This week, we’re sharing the lore behind a sleeper hit brand that keeps going viral for its affordable, effective skincare, Indeed Labs. Sit in as Co-founder, President and CEO, Dimitra Davidson reflects on 15 years in the biz, taking us back to where it all began, with the late Brandon Truaxe, before an incident that would lead to his departure, and his own entrepreneurial journey with Deciem and The Ordinary.

You’ll discover:

The story behind Indeed Labs’ very first product, a pioneering blurring cream created 15 years ago, that’s still going viral with beauty influencers today
Dimitra’s candid take on the company’s early split from controversial figure Brandon Truaxe, on the cusp of an upcoming documentary on his life
Details on the founder’s sophomore skincare brand, pH-in, and why its approach to acne care is unmatched – and free of harsh actives like benzoyl peroxide
What the Indeed Labs president has up her sleeve for 2025

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Why This Under $30 Skincare Keeps Going ...