There is no standard of beauty. This is Dimitra Davidson’s philosophy, and the driving principle behind every aspect of her game-changing approach to skincare. As the president and CEO of Indeed Labs, and founder of pH-In Skin, Dimitra has embraced the beauty industry as a platform for empowerment. Beauty is defined by the community, so everyone should have a say. “That is what makes the industry beautiful,” she says, “not the products.”
Since 2010, Indeed Labs has led the movement in bringing effective, safe, and affordable products to consumers. Dimitra’s community awareness has taught her that bringing the best products to market is not just about her. That’s why she is committed to ongoing learning, research, and asking tough questions. Indeed consistently looks to consumers to direct the path of innovation. As a result, many Indeed Labs products are conceived to fill a gap in the market by answering direct consumer requests.
Dimitra spent her early professional life navigating the finance community as a stock broker, eventually going on to manage corporate sales for luxury retailers. As a businesswoman and a mother to three girls, she looked for products to address her skin concerns. Dimitra had difficulty finding high-quality options at an affordable price, and was frustrated with the lack of accessibility in the industry. When her partners approached her about creating targeted, honest, and affordable skincare, she was excited to get on board. Today, Dimitra understands that skincare was her calling.
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