Neada Deters On A Less is More Approach to Beauty
We recently caught up with Neada Deters, friend of Self Practice and founder of LESSE, to talk about the intersect of beauty, inclusivity and sustainability — and what to expect from the future of LESSE.
What are the foundations and fundamentals of beauty, through your eyes?
Curiosity, compassion, the absence of judgement.
How does the notion of total well-being inform your approach to skincare?
Being well is connected to our physical and mental health. And, for me, it's also connected to how well we treat the world and those around us. My approach to skincare is defined by a less is more approach. When we minimize the products we use, it allows our skin to heal and find balance— rather than stripping and sensitizing, which is a common result of an extended regime. A simplified take on skincare also alleviates the pressure for perfection, providing mental space to enjoy the process of caring for our skin. It also reduces waste and our impact on the Earth. Even better when we use products that are sustainably created and multi-use! I use our LESSE Ritual Serum also as an eye oil, lip oil, makeup remover, and combed through hair on humid days.
How do you think your Art History knowledge has influenced your shaping of LESSE?
This is such a big question for us— art really informs who we are as a company in every micro and macro aspect. But my degree in Art History has really shaped the way we think about the experience of skincare. Our motto— or tagline for lack of a better word —is Ritual, Not Routine. This is at the heart of LESSE and derives from the rituals practiced and documents in many modes and mediums of art, and the slow and impactful process of experiencing art.
We are also heavily influenced by the work of minimalist artists, such as Judd, and their approach to creation and conceptual innovation.
Where do you find inspiration, today? How do you stay inspired?
In nature, books and through friends. I'm immensely inspired by the people in my life and their way of thinking, seeing, living.
How do you hope to see the beauty industry change?
It's a flawed paradigm, built on one dimension of beauty— and also extremely detrimental to the planet. I hope we'll see greater representation, sustainable innovation and practices across the board, and a higher standard of integrity.
What's your fundamental approach to formulating a new product
When I begin to think through a potential new product, I always run through these questions in-depth: is this essential, could we create a more effective and more sustainable version than what exists out there, is it a product that everyone can use, and can we package it sustainably?
Do you have a favourite LESSE product?
It's almost impossible to choose— but it has to be our Ritual Serum. It is the product that transformed my skin and inspired the beginnings of LESSE. I went from chronic cystic acne and extremely sensitized skin to never wearing makeup. It sounds trite, but I really can't live without it. I always travel with two bottles.
What can we hope to see from LESSE in the future?
We have been working on so many sustainable initiatives in the works— beginning to grow many of our own ingredients last year was the first huge undertaking. Now, we're working on some more out of the box approaches and the eventual goal of carbon neutrality by 2024. We also have a new essential launching in a few months. It's been in development for three years, and it feels almost surreal that we're finally approaching launch with it. Our focus has always been on slow and sustainable growth, but we have big dreams. I'm hopeful we can balance both.
24 - 07 - 20