Empowering people to showcase their own personal relationship with beauty.

There is no one definition for beauty. That’s Dimitra Davidson’s philosophy and it shines through in every aspect of her game-changing skincare company. As the President & COO of Indeed Labs, Dimitra relishes the fact that the beauty industry has become a platform for people to feel empowered to showcase their own personal relationship with beauty. “That is what makes this industry beautiful—not the products!” she says.

Dimitra has mastered the idea of “undefining” the word beauty. It’s this philosophy and open-minded approach that has led her to develop effective, award-winning products that resonate with all consumers, everywhere.

Today Dimitra believes that being a leader in the beauty industry was her calling. At a very young age she made taking care of her skin a priority and the cornerstone of her self-care routine. But she is aware that bringing the best products to market is not just about her. That’s why Dimitra is committed to ongoing learning, research and asking tough questions to ensure that Indeed Labs is always using the best ingredients, maximizing their formulations, raising the bar and setting skincare trends to ensure that the best results are always achieved.

“I cannot” are words that simply aren’t in Dimitra’s vocabulary. That mentality has allowed her to soar above any and all challenges no matter what she has been faced with. After building an impressive career in finance and luxury sales, Dimitra pivoted into the beauty industry, proving her agility. As one of the original founding partners of Indeed Labs, Dimitra was brought in to offer her perspective as a consumer who was frustrated with what was the norm in the industry at the time. A busy mother and businesswoman, Dimitra was looking for products to address her skin concerns. After extensive research and many trips down to the skincare aisle, she couldn’t find what she was looking for. So when her partners approached her about creating a targeting, honest and effective skincare line, she was apprehensive about not knowing the business but excited.

Indeed Labs led the movement in bringing high-quality, effective, safe and affordable products to consumers and today Dimitra knows that healthy skin can be a reality for everyone. She is passionate about educating people and sharing information on maintaining good habits so that Indeed Labs can provide so much more than products.

Dimitra looks to her customers to direct the path of Indeed Labs, as their organic feedback helps the company innovate. As a result, many Indeed Labs products are conceived from filling a gap in the market and answering direct consumer requests.

As a leader, one of the many things that makes Dimitra unique is her ability to inspire her team.  “The most rewarding part of my job is giving people the opportunity to grow, excel and be successful,” she says. “I love mentoring young professionals and seeing them thrive.”

Ongoing education is a critical part of the process for Dimitra. “The world changes so quickly; doing things right is an evolution—not a stagnant thing,” she says. For example, recycled plastic often ends up in landfills because it is too expensive to recycle, so the holistic way that Indeed Labs approaches it is to reuse, reduce and repurpose. That’s Dimitra’s philosophy in her personal life, which is no different from her business life.

For Dimitra, the highest honor of running Indeed Labs has been redefining what beauty is and celebrating it. “This industry has taught me so much and connected me with people all over the world,” she says. “Seeing a small brand like Indeed thriving, growing, inspiring people all over the globe and especially in such a competitive landscape is the greatest reward.”

The influence of beauty in the beauty industry:
“Being a woman in this industry is difficult. We’re in the beauty industry – we need to look good. But at the end of the day, beauty comes from within. It’s about balancing priorities and being a good person. That’s the philosophy of Indeed Labs™. Taking care of yourself externally and internally is what we’re about. And that’s how I live my life.”

The need to “act like a man” to be successful:
“Listen, you need to be strong. I have worked in some very male dominated industries. If you understand the context of what you’re dealing with, it becomes a business thing – not a gender thing. I’ve never looked at it that way.”

Leading a company that is mostly staffed by women:
“Here’s the thing: When I recruit, I don’t only look for females. We have just been fortunate in this business to attract a very strong and capable group of beauty enthusiasts. Together we collaborate and bring to the table solutions for real and relatable skincare issues.”

Working as an entrepreneur:
“I am extremely passionate about this business. I’m an owner. I’m also a consumer. This plays into why this company is so successful.”

The edge of being a Canadian beauty company:
“At Indeed Labs™, we’re able to move and act immediately by responding to consumers’ needs and industry trends to bring products and solutions to the market very quickly. We’re more nimble than a large company with a lot of layers.”