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

100% natural with Indie + Mae 

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.

Importantly, 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?

Put simply, 100% natural means using ingredients by sourcing directly from nature and actively 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 you need harsh chemicals to preserve products safely. In reality, effective preservation plays an essential role in maintaining product quality, freshness and safety.

We carefully select preservation systems that protect our products and keep them fresh and stable, while staying true to our commitment to natural skincare. This approach helps us create products that remain safe and effective throughout their intended shelf life, without relying on unnecessarily harsh preservatives.

By carefully considering how we formulate and preserve each product, we can achieve the right balance between purity, performance and safety.

Gentle Enough for Sensitive Skin

Many people choose natural skincare after experiencing irritation from synthetic ingredients commonly found in conventional products. For example, artificial fragrances, harsh detergents and certain preservatives may irritate sensitive skin.

We formulate our products with gentleness in mind. By choosing natural ingredients and avoiding common irritants, we create products that suit a wide range of skin types, including sensitive skin.

In addition, many families value knowing exactly what goes into the products they use every day. We focus on purposeful, natural ingredients and leave out unnecessary chemicals and hidden nasties. As a result, our range offers a simple, natural choice for everyday self-care.

Clean Beauty and Sustainability Go Hand in Hand

What we put on our bodies matters, but so does the impact we leave behind.

At Indie + Mae, we believe caring for yourself and caring for the planet can go hand in hand. That’s why choosing natural ingredients is only one part of how we approach beauty and wellness.

We carefully select naturally derived ingredients and make thoughtful formulation choices to create products that feel good to use, while considering their impact on the world around us.

For us, conscious beauty is about making better choices wherever we can. From the ingredients we choose to the products we create, we want to make everyday self-care feel good for you and a little kinder to the planet.

Why Transparency Matters

You shouldn’t need a chemistry degree to understand what’s in your skincare.

More of us are looking closely at what we put on our skin, where those ingredients come from and why they’re there. That’s a good thing. We believe you deserve to know exactly what you’re using, without confusing jargon, vague claims or unnecessary complexity.

That’s why transparency matters so much to us at Indie + Mae. We carefully choose every ingredient with a purpose and make it easy to understand what goes into our products.

When you choose Indie + Mae, there’s no need for guesswork. You’re choosing thoughtfully crafted, NZ made products created with 100% natural ingredients and a genuine commitment to clean, conscious 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.