Why Indie + Mae Is Changing the Game in Natural Products

There's a quiet revolution happening in the world of natural products.

It's not driven by flashy marketing, unrealistic promises, or complicated ingredient lists. Instead, it's built on transparency, intention, and a growing desire for products that genuinely support wellbeing.

Consumers today are asking more questions than ever before.

Where do ingredients come from?

What's actually inside the products I use every day?

Do these products align with my values?

At Indie + Mae, we welcome those questions.

In fact, they are the very reason we exist.

As a proudly NZ made brand, we're passionate about creating natural skincare and wellness products that help people care for themselves while staying connected to nature. We believe beauty and wellbeing should feel simple, honest, and accessible, not overwhelming.

And we believe natural products should deliver more than promises. They should deliver results you can trust.

A New Approach to Natural Wellness

The natural products industry has changed significantly over the past decade.

Consumers are becoming more conscious about what they put on their skin, use in their homes, and incorporate into their daily routines. They're looking beyond labels and seeking brands that prioritise ingredient integrity, sustainability, and transparency.

At Indie + Mae, we've built our brand around these values from the very beginning.

Our goal has never been to create products simply because a trend is popular.

Instead, we focus on developing products that support everyday wellbeing through carefully selected natural ingredients and thoughtful formulations.

For us, wellness is about creating small rituals that help people feel more connected, grounded, and supported throughout their day.

Putting People and Planet First

From day one, we've remained committed to one simple mission:

Create natural products that genuinely care for people without compromising the health of the planet.

That means making conscious choices at every stage of product development.

We choose ingredients with purpose.

We prioritise quality over shortcuts.

And we carefully consider the impact our decisions have on both our customers and the environment.

Rather than relying on harsh chemicals, unnecessary fillers, or synthetic additives, we focus on ingredients that work in harmony with the body.

This commitment allows us to create products that feel good to use while supporting a more mindful approach to self-care.

The Power of Natural Ingredients

Nature has provided skincare solutions for generations.

Long before modern beauty products existed, people relied on botanical oils, plant extracts, and traditional remedies to support healthy skin and wellbeing.

At Indie + Mae, we continue to draw inspiration from this wisdom.

Our formulations feature ingredients chosen for their ability to nourish, protect, and support the skin naturally.

Some of our favourite ingredients include:

Kawakawa

A treasured New Zealand botanical, kawakawa has been used traditionally for generations. It is widely appreciated for its soothing qualities and its role in supporting healthy-looking skin.

Flaxseed Oil

Rich in essential fatty acids, flaxseed oil helps nourish both hair and skin while supporting hydration and softness.

Botanical Oils

We use carefully selected plant oils that provide vitamins, antioxidants, and nourishment to help maintain healthy skin and hair.

Essential Oils

Chosen for both their aroma and sensory benefits, essential oils help transform everyday routines into meaningful self-care rituals.

By selecting ingredients thoughtfully, we create products that support wellbeing while celebrating the power of nature.

What Makes Indie + Mae Different?

Many beauty and wellness products focus on what they include.

We also focus on what we leave out.

Our formulations are free from ingredients that many consumers actively choose to avoid, including:

• SLS
• Parabens
• Synthetic fragrances
• Unnecessary fillers
• Harsh detergents

Instead, we embrace a philosophy of gentle, effective formulations that respect the skin's natural balance.

Every ingredient serves a purpose.

Every product is created with intention.

And every formula reflects our commitment to quality and transparency.

More Than Skincare and Wellness Products

At Indie + Mae, we don't simply create products.

We create experiences.

Whether you're applying a nourishing body butter, soaking in a relaxing bath, or washing your hair with a botanical shampoo, we want those moments to feel meaningful.

Modern life can be busy and overwhelming.

Self-care doesn't have to be.

Our products are designed to encourage small daily rituals that help people slow down, reconnect, and prioritise their wellbeing.

Sometimes, a few quiet moments can make all the difference.

Proudly NZ Made

Being NZ made is something we're incredibly proud of.

Creating our products locally allows us to maintain high standards while supporting New Zealand businesses, suppliers, and communities wherever possible.

Choosing local production also offers environmental benefits by reducing the need for long-distance transportation.

For our customers, it provides greater transparency and confidence in where products come from and how they're made.

Supporting local is about more than geography.

It's about building stronger communities and creating products with integrity.

Sustainability Matters

We believe caring for yourself and caring for the planet should go hand in hand.

That's why sustainability is an ongoing consideration in everything we do.

While no business is perfect, we're committed to continually improving and making choices that help minimise our environmental impact.

From ingredient sourcing to packaging considerations, we look for opportunities to reduce waste and support more responsible practices.

Because true wellness extends beyond ourselves.

It includes the world around us.

Trusted by Real People

One of the things we're most proud of is our community.

From our earliest days creating products in small batches to the growing family of customers who support us today, real people have shaped the Indie + Mae journey.

Customer feedback helps guide our product development and ensures we're creating products that genuinely meet people's needs.

Every review, message, and shared experience reminds us why we do what we do.

Our customers aren't just customers.

They're part of the Indie + Mae story.

Supporting a More Conscious Lifestyle

Choosing Indie + Mae means choosing more than a product.

It means embracing a more intentional approach to self-care and wellbeing.

It means supporting a brand that values transparency, natural ingredients, and sustainability.

And it means recognising that small choices can have a meaningful impact over time.

Whether you're beginning your journey into natural products or already living a wellness-focused lifestyle, we're here to support you every step of the way.

Final Thoughts

Indie + Mae is more than a skincare and wellness brand.

We're part of a growing movement towards cleaner beauty, conscious consumer choices, and a more sustainable future.

We're passionate about creating natural products that support wellbeing, celebrate nature, and empower people to care for themselves with confidence.

And we're proud to do it all right here in New Zealand.

Because when natural products are created with honesty, intention, and care, they become something much more powerful than products alone.

They become part of a healthier, more connected way of living.