How Indie + Mae Keeps It Clean with 100% Natural Ingredients

Not all "clean beauty" brands are created equal. While many products are marketed as natural or toxin-free, the reality is that some still contain synthetic ingredients, harsh preservatives, artificial fragrances, or unnecessary fillers. At Indie + Mae, we believe clean beauty should be more than a marketing claim. It should be a commitment to transparency, ingredient integrity, and products that genuinely support your wellbeing.

That's why every Indie + Mae product is crafted using 100% natural ingredients, carefully selected to nourish your skin while remaining gentle on both your body and the environment. From our skincare and body care collections to our everyday wellness products, every formula reflects our dedication to creating natural products you can trust.

What Does 100% Natural Really Mean?

For us, 100% natural means using ingredients sourced directly from nature and avoiding synthetic alternatives wherever possible. We carefully select plant-based oils, botanical extracts, natural butters, and naturally derived ingredients that work in harmony with the skin.

Rather than relying on artificial additives to create the appearance of effectiveness, we focus on ingredients with a long history of traditional use and proven skin-supporting properties.

Our formulations are free from:

• Parabens
• Sulphates
• Silicones
• Synthetic fragrances
• Artificial colours
• Harsh chemical preservatives
• Unnecessary fillers

By excluding these ingredients, we create products that are gentler on sensitive skin while maintaining the performance customers expect from premium skincare and body care.

Thoughtfully Chosen New Zealand Ingredients

As a proudly NZ made brand, we are passionate about incorporating high-quality natural ingredients wherever possible. New Zealand is home to some of the world's most unique botanicals, many of which have been used for generations for their soothing and restorative properties.

Our formulations often feature carefully selected plant oils and botanical ingredients that help hydrate, soften, and protect the skin. We believe that nature already provides many of the solutions our skin needs, which is why we focus on ingredients that deliver genuine benefits without unnecessary complexity.

Supporting local ingredients also helps reduce transport distances and allows us to maintain closer relationships with trusted suppliers who share our commitment to quality and sustainability.

Real Ingredients, Real Results

Many conventional beauty products rely on inexpensive fillers that add volume but provide little value to your skin. While these ingredients can make products appear more substantial, they often contribute very little to overall performance.

At Indie + Mae, we take a different approach.

We prioritise purposeful formulations where every ingredient has a clear role. Whether it's helping to moisturise, soothe, protect, or support the skin barrier, each component is selected because it contributes to the effectiveness of the final product.

This means our ingredient lists may be shorter than some mainstream alternatives, but every ingredient earns its place. The result is skincare and body care that feels effective, nourishing, and easy to trust.

Preserving Products Naturally

One of the biggest misconceptions about natural skincare is that products cannot be preserved safely without harsh chemicals. In reality, effective preservation is essential for protecting product quality and ensuring customer safety.

We use carefully selected preservation systems that help maintain freshness and stability while remaining aligned with our commitment to clean beauty. This allows our products to remain safe and effective throughout their intended shelf life without relying on unnecessarily aggressive chemical preservatives.

By taking a thoughtful approach to preservation, we can offer products that balance purity, performance, and safety.

Gentle Enough for Sensitive Skin

Many people switch to natural skincare because they experience irritation from synthetic ingredients commonly found in conventional products. Artificial fragrances, harsh detergents, and certain preservatives can be problematic for sensitive skin types.

Our products are formulated with gentleness in mind. By focusing on natural ingredients and avoiding common irritants, we create products that can be enjoyed by a wide range of skin types, including those with sensitive skin.

Many families also appreciate knowing that the products they use every day are free from unnecessary chemicals and hidden nasties. This makes our range a popular choice for households seeking simple, natural alternatives for everyday self-care.

Clean Beauty and Sustainability Go Hand in Hand

At Indie + Mae, caring for people and caring for the planet are closely connected. Choosing natural ingredients is just one part of our broader commitment to responsible business practices.

We believe that beauty products should support personal wellbeing without creating unnecessary environmental harm. By prioritising naturally derived ingredients and thoughtful formulation practices, we aim to reduce our impact while delivering products our customers love to use.

Every purchasing decision is an opportunity to support a cleaner, more conscious approach to beauty and wellness.

Why Transparency Matters

Consumers today are more informed than ever before. People want to understand what they're putting on their skin and why those ingredients are included.

That's why transparency is at the heart of everything we do. We believe customers deserve clear information about the products they use, without confusing marketing language or misleading claims.

When you choose Indie + Mae, you can feel confident knowing exactly what you're getting: carefully crafted, NZ made products created with 100% natural ingredients and a genuine commitment to clean beauty.

Final Thoughts

You should never have to second-guess the products you use on your skin.

At Indie + Mae, our commitment to 100% natural ingredients guides every decision we make, from sourcing and formulation to production and packaging. By avoiding harsh chemicals, prioritising purposeful ingredients, and embracing the power of nature, we've created a range that delivers effective care without compromise.

Clean beauty isn't just a trend. It's a commitment to healthier choices, greater transparency, and products that work with your body rather than against it.

That's the Indie + Mae difference.