Located in Toronto’s Yorkville area, Indeed Laboratories has become a name synonymous with high-quality, accessible skincare solutions. Founded in 2010, the company has revolutionized the industry, and this year it celebrates its 15th anniversary with a commitment to innovation, community, and inclusivity.
“When we launched Indeed Labs, we wanted to disrupt the industry with science-backed, results-driven, and affordable products,” said Dimitra Davidson, founder of Indeed Labs. Speaking from the brand’s space at 118 Avenue Road, Davidson reflected on the company’s journey. “We’ve always prioritized safety, efficacy, and accessibility. Skincare should be available to everyone, not just a select few.”
The Birth of a Disruptor
Indeed Labs was co-founded by Davidson and a small team, including Brandan Truax, who later founded Deciem. Indeed Lab’s initial breakthrough came with the launch of Nanoblur in 2011, a blurring cream designed to give users an instant “Paris filter” effect.
“Back then, skincare wasn’t as ingredient-focused or results-driven as it is today,” Davidson said. “We introduced Nanoblur to show consumers that immediate, effective solutions were possible. We were ahead of our time, launching a product that’s still a global favourite, used by makeup artists, film sets, and even taught in cosmetic schools.”
Davidson, whose background spans finance, luxury retail, and corporate sales with Tiffany & Co. Canada, credits her diverse professional experience for the success of Indeed Labs. “I never thought I’d end up in skincare,” she admitted. “But my passion for branding, coupled with my entrepreneurial background, allowed me to see the gaps in the market and fill them effectively.”
A Philosophy Rooted in Problem-Solving
Davidson’s inspiration for creating Indeed Labs stemmed from personal experience. After dealing with post-pregnancy hyperpigmentation and being dissatisfied with available solutions, she partnered with scientists to develop a product that addressed specific skin concerns.
“At the time, there wasn’t a brand that truly catered to unique skin needs,” Davidson recalled. “Everything was generic—a three-step system that didn’t account for different skin types or challenges. We wanted to change that by offering targeted solutions.”
The company’s commitment to safety and efficacy has been unwavering. “We’ve always formulated our products to meet the strictest global regulatory standards, like those in the EU,” Davidson emphasized. “We were also one of the first brands to focus on being ‘free from’ harmful ingredients. Long before the term ‘clean beauty’ became popular, we were pioneering safe and effective formulations.”
Product Innovations That Stand Out
Indeed Labs’ product lineup is a testament to its commitment to addressing diverse skincare needs. Beyond the iconic Nanoblur, the company has introduced several game-changing products.
The Hydraluron Moisture Jelly, for example, became a bestseller for its ability to deliver intense hydration through its unique jelly texture. “This product gives users a dewy, plumped look,” Davidson said. “It’s one of our most innovative formulas, combining science and sensory appeal.”
Another standout is the Nanobronze Bronzing Drops, designed to provide a natural glow while delivering skin-nourishing benefits. “I created this product because I wanted something lightweight that could give me a sun-kissed look without heavy makeup,” Davidson shared. “It’s since gone viral, especially among younger consumers.”
The pH-In Skin range, launched in 2023, represents a new frontier in acne care. “We are the first to launch a microbiome-certified, clinically proven acne treatment that doesn’t compromise the skin barrier,” Davidson explained. The products have won multiple awards for their innovative approach to treating acne while supporting overall skin health.
Indeed Labs is also known for its Hydrogel Eye Patches, which contain Argireline, often dubbed “Botox in a bottle.” “They give an instant tightening effect, making them a favourite for events or photo-ready moments,” Davidson said.
Revolutionizing Acne Care with pH-In Skin
One of Indeed Labs’ most significant innovations is pH-In Skin, launched in 2023. “This is the world’s first microbiome-certified, clinically proven acne brand,” Davidson said proudly. “It treats acne without compromising the skin’s barrier or using harmful ingredients.”
Davidson explained the science behind the range: “Our skin’s microbiome is like its first line of defence. Traditional acne treatments, like benzoyl peroxide, kill both good and bad bacteria, weakening the skin. pH-In Skin balances the microbiome, preventing overgrowth of harmful bacteria while maintaining overall skin health.”
The product line has been a game-changer, particularly for younger consumers. “We’re seeing a shift,” Davidson noted. “Teens and Gen Z are incredibly educated about skincare. They want products that are safe, effective, and aligned with their values.”
Innovation at Every Turn
Indeed Labs has earned over 60 industry awards, a testament to its commitment to innovation. From viral sensations like the Nano Bronze bronzing drops to the Hydraluron Jelly, the brand continues to push boundaries.
“Innovation comes in many forms,” Davidson said. “Sometimes it’s about introducing a groundbreaking ingredient. Other times, it’s about rethinking how a product is packaged or used. Our setting spray with blurring technology is a great example—it combines skincare and cosmetics in a way that’s never been done before.”
A Creative Hub in Yorkville
Indeed Labs’ physical space at 118 Avenue Road in Toronto’s Yorkville district is more than just an office—it’s a hub for creativity and collaboration. Originally intended as a workspace, the building’s main floor has been transformed into a content creation centre and community space.
“This area is for creators, entrepreneurs, and innovators,” Davidson explained. “We host pop-ups, events, and even allow other business owners to showcase their work here. It’s our way of giving back and fostering a sense of community.”
The space’s minimalist design emphasizes functionality while providing an inspiring environment. With bright, open layouts and areas dedicated to filming and product testing, it’s become a go-to spot for content creators. “We’ve had influencers and professionals from all over the world come in to create content,” Davidson noted.
Future Plans and Vision
As Indeed Labs celebrates its 15th anniversary, the brand is looking toward the future with ambitious plans for growth and innovation.
“We’re actively exploring new markets and partnerships,” Davidson said. “Regions like Southeast Asia and the Middle East are particularly exciting for us because of the growing demand for high-quality, affordable skincare.”
Indeed Labs is also prioritizing sustainability. “We’re working on eco-friendly packaging and more sustainable formulations,” Davidson revealed. “Consumers are increasingly conscious of their environmental impact, and we want to lead by example.”
Technology will play a significant role in the brand’s future. Davidson hinted at plans to integrate AI and digital tools into their operations. “AI is revolutionizing product development and customer engagement,” she said. “We’re exploring how to use these tools to create even more personalized skincare solutions.”
When asked about potential retail expansion, Davidson was pragmatic. “Brick-and-mortar stores are challenging in today’s retail environment,” she said. “For now, we’re focusing on direct-to-consumer strategies and enhancing our existing distribution network.”
A Global Reach with Community at Its Heart
Indeed Labs has achieved significant global distribution, with products available in retailers like Shoppers Drug Mart in Canada, Ulta Beauty in the U.S., and Boots in the UK.
“Accessibility is key to our mission,” Davidson said. “It’s not just about affordability; it’s also about being where consumers shop.”
In Canada, the brand has an exclusive agreement with Shoppers Drug Mart, boasting over 1,000 locations carrying its products. Internationally, Indeed Labs has expanded to countries including Australia, India, and Hong Kong. “Our wide distribution network ensures that consumers everywhere can access high-quality skincare solutions,” Davidson added.
Beyond business, Davidson is passionate about mentoring women and giving back. “Beauty isn’t just about products; it’s about people,” she said. “I’m committed to creating opportunities for the next generation of leaders and fostering a sense of community.”
