Our Journey

The Story of Indie + Mae + Holistic Beauty Rituals 

The Indie + Mae journey began in May 2017, born from a deep personal transformation of the founder – Nikki. After struggling with her health, she made the decision to take control of her health, through holistic beauty rituals. It was then that Indie + Mae came to life, slowly but beautifully.

Her background in hairdressing sparked a deep love for connecting with others in ways that made women feel confident. Likewise, realizing she could no longer work with harsh chemicals in hairdressing. As a result, Nikki made a courageous decision to create her own range of wellness products and holistic beauty rituals. They would be natural, sustainable, and in line with her new vision of self-care. Nikki developed a wide range of wellness products - carefully crafted to be naturally derived but scientifically engineered. Her mission was clear... to create beautiful products and holistic beauty rituals. Resulting in giving others the confidence to feel good from the inside out.

As the brand grew, so did the mission for even more holistic beauty rituals. 

Indie + Mae aims to empower women to take charge of their hormonal health. Consequently, by offering education, advocacy, and wellness products that support natural living. The goal is to create a space where women can find balance and confidence in their health, beauty, and wellness.

In 2025, Indie + Mae became part of The Herb Farm family, joining a shared vision of holistic wellness products.

By bringing together the best of both brands, we are even more committed to helping you achieve balance, health, and beauty in every aspect of your life.

The heart of our philosophy is simple.

  • Balance in mind, body, soul, and spirit is key to living your best life.

A healthy balance can transform how you feel and, in turn, how you show up in the world every day. Our hope is to share this small piece of knowledge with you and offer wellness products that support your journey toward that balance.

 

The Name Behind Indie + Mae

Indie + Mae was founded with a name that was as meaningful as the vision behind it. Indie was a name that always resonated with the founder ... strength and a bohemian spirit - effortless yet bold. Mae, on the other hand, was the name of the founder’s daughter, who, though she never made it into this world, is a constant presence. Her memory lives on in everything Indie + Mae represents, and it’s clear that the brand’s success is, in part, due to the love and energy she brought to it.

In 2025, when The Herb Farm took ownership, we knew that the heart and legacy of Indie + Mae couldn’t be lost. We chose to honour the name and its history because it stood for something far greater than just a brand - it stood for family, spirit, and individuality.

Today, while ownership has shifted, the essence of Indie + Mae remains as strong as ever. The Herb Farm continues to carry forward the spirit of the brand, embracing both the strength of its roots and the ever-present memory of Mae.

 


 

INDIE + MAE STOCKIST DISPLAY COMPETITION | TERMS & CONDITIONS

Promoter: The promotion is run by Indie + Mae.

Promotion Period: The competition runs from 12.00am NZDT on 19 January 2026 until 11.59pm NZDT on 19 February 2026. 

Eligibility: Open to current Indie + Mae retail stockists only. Displays must feature genuine Indie + Mae products stocked by the retailer during the promotion period. Employees of Indie + Mae are not eligible to enter.

 How to Enter: To enter, stockists must complete both of the following during the promotion period:

  1. Create an in-store display featuring Indie + Mae products.
  2. Share the display on social media and tag @indieandmae.
  3. Email at least one clear photo of the display to hello@indieandmae.com.

Entries that do not meet all of the above requirements will not be considered.

Judging Criteria: This is a game of skill, not chance. The winning display will be selected based on:

  • Creativity and originality
  • How well the display showcases the Indie + Mae brand
  • Overall visual impact and presentation

 The judging decision is final, and no correspondence will be entered into.

Prize: One winning retailer will receive five (5) free Indie + Mae products of their choosing, subject to availability. The prize is not transferable, refundable, or redeemable for cash.

 Winner Announcement: The winner will be selected on 20 February 2026. The winner will be contacted directly via email and/or social media. Indie + Mae may announce the winner on its social media channels. 

Use of Content: By entering, stockists grant Indie + Mae permission to use submitted images and social content for marketing and promotional purposes, with credit where possible.

 General: Indie + Mae reserves the right to verify entries and disqualify any entry that does not comply with these Terms
& Conditions. Indie + Mae reserves the right to amend or cancel the promotion if circumstances arise beyond its reasonable control.