability (00:20:13) Discussion on consumer preference for convenience over sustainability and the challenges of promoting refills and sustainable packaging. Policy and Environmental Impact (00:21:08) The importance of policy changes and tax incentives to promote sustainable packaging and reduce environmental impact. E-commerce and Packaging (00:22:43) The challenges of sustainable packaging in e-commerce and the environmental impact of excessive packaging. Remote Work and Company Operations (00:25:11) Scaling the Company and Distribution (00:27:16) Strategies for scaling the company, including social media presence, distribution expansion, and digital ads Future Plans and Product Expansion (00:28:49) Community Engagement and Brand Accessibility (00:31:27) This podcast is produced by the team at Dillie: a marketing agency with a niche focus on beauty and personal care brands https://dilliecreative.com/

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