Indie Lee Clean Skincare Brand Acquired By American Exchange

The American Exchange Group (AXNY) has acquired Indie Lee. With this acquisition, AXNY hopes to expand the brand’s portfolio and retailer presence.

Indie Lee debuted in 2010 by the namesake founder. Indie Lee is an American Omnichannel brand that is an early clean beauty brand. It is primarily sold in North America at Ulta Beauty, Bluemercury, among others.

Lee commended,

“We are thrilled to join forces with American Exchange Group, a company that shares our commitment to innovation and excellence. This partnership will enable us to reach new heights and bring our clean, effective beauty products to a wider audience.”

Alen Mamrout, CEO of AXNY, said,

“Beauty and personal care are among the fastest-growing categories, and with this acquisition, AXNY Group is poised to become a dominant leader in the space. We see a tremendous opportunity to develop Indie Lee’s direct-to-consumer business by leveraging American Exchange Group’s expertise and resources. We plan to expand Indie Lee products beyond skincare, both in-house and via licensing, and explore diffusion brands through licensing and brand expansion.”

AXNY is primarily a fashion accessories product and brand management company that has recently begun expanding into the beauty and personal care industry.

This transaction is a strategic milestone for AXNY. In August of 2023, the group acquired HatchCollective and its beauty and personal care brands, including Found Active, NatureWell, TXTUR, and Orlando Pita Play.

As part of the acquisition, AXNY plans to expand Indie Lee’s beauty brand presence.

Steve Velasquez, chief strategy officer at AXNY commented,

“This move not only represents a strategic opportunity for expanded growth but also aims to introduce Indie Lee’s internationally recognized product lines to AXNY Group’s well-established retailer portfolio. Our continued strategy of growth through acquisition allows us to diversify our offerings and strengthen our position across various market segments.”