Our story

 

Our Story: From Pandemic Pivot to Purpose-Driven Business

Welcome to The Indie, where our mission is simple: to create natural, eco-friendly skincare that brings both relief and joy—because your skin deserves the best. Founded in March 2021 by Jennifer Trujillo, our journey has been nothing short of a rollercoaster. But honestly? I wouldn’t change a thing.

The pandemic hit me like it did for so many others: unexpectedly and with a heavy dose of uncertainty. After being laid off, I found myself searching for a new direction while trying to stay connected to my creative side. Everyone was making sourdough bread at the time (because why not, right?), but I knew I wanted to do something different. It wasn’t until I received a nostalgic notification of memories that I realized where my path could lead.

I remembered a time when my youngest daughter had a store-bought lip balm that smelled like candy—and of course, she loved it. The problem? She was eating it. On top of that, she struggled with cold sores, and I always had medicated lip balms in my purse to help ease her discomfort. So, I took a deeper look at the ingredients, and what I found didn’t sit right with me.

Around the same time, I noticed my lips getting drier and more irritated, especially from wearing masks. I tried every lip balm I could find, but nothing seemed to last. It would feel good for a moment, but then I'd have to reapply almost immediately. I also came across some great balms, but they came in plastic tubes—something that bothered me more and more as I thought about the plastic waste piling up in landfills.

That’s when I discovered eco-friendly, paper tubes. It was a game-changer! I knew then that I wanted to create something that was not only better for our skin but better for the planet. And so, The Indie was born. We began offering lip balms in biodegradable paper tubes, using high-quality ingredients to truly nourish and protect the skin.

Along the way, I experimented with different formulations, including CBD, to provide therapeutic benefits. While the legal complexities surrounding CBD led me to remove it from our products, I’m proud to say that I still use hemp oil—another amazing ingredient known for its skin-loving properties.

At The Indie, we believe that skincare should be a joyful experience. We want to provide products that not only work but also feel like a treat—no stress, no hassle, just pure, effective care. Our goal is to offer products that make a real difference, whether it’s hydrating your lips, soothing your skin, or just giving you that extra bit of self-care you deserve.

Thank you for joining us on this exciting journey. We're so grateful for your support, and we can’t wait to see where the future takes us (spoiler: it’s going to be bright!).

Truly Yours,

Jennifer T