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Indie Lee & Co
- PaperNeenah® Folding Board, Felt
Indie Lee & Co
- PaperNeenah® Folding Board, Felt
Indie Lee & Co
- PaperNeenah® Folding Board, Felt
INDIE LEE
Indie Lee & Co is a rapidly growing line of eco chic, all natural beauty products made from the world’s finest ingredients. You can spot Indie Lee boxes on the shelves of luxe retailers like ABC Home, Anthropologie and SpaceNK, and in the pages of top fashion publications such as Vogue, Harpers Bazaar, Women's Wear Daily and The Stylist, to name a few.
How did the journey begin?
Founder, Indie Lee (aka Natural Skincare Queen) began her personal mission to provide the skincare world with all-natural options first by creating an all-natural baby powder for her newly born nephew. Then her mission intensified after she was stricken with a brain tumor, something she believes chemicals played a role in. “Let’s face it the skin is the largest organ in our body and we put more chemicals and toxins on it then we want to admit…and don’t even get me started on whether we look at the expiration dates of our lotions and potions,” says Lee.
What's going to make you choose one brand over another in a crowded retail environment?
Lee says she and her chief design officer spent a lot of time thinking about this question when considering the packaging for her 20+ natural body and face products. The pair would ask themselves, “What's going to make you remember the product line you loved the next time you go back to shop?"
“We wanted something that looked incredibly chic, simple, and beautiful on the shelf — something you could put on the counter with a Chanel or La Mer."
Lee doesn't believe you need to make a trade off to look chic and natural at the same time — that was the framework for designing her brand, the packaging and then selecting the right materials.
The unique texture was key.
The primary reason Lee says she and her chief creative officer, Nicholas Feldman, went to Neenah for the texture. "We liked the touch and feel that Neenah® Folding Board in Felt finish brings to the package. We wanted something to look very different on the shelf — something different than glossy or soft touch — not that either of those is bad, but we wanted something that looked quite natural, yet not earthy." In addition to texture, they sought a very clean, bright white surface that would become the backdrop for the entire line, and the consistent element behind the brand's unique signature color band identity.
How do customers respond to the packaging by this style finalist in the 2014 Martha Stewart American Made Awards?
"Through the roof! Every time we make a call people comment that it's one of the nicest package designs they've ever seen.”
“We are changing the paradigm of how people think about natural beauty products and that makes me so excited when I wake up every day."