Behind The Brand: Indeed Laboratories

Date of Birth: 2011

Founding Father: Brandon Truaxe

History: Indeed Laboratories is a Canadian beauty brand that was born from a desire to help skin stand proud in front of a HD camera lens. The idea came to Dia Foley, now Vice President of Sales & Business Development, in 2009 when she was getting ready for a TV appearance. She started thinking about high definition and how it really emphasises all skin imperfections. She looked at herself in the camera and was not pleased with how it maximised her skin problems. As far as she was concerned, this shit had to be handled...

This TV appearance had such an affect on Dia that, when it was over, she spoke to her team and stressed how good it would be to create a beauty product that could provide the same effect as those skin-enhancing filters used in cameras. The idea quickly turned into a project and the end result was Nanoblur, an instant skin finisher that surpassed industry standards by delivering a next-generation solution to modern beauty dilemma.

The launch of Nanoblur was the beginning of the Indeed Labs brand we know today. Since its launch, Indeed Labs has continued to bring hybrid products to the market that blend skincare with instant, visible results. A strong range of high-performing products, formulated with quality ingredients, at affordable prices, that really work.

USP: Indeed Labs is the brand to reach for if you want targeted, high-potency formulas that address specific beauty concerns with maximum results.

Offerings: A wide range of skincare products to treat a variety of skincare concerns. Indeed Labs produce everything from moisturisers and masks to serums and exfoliators.

Hero Products: Nanoblur and Hydraluron Serum and Retinol Reface.

Availability: Indeed Labs products are available at a number of stores worldwide. If you are based in the UK, you can get your fix at Boots and lookfantastic.com. If you reside in the US of A, you can find the brand direct at indeedlabs.com.

Website: indeedlabs.com

Price Points

Moisturisers: Up to £24.99 / $24.99

Serums: Up to £29.99 / $29.99

Eye Creams: Up to £24.99 / $24.99

Treatments: Up to £29.99 / $29.99