Why This Under $30 Skincare Keeps Going Viral, pH Matters & The Lore of Brandon Truaxe with Indeed Labs co-Founder Dimitra Davidson

Breaking Beauty Podcast

Dear Media, Jill Dunn and Carlene Higgins

Jilldunn, Arts, Beautyeditors, Style541811, Beautyexpert, Beauty, Carlenehiggins, Fashion, Society & Culture, Magazineeditors, Fashion & Beauty

4.7 • 954 Ratings

🗓️ 11 December 2024

⏱️ 51 minutes

🔗️ Recording | iTunes | RSS

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Summary

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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Hosts: Carlene Higgins and Jill Dunn

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Transcript

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0:00.0	The following podcast is a dear media production.
0:08.2	Welcome to Breaking Beauty, the podcast all about the breakthrough people, products, and moments in beauty.
0:14.1	We're your host, Jill Dunn and Carleen Higgins.
0:23.5	Welcome back to the show, everyone.
0:26.9	Hope that your December is merry and bright so far.
0:32.3	We are Jill and Carleen, two beauty editors turned beauty podcasters, sharing the breakthrough people, products, and moments with you in beauty every single week.
0:36.1	Like we have been doing for seven years at this point.
0:39.5	And in today's episode, maybe you're running around doing holiday shopping yourself,
0:44.2	but you just want something in your AirPods to listen to.
0:46.7	And we're here for you for that.
0:48.5	In today's episode, we're sitting down with a really inspiring woman.
0:52.8	And we're sharing the story of Indeed Labs with its co-founder,
0:56.6	president, and CEO Demetra Davidson. And frankly, Carleen, this chat is so long overdue because
1:02.5	Indeed Labs is a homegrown hit. And it just keeps going viral over and over and over again for
1:08.7	its affordable skincare must. Nothing in the line is more than $30.
1:13.3	But low-key, people may not be familiar with the whole lore behind this brand.
1:19.2	Indeed Labs was co-founded back in 2010 with Demetra and the late Brandon Truax,
1:25.7	who later went on to found DesiM and The Ordinary.
1:29.5	So, you know, the beauty diehards, the skincare nerds will know who Brandon Truax is, of course.
1:36.9	And I think everybody watched what happened with his career up until his passing six years ago.
1:43.9	So, yeah, people may not realize that he is tied to the
1:47.1	early days at Indeed Labs. And that's one of the things we're going to be talking to Demetra about
	...

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