This profile is part of the Glossy Pop Guide to Influencer-Founded Brands, covering the fashion, beauty and wellness companies started by people who built their careers on social media. More from the series →
When Neada Deters picked up a camera, she had no influencer strategy in mind. Inspired by her great-grandfather’s love for photography, she would take pictures of moments in nature and in fashion. Her following soon began to grow based on her photos of media and fashion week events. In 2018, Deters created her skin-care brand, Lesse. Lesse is centered on organic formulas, simplified skin-care rituals and sustainability. Because she had never felt represented by the beauty industry, Deters also wanted her brand to challenge traditional beauty ideals. Its products are made from uncompromising natural ingredients and housed in recycled packaging.
Who: Neada Deters (Lesse)
Platform: Instagram
What are you known for & how did you get your start?
I’ve never had a strategy behind my personal account, I just love taking photos — something I inherited from my great-grandfather who collected cameras. People who I didn’t personally know started following me when I was working in media and sharing images from fashion week and behind the scenes of photoshoots. It has slowly but organically grown from there.
What’s the brand: Skin care
Find it: Lesseofficial.com
Ad position: web_incontent_pos1
Why did you decide to bring a brand into this crowded marketplace?
As a former editor, I wanted to create a brand unique in its proposition and values. I knew how unnecessarily wasteful the industry can be — often with three or four products, when there could be one, or diluted formulas to encourage you to replenish more frequently. Skin experts will tell you that applying less is better for your skin, and of course, it’s so much better for the planet if we can rethink our approach and use less.
What makes the brand different?
We cultivate many of our own botanicals. It ensures a higher level of quality and efficacy, while reducing our footprint and allowing us to maintain the health of the soil through organic growing practices. While every other skin-care brand out there is asking their customers to buy more, we’re asking our community to use less.
Fun fact: We plant a tree for every bottle of our Regeneration Mist sold, which helps regenerate the soil.
Best seller: Ritual Serum
To read the rest of The Glossy Pop guide to influencer-founded brands, click here.
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