Indie Lee Skincare is expanding its portfolio with the launch of Indie Lee Botanicals, a new product line that will debut exclusively at Whole Foods Market. The collection is designed to make clean, botanical-based skincare more accessible, offering results-driven formulations at price points below $25.
Founded in 2010, Indie Lee Skincare was established with a focus on clean, high-performing products aimed at supporting overall wellness. Over time, the brand evolved to include more targeted, clinically driven formulas. According to founder Indie Lee, the new Botanicals line marks a return to the brand’s origins, inspired by her personal health journey and early work with natural ingredients.
“Indie Lee Botanicals is a return to where this brand began for me, in the garden and greenhouse, with a belief that what we put on our skin should support our overall wellbeing,” Lee said. “Partnering with Whole Foods Market allows us to offer clean, thoughtfully formulated skincare that fits into everyday life, without compromising on values, quality, or intention.”
The curated Indie Lee Botanicals collection features four core products: Morning Dew Gel Cleanser ($19.99), Hydra Petal Facial Toner ($19.99), Vital Bloom Serum ($24.99), and Bloom Balance Moisturizer ($24.99). The products will be available at Whole Foods Market stores and on Indielee.com.
The partnership with Whole Foods Market is aimed at expanding the brand’s reach through a retailer known for emphasizing natural and wellness-focused products. The move positions Indie Lee to connect with new consumers while offering more affordable options to existing customers.
Josh Kirson, Senior Vice President of American Exchange Group, highlighted the broader strategy behind the launch. “Indie Lee Botanicals combines clean formulations, accessible pricing, and a strong partnership with Whole Foods, resulting in a compelling proposition for today’s wellness-focused shopper,” he said.
American Exchange Group, a fashion accessory and brand management company, supports the brand’s distribution and growth strategy. The company works with major retailers worldwide across categories including accessories, footwear, tech wearables, jewelry, handbags, and beauty products.
Whole Foods Market, founded in 1980 and now part of Amazon’s Worldwide Grocery Stores, operates more than 545 locations across the United States, Canada, and the United Kingdom.
With the introduction of Indie Lee Botanicals, the brand aims to reinforce its commitment to clean beauty, transparency, and sustainability while broadening access to botanically derived skincare essentials.
