Indeed Laboratories

What Indeed Laboratories does

Indeed Laboratories is a Toronto-headquartered, privately-held skincare company founded in 2010 by Dimitra Davidson that develops and markets science-backed, affordable skincare under the Indeed Labs brand across the USA, Canada, and the United Kingdom. The company serves mass-market consumers seeking clinically proven anti-aging, hydration, acne, and brightening solutions in the accessible $9.99–$19.99 price band, with strategic priority on direct-to-consumer e-commerce supplemented by retail distribution through Ulta Beauty in the US and Shoppers Drug Mart in Canada.

The company's product portfolio is built around proprietary formulation technology including the Neuropeptide XEP-018 biomimetic peptide used in snoxin II, the Nano-Optic Prism Complex that powers nanoblur (a self-described world-first blurring cream), Matrixyl Synthe 6, Perfection Peptide P3, and encapsulated Retinol Microspheres. The portfolio is organized into three named sub-brand collections — Core Indeed (nanoblur, snoxin II, hydraluron, retinol reface, pepta-bright, eysilix, nanobronze, nanoset, Vitamin C drops), the pH-In Microbiome Balance collection for acne-prone skin launched in 2023, and the Next Gen Skincare line — supported by three curated bundle kits (Timeless Beauty Kit, A.M. Routine Essentials, P.M. Routine Essentials). Free-from certifications include cruelty-free, fragrance-free, paraben-free, and phthalate-free.

The revenue model combines one-time DTC product sales via the company's Shopify storefront, recurring subscriptions through a Subscribe & Save program offering 10% off, and bundle sales at 10–30% discounts, with free shipping above $50. Marketing combines organic social (TikTok, Instagram, Facebook), email/newsletter, the Skin Talks blog, and extensive earned media across Vogue, GQ, Allure, Glamour, Marie Claire, Cosmopolitan, Byrdie, Good Housekeeping, WWD, and 50+ industry awards. Leadership comprises founder Dimitra Davidson alongside CEO Jeffery Wagstaff and Head of Corporate Administration and Development Melanie Blackman. The company is founder-owned with no disclosed institutional funding.

Name

Indeed Laboratories

Legal name

Indeed Laboratories

Website

https://indeedlabs.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

101–250 employees

Short description

Indeed Laboratories is a Toronto-based, privately held skincare company founded in 2010 that develops and markets affordable, science-backed skincare products across the USA, Canada, and the UK via direct-to-consumer e-commerce and retail partners Ulta Beauty and Shoppers Drug Mart.

Ownership category

akta.pro rank

Product category

Consumer Skincare

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Treatment Skincare (Serums, Actives, Acne & Anti-aging) (CRABAAAB)

akta.pro secondary industries

Dermocosmetics & Medical-Grade Skincare (CRABAAAF), Dermatology OTC & Skin Health (Acne Treatments, Eczema/Psoriasis OTC, Antifungals, Wart Removal) (CRADAMAF), Sensitive Skin & Barrier Repair (CRABAAAG)

Keywords

• Anti-aging skincare
• Hyaluronic acid serums
• Peptide skincare products
• Blemish treatment products
• Hydrating moisturizers

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Direct Product Sales: Direct-to-consumer sales of skincare products through own e-commerce storefront and retail partners including Ulta Beauty and Shoppers Drug Mart
2. Bundle and Kit Sales: Pre-configured product bundles offering 10-30% savings, driving higher average order values through curated routines
3. Subscription Model: Subscribe and Save program offering 10% discount on recurring orders, providing predictable recurring revenue and customer retention

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Indeed Laboratories develops and sells science-backed skincare products including anti-aging peptide serums (snoxin II), optical-blurring primers (nanoblur), hyaluronic acid hydrators (hydraluron), encapsulated retinol treatments (retinol reface), and microbiome-certified acne care (pH-In). Products combine clinically proven peptides, hyaluronic acid, retinol, and clean ingredients at accessible $9.99–$19.99 price points. The line is sold through the brand's own e-commerce storefront and through major retail partners including Ulta Beauty and Shoppers Drug Mart across the US, Canada, and UK.

Product overview

Indeed Laboratories is a Canadian skincare company founded in 2010 by Dimitra Davidson, offering a comprehensive portfolio of science-backed, full-formula skincare products at affordable price points. The product line is organized around several flagship brands: nanoblur (instant blurring/primer technology), snoxin II (peptide-powered anti-aging), hydraluron (hyaluronic acid hydration), retinol reface (retinol-based anti-aging), and the pH-In Microbiome Balance collection (microbiome-certified acne care). The company also offers specialized treatments including eysilix (eye care), pepta-bright (brightening), nanoset (multi-use finishing), and various moisturizers, cleansers, and masks. Products are sold individually or as curated bundles and kits. The company emphasizes clean beauty with a strict free-from list covering cruelty-free, fragrance-free, paraben-free, and other standards. Over 50 awards have been earned across the product range.

Differentiator

Problem solved

Functional benefit

Brands

• pH-In Microbiome Balance Collection: Skincare collection focused on pH balance and microbiome health
• Next Gen Skincare
• pH-In Skin

Products and services

• nanoblur™ The world's first blurring cream that uses light-diffusing Nano-Optic Prism Complex to instantly minimize pores, wrinkles, shine, and fine lines for photo-ready skin. Targets individual consumers seeking instant results and a makeup-primer finish.
• snoxin™ II Peptide-powered anti-aging serum targeting dynamic facial lines and wrinkles using Neuropeptide XEP-018 biomimetic peptide. Marketed as 'Botox in a bottle' for individual consumers seeking clinically proven expression-line smoothing.
• snoxin™ II Under Eye Patches Biodegradable hydrogel patches with Argireline peptide, niacinamide, and licorice root extract to brighten, depuff, and smooth fine lines around the eyes. Winner of Get The Gloss Gold Wellness Award for skin science and affordability.
• retinol® reface™ 3-in-1 anti-aging serum combining retinol, bakuchiol, and retinol-like peptide to smooth skin texture, reduce signs of aging, and brighten uneven skin tone. Uses encapsulated Retinol Microspheres for gradual release to minimize irritation.
• retinol® reface™ Eye Cream Targeted retinol eye cream for the delicate under-eye area, designed to complement the retinol reface serum for a complete wrinkle-smoothing routine.
• hydraluron™ Moisture Serum Water-based hydrating serum with low molecular weight hyaluronic acid and red marine algae for deep skin hydration, long-lasting moisture, and plumping to diminish fine lines.
• hydraluron™ Moisture Jelly Lightweight, non-sticky hydrating gel moisturizer with hyaluronic acid that locks in hydration and layers smoothly with other skincare products.
• hydraluron™ Intense Moisture Lotion Intensive moisture lotion that delivers deep hydration with a rich yet lightweight formula targeting dryness and redness.
• hydraluron+™ Volumising Lip Treatment Hyaluronic acid lip treatment that volumizes and hydrates lips for a plumped, smooth appearance.
• pepta-bright™ II Peptide-powered brightening serum formulated to address hyperpigmentation and dull skin for a more even complexion.
• eysilix™ II Eye treatment serum with peptide-powered formula designed to target dark circles and fine lines around the eye area.
• pH-In™ The Cleanser pH-balanced cleanser from the microbiome-focused pH-In collection, designed to maintain healthy skin pH levels for acne-prone and sensitive skin.
• pH-In™ The Moisture Treatment Moisturizing treatment from the pH-In collection that supports skin microbiome balance while providing hydration for acne-prone consumers.
• pH-In™ The Mask Face mask from the pH-In collection designed to balance skin microbiome while addressing acne-prone and sensitive skin concerns.
• pH-In™ Healthy Skin System Bundle Complete skincare system bundle combining the pH-In Cleanser, Moisture Treatment, and Mask for a comprehensive microbiome-friendly skincare routine.
• Microdart Patch Advanced microdart technology patches designed to target acne and blemishes with precision delivery of active ingredients for individual consumers.
• Timeless Beauty Kit Curated anti-aging kit combining retinol reface with snoxin II at 30% savings for a comprehensive wrinkle-smoothing routine.
• A.M. Routine Essentials Morning skincare routine bundle featuring essential products for daytime hydration and protection.
• P.M. Routine Essentials Evening skincare routine bundle with retinol and overnight treatments at 25% savings for comprehensive nighttime skincare.

Quantifiable outcome

• Over 50 product awards earned since 2010
• +3 more outcomes

Named customers2 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Glow Recipe: Science- and ingredient-led skincare brand with viral hero SKUs and Sephora distribution. Partial overlap on actives-driven formulation and social-media-led growth, though more fruit-acid and barrier-repair focused than peptide/retinol core.

Direct peers

• Paula's Choice: Science-led, ingredient-transparency-focused skincare brand sold DTC and through major retailers like Target and Amazon. Overlaps heavily on retinol, peptides, hyaluronic acid, and acid exfoliants.
• The Inkey List: UK-origin, accessible-priced, science-forward skincare brand sold through DTC and major retailers like Sephora. Closely mirrors Indeed Labs' strategy of clinical actives at mass price points with hero ingredients like hyaluronic acid and peptides.
• The Ordinary (Deciem): The Ordinary pioneered science-backed, single-actives skincare at $5-$15 price points and is the closest direct competitor on accessible-peptide/retinol positioning. Both brands target the same ingredient-literate, value-seeking skincare consumer.
• Versed: Accessible, clean, science-backed skincare brand sold primarily at Target. Direct peer on mass-retail distribution of peptide/retinol/hyaluronic-acid SKUs at $10-$25 price points.
• Good Molecules: Affordable, science-forward skincare DTC brand offering serums and treatments in the $5-$15 range. Mirrors Indeed Labs' accessible-pricing, actives-driven portfolio with strong overlap on hyaluronic acid, retinol, and brightening products.
• Drunk Elephant: Shiseido-owned, science- and ingredient-led clean skincare brand with viral hero SKUs and strong Sephora presence. Comparable on clinical-actives positioning and viral-driven growth, though at a premium price tier.
• Naturium: Science-led, affordable skincare brand with strong retailer distribution (Target, Amazon) and viral TikTok presence. Comparable on actives-forward formulation, accessible pricing, and viral marketing-driven growth.

Broad incumbents

• CeraVe: L'Oréal-owned mass-market skincare brand built on ceramides, peptides, and retinol with deep dermatologist endorsement and universal retail distribution. A principal scaled incumbent competing for the same anti-aging and hydration shelf space.
• La Roche-Posay: L'Oréal-owned dermocosmetics brand with strong dermatologist credibility, sold through pharmacies globally. Closest larger incumbent to Indeed Labs' clinical-actives positioning across acne, sensitive skin, and anti-aging.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/indeedlabs
• Instagraminstagram.com/indeedlabs/?hl=en
• TikToktiktok.com/@indeedlabs?lang=en

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Indeed Laboratories