Arthritis side-lined her from her passion of gardening, but figuring out what to do with all of her lavender and calendula plants led Indie Lee to a big venture. It was 2008 and her sister was pregnant. Indie decided to create some baby beauty products using the plants from her garden to give as a gift to her sister at a baby shower.
Being a self-professed type-A, she even developed a name and a logo for her new baby brand to unveil at the party. Turning the bathroom in her basement into her science lab, Indie was obsessed. She was very attuned to the organic movement and Indie read everything she could on baby and adult washes, lotions, soaps and creams. The products got rave reviews from the mothers attending the baby shower when her sister opened the package. Indie says, “I was so happy my new niece or nephew would have access to totally green products.”
Then Indie’s life took a turn, “I was diagnosed with a brain tumor and was led to believe it was environmentally derived.” After successful surgery that removed the tumor, Indie had a vested interest. “At that moment, I knew I had to develop my own line.” Indie went back to work on products for adults and to find a bigger platform for her message. “Skin is your biggest organ so it’s important to know what you’re putting on your body.”
Indie believed that an upscale line of organic products for moms and babies would sell and began offering her products at local 
boutiques and outdoor markets. “I was all in, reading every book on the subject and spending hours in my basement lab with extracts and lotions, perfecting my products. Starting a blog along with a web site, she needed to share what she had learned about the beauty industry. Indie was diligent with her research and her brand was gathering recognition.
Self funding the expansion of her production space to encompass her entire basement, Indie also found a business partner – another mom. “I know nothing about sales and I wanted to focus on creating products.” Another marketing ploy that helps with sales, has been the implementation of Indie Lee Brand Ambassadors at universities. “College women love the products and want more.”
Through her blog, Indie has become a known advocate for organic beauty and is often asked to speak about her mission; she even writes for the Huffington Post. “I’m building awareness. I figured out my passion and I know I can create change.” Now Indie Lee beauty products can be found at stores and hotels on the East Coast and can be seen at Bendels for trunk shows.
“My husband can’t believe that I created a line of beauty products from our basement.” Indie remembers when the doctors told her to get her affairs in order. “No way, I’m going to focus on what I can do.” Focusing on building her empire keeps Indie moving forward, “I’m working to change the way people look at beauty one ingredient at a time.”
Contact: [email protected], www.indielee.com
Coming soon to the VentureMom Shop, use the coupon code “venturemom” to get 10% off at www.indielee.com
VentureMom Tip
Use your basement to start your business.
