How to be a brand that says “less” every single day. A conversation with Neada Deters, founder of LESSE.
In deciding on guests for this newsletter, there’s been one primary objective — to talk to people doing things completely their own way despite the dominant cultural and technological currents. As it stands, we can’t think of a stronger current than the one pushing us all toward more — more money, more productivity, more products, more followers, more success, more beauty… If you’re running a business, this translates to: more growth, more investment, more launches, more content, more email blasts, more giveaways, more discounts…
So there’s something intriguing about a brand that builds the word “less” right into its name, which is exactly what Neada Deters, founder of LESSE (pronounced less) has done. Sort of feels like a breath of fresh air, right? But how does that work? How does one carry this concept from sustainability to content to financial investment and beyond? There’s, of course, no surefire formula, but we’re really glad Neada’s giving it her best shot. Read on to hear more about her approach.
In a world where we’re told we need more, constantly, you decided to name your brand LESSE. Just as women were being sold 12-step skincare routines, LESSE offered the opposite — a “discerning edit of only the essential” organic skincare products. No unnecessary ingredients. No unnecessary packaging. Can you talk a little bit about how this name expands beyond skincare for you?
NEADA DETERS: I would love us to experience and understand the very concept of less as something entirely different. In our society, we are constantly told to fill our lives with things; we are conditioned to believe that, by doing so, we’re paving our way towards happiness — one product at a time. It has shaped the world to be one of endless trends, comparison, and consumption.
Less can mean simplicity and, through that, beauty. It can mean time and space to appreciate the experience of life that transcends things. It can mean absolute abundance and freedom from the pulls of material gratification; and that, I value so much more.
“Less” is arguably the one word the future of our planet hinges on. But it’s also the one word we’re the least likely to hear from a brand in their next email blast — it’s not exactly a top sales-driver! As a brand trying to sustain itself in a competitive landscape, does the name LESSE ever feel like a challenge to live up to? What are the nuances of sharing your offering in a compelling way without selling people more than they need?
ND: Our focus is on fewer, essential products — but every ingredient, every packaging detail is something that has been considered and debated and researched and sampled and revised for years. It’s these details, which are more educational; from ingredients to application tips, to how to recycle; that we really focus on. I believe in the power of word of mouth and organic growth for longevity, so no, our approach to business is incredibly different to what one might see from most brands.
Every brand in the world is grappling with their relationship to sustainability right now. Messaging around it is often misleading, and consumers and business owners are still educating themselves on the complexity of it. How do you approach your position at the forefront of those striving for a sustainable business model?
ND: It’s imperative to be clear on what your definition of sustainability is, to encourage transparent and truthful discourse with your community, and to constantly be open to evolution in pursuit of greater sustainability.
“I have been told by so many people that I need to share more intimate moments of my life online, but I want to save those — that part of me — for those who really know me.”
Social media has opened up a lot of doors to connect with people, but it’s also created a seemingly insatiable content machine. There’s a lot of behind-the-scenes burnout among content creators, but also social media users — we’re all a little more discerning when it comes to hitting that follow button these days. As a business owner, and a woman on the internet, what is a sustainable level of content creation and consumption for you?
ND: In terms of creation, a sustainable level is when one might feel naturally inclined or have a clear intention around sharing. I have been told by so many people that I need to share more intimate moments of my life online, but I want to save those — that part of me — for those who really know me. As far as consumption, the perfect amount is connection — not comparison.
You’ve spoken a bit about turning down investment opportunities which could have taken your business to a new level, and I think it’s important we hear more about your thinking on this. We’ve all watched the media glamorize hot start-ups with giant investments and super fast growth, only to watch so many of these businesses fall from spectacular heights. How has this landscape informed your approach to healthy growth for your business?
ND: I consulted for brands in the past and understood that there are certain compromises that you have to make if you take investment from the outset. I wanted LESSE to be uncompromising, from ingredients and product formulation speed to casting and content.
It would look different if we took investment now because our brand is established, we’ve already drawn our line in the sand — but why would we unless we had to? I’m so happy with where we are, and what we as a team have built. I don’t even compare what we do to VC-backed brands. Our entire strategy is different; I’m with LESSE for the long haul, and have every intention of running it for decades to come. If you’re taking investment, you’re likely just rushing to grow as quickly as possible to then sell your company.
“I don’t even compare what we do to VC-backed brands. Our entire strategy is different; I’m with LESSE for the long haul, and have every intention of running it for decades to come.”
I read a great book recently called Small Giants: Companies That Choose to Be Great Instead of Big. The author talks about how a lot of business owners end up going through a major crisis — like bankruptcy or a bad merger — before realizing that aggressive growth was never what they wanted. They failed to see any other options because the culture was screaming “bigger is better!” When you think about your conversations with friends, the articles you’re reading, posts you’re seeing on social, do you get the sense that our culture’s message is changing?
ND: I’m not sure the message is changing, though I’m hopeful it will — but I do believe some people are beginning to see beyond the veil.
What I do see are communities of people who are holding brands accountable, doing the research and asking difficult questions; then making a choice as to whether that company aligns with their values. I believe that’s really the most important shift we’re seeing, and is something completely separate to the question of funding.
There are obviously benefits and drawbacks no matter what choice one makes when it comes to funding. Can you talk about what those are for you?
ND: The key benefit of being self-funded is that you make the decisions you believe in and, as a woman of mixed heritage, I do believe many of the decisions I make are rare within this industry. The challenges are innumerable and constant. When you believe in something, you want to make everything happen at once — but we don’t have that ability and have to constantly prioritize what we invest our time and finances in.
As a forward-facing founder with an online presence of your own, you’re a spokesperson, and in some ways even a face for your brand. How do you approach this relationship? For example I noticed on the LESSE Instagram it doesn’t say “founded by @neadadeters” — which is common practice nowadays.
ND: I wanted LESSE to stand on its own and be loved for what it is — separate to me and my presence online. Now, as we’re growing, I want LESSE to have a more intimate relationship with our community and I do think part of that is sharing my personal story of why I decided to create the brand and this new way of thinking about skin care. I suppose it is a constant evolution as one tries to weigh what might be of the greatest support to our community, and that’s our complete focus.
In the 2010s we saw one very specific depiction of women in business over and over — this self-actualized “girl boss” who’s got it all figured out and is ready to hand out her keys to success. Do you think we’re living in a post-Girl Boss era, or do you still see these depictions of perfection and “having it all” being played out?
ND: In the greater public arena which is online, I don’t think we are — we’re still living in a world that demands and rewards perfection. But on a more intimate level, with my friends and fellow founders, people are open about the challenges and that is something I hadn’t seen in any respect until more recently. So the tide is moving in a more honest direction.
Looking forward to the next ten years of stories about women in business, what do you hope to see?
ND: I hope we reach a place where women hold close to half of all leadership roles, and stories about women in business are no longer an anomaly but hard hitting profiles of companies that happen to be led by women. Whatever strides have been made in recent decades for the representation of women, it’s only an inch of the mile we have to go.
“I think it’s incredible to see the shift away from people conflating their self-worth with their productivity — but I don’t want to lie and say you can start a self-funded business without working more than you believe you’re capable of.”
We’ve seen a real challenge to this “hustle culture” mentality in the last few years — the pandemic seemed to reshape almost everyone’s relationship to work and productivity. Where did you land on this spectrum?
ND: I work constantly, and it’s almost impossible for me to find balance or slow down from that without LESSE dismantling. I think it’s incredible to see the shift away from people conflating their self-worth with their productivity — but I don’t want to lie and say you can start a self-funded business without working more than you believe you’re capable of.
Okay, final question. What do you think women on the internet would benefit from seeing less of?
ND: It disturbs me how diet culture continues to pervade social media in the most subtle ways, and I would love to see every ‘what I eat in a day’ video wiped from the Internet — along with filters.