The Indie + Mae Approach to Skincare and Wellness

There's a quiet revolution happening in skincare and wellness.

It's not about chasing trends, complicated routines or miracle claims. Instead, it's about returning to what matters most: quality ingredients, thoughtful formulations, and products that genuinely support wellbeing.

At Indie + Mae, we believe skincare and wellness should feel simple, nourishing, and deeply connected to nature. Every product we create is guided by a philosophy of organic wellness, transparency, and intentional living.

Because beauty isn't just about how you look.

It's about how you feel.

And true wellbeing begins with caring for yourself in ways that feel aligned, sustainable, and supportive.

Our Philosophy: Wellness First

For us, skincare and wellness have always gone hand in hand.

The products we use every day become part of our routines, our rituals, and our overall sense of wellbeing. That's why we believe every ingredient deserves careful consideration.

Our approach starts with a simple question:

"Does this genuinely support the person using it?"

If the answer isn't clear, it doesn't belong in our products.

Rather than focusing solely on appearance, we focus on creating products that help people feel nurtured, grounded, and connected to themselves.

This philosophy shapes everything we do.

Putting People and Planet First

From the very beginning, Indie + Mae has been committed to creating products that care for people while respecting the environment.

That commitment means making conscious choices at every stage of the process.

What We Leave Out

We avoid ingredients that many people actively choose not to use, including:

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

Our goal is not to create fear around ingredients.

Instead, it's to provide products that align with the values of customers who prefer a gentler approach to skincare and wellness.

What We Choose Instead

We focus on:

• Botanical ingredients
• Certified organic oils
• Plant-based extracts
• Naturally derived ingredients
• Thoughtful formulations

Every ingredient is selected because it serves a purpose.

Nothing is added simply for marketing or appearance.

Nature Knows Best

Many of the ingredients we use have been valued for generations.

Nature offers an incredible range of botanicals that help nourish, soothe, and support the skin and hair naturally.

At Indie + Mae, we carefully select ingredients that work in harmony with the body.

Some of our favourite ingredients include:

Kawakawa

A treasured New Zealand botanical known for its soothing properties and long history of traditional use.

Flaxseed Oil

Rich in essential fatty acids that help nourish both skin and hair.

Aloe Vera

Loved for its refreshing and hydrating qualities.

Botanical Oils

Natural oils provide vitamins, antioxidants, and nourishment that help support healthy-looking skin and hair.

By working with nature rather than against it, we create products that feel both effective and gentle.

Made With Intention

One of the things that sets Indie + Mae apart is our focus on purpose.

We don't create products simply because a category is popular.

Every formulation begins with a specific intention.

Whether it's supporting relaxation, hydration, nourishment, or everyday self-care, each product is designed to fulfil a meaningful role within a wellness routine.

For example:

Our Bath Soaks

Created to encourage moments of calm, relaxation, and restoration.

Our Haircare Range

Designed to nourish both hair and scalp using gentle, plant-based ingredients.

Our Body Butters

Formulated to provide rich hydration and support healthy, comfortable skin.

Every product starts with a question:

"How can we make someone's day a little better?"

Simplicity Over Complexity

Modern beauty routines can sometimes feel overwhelming.

Ten-step routines.

Countless products.

Conflicting advice.

At Indie + Mae, we prefer a simpler approach.

We believe effective skincare and wellness don't need to be complicated.

By focusing on high-quality ingredients and thoughtful formulations, we create products that are easy to use and easy to trust.

Sometimes less really is more.

Proudly NZ Made

Being NZ made is an important part of who we are.

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

It also helps us stay closely connected to the products we create.

For our customers, being NZ made offers confidence in the quality, integrity, and transparency behind every formulation.

For us, it's a reflection of our commitment to authenticity.

Supporting a More Conscious Lifestyle

Choosing Indie + Mae is about more than selecting skincare products.

It's about embracing a more intentional way of living.

A lifestyle that values:

• Quality over quantity
• Natural ingredients
• Thoughtful choices
• Self-care rituals
• Environmental awareness
• Everyday wellbeing

We believe even small rituals can create meaningful change.

A nourishing body butter after a shower.

A calming bath at the end of the day.

A haircare routine that supports rather than strips.

These moments matter.

Guided by Our Community

One of the most valuable parts of our journey has been the community we've built.

From our earliest days creating products in small batches to the growing number of customers who trust us today, real feedback has always guided our decisions.

Our customers help shape the products we create and the improvements we make.

Their experiences remind us that skincare and wellness are deeply personal.

That's why listening remains one of the most important things we do.

Organic Wellness as a Daily Practice

We often think of wellness as something complicated or difficult to achieve.

In reality, wellness is often found in the small choices we make every day.

Choosing products that align with your values.

Creating moments of stillness.

Nourishing your body.

Connecting with nature.

Being kind to yourself.

At Indie + Mae, we see organic wellness as an ongoing practice rather than a destination.

It's about creating habits that support your wellbeing over time.

Final Thoughts

The Indie + Mae approach to skincare and wellness is built on a simple belief:

When products are created with intention, natural ingredients, and genuine care, they become more than products.

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

We're proud to create NZ-made skincare and wellness products that support both people and the planet, while helping our customers embrace a more mindful approach to self-care.

Because wellness isn't about perfection.

It's about choosing what feels right for you, one small ritual at a time.