Indie Lee Skincare is taking clean beauty further into the mainstream, launching a new, lower priced line called Indie Lee Botanicals exclusively at Whole Foods Market as of February 24, 2026. The move opens the door to shoppers who know the original line from specialty beauty but have been priced out of its core serums and treatments.
A new, garden-first chapter
Positioned as a diffusion line, Indie Lee Botanicals goes back to the brand’s roots in home grown, plant based ingredients. Founder Indie Lee said, “Indie Lee Botanicals is a return to where this brand began for me, in the garden and greenhouse, with a belief that what we put on our skin should support our overall wellbeing,” built on the idea that what goes on skin should support overall well being without sacrificing effectiveness or budget.
Four essentials, all under $25
The launch centers on four everyday staples, each priced at $25 or less and formulated with botanicals that could be grown or harvested at home.
- Morning Dew Gel Cleanser at $19.99 to $20.
- Hydra Petal Facial Toner at $19.99 to $20.
- Vital Bloom Serum at $24.99 to $25.
- Bloom Balance Moisturizer at $24.99 to $25.
Key ingredients include safflower, blackberry and lemon, with hyaluronic acid in the serum sourced via plant based microbial fermentation. By contrast, the original Indie Lee range typically sits around $30 to $70, with some serums reaching $135, making Botanicals a clear step change in accessibility.
Whole Foods as the exclusive home
For now, Indie Lee Botanicals is exclusive to Whole Foods Market, landing in the grocer’s beauty and Whole Body sections across the United States. The partnership builds on Whole Foods Market’s push to refresh its clean beauty offering after a slower launch period, giving it a proprietary line from a name already trusted by clean skin care shoppers.
Backing from American Exchange Group
The rollout is supported by American Exchange Group (AXNY Group), which acquired Indie Lee Skincare and is using its retail relationships to secure national placement out of the gate. Josh Kirson, SVP at AXNY Group, said, “This launch highlights American Exchange Group’s commitment to building brands that reflect evolving consumer values. Indie Lee Botanicals combines clean formulations, accessible pricing, and a strong partnership with Whole Foods, resulting in a compelling proposition for today’s wellness-focused shopper.”
Why this matters in beauty
In a category often criticised for greenwashing and premium only pricing, Indie Lee Botanicals is framed as a corrective: recognizable clean formulas at a true mass accessible price point. For beauty shoppers who browse Whole Foods Market aisles rather than specialty beauty chains, it offers an entry into the Indie Lee universe at under $25 per product, potentially broadening the brand’s base well beyond its original niche.
