Can a diffusion beauty line work? Indie Lee hopes to prove it can
Culture Index
Score Breakdown
Relevance
9/25
Freshness
25/25
Authority
18/20
Brand Signal
6/15
Depth
3/15
5-Axis Cultural Radar
Indie Lee launched her namesake beauty brand — a pioneer of the "clean" beauty movement — in 2010. Now owned by parent company American Exchange, the brand is embarking on a new chapter: a diffusion line, Indie Lee Botanicals, which launched at Whole Foods in February with four products.
