10 questions and inspiration for women in business. Dewi van de Waeter

 Can you please introduce yourself

Hi there! My name is Dewi and I’m a Dutch 30-year old living in Utrecht with my boyfriend and 2 cats (Kip and Tofu). I’m also the founder of the lekker company (previously called lekkerineenpotje).

The Lekker Company is a plant-based deodorant brand and we try to be gentle disruptors of the cosmetic industry. We’re transparent about our ingredients, plastic free and vegan, but we’re also a bold and inclusive brand.

It’s a business that started at my kitchen table 6 years ago, and today you can find our deodorant in multiple stores across Europe.

What do you think helped you the most to make a career as a woman?

I grew up in a feminist family, I don’t know if my parents would call themselves feminists but they never gave me the idea that I could not do something because I was a girl. 

I’ve also been incredibly lucky to have my boyfriend and some friends as my personal cheerleaders when it comes to being a business owner. 

I know many people who start their own business are being told ‘it’s OK to quit, you can always get a job’ while I heard ‘Woo you can do it!’ and that really helped me get through the first years when I was barely making a living.

What’s the biggest factor that has helped you be successful?

In 2018 I entered a product pitch with the biggest supermarket chain in the Netherlands: the Albert Heijn. The jury granted me second place, and this meant my products deserved a spot on the shelves.

This was pretty insane, because at this moment I had an entire beauty line (lip balms, foot soaks, deodorant, body butter etc etc) and I made everything by hand with a few freelancers. It was literally a large table with mason jars and batter-bowls full of coconut oil. No way this was supermarket-ready. 

At this point I had to find an investor, a production-partner, and someone who could make my packaging. I had a huge (hairy) goal and a new deadline and that helped me to think bigger than ever before. This was now or never.

As a female leader, what has been the most significant barrier in your career?

Somewhere in my unconscious I still believe that you need to be a man in a suit to be a successful business person. I need to consciously challenge myself on this topic. 

Have you been confronted with gender-related roadblocks in your career?

When I bring my co-owner (a man, also a few years my senior) to a meeting, some clients or partners tend to direct their story towards him and not me. He always points this out when this happens and says ‘Dewi’s the owner, she’s the one you have to convince’. But it happens a lot less than I expected because I’m dealing with a reasonably progressive sector. 

What mistakes have you made along the way and what did you learn from them?

Thinking way too small and being afraid of the subject money. I also really had to learn that in every company (even the biggest ones) you’re just dealing with people. It’s not that scary.

What are some patterns you’ve noticed over the years about women at work, and things they could be doing better to advance their careers?

I generally notice that women say sorry a lot more. Also women tend to underestimate their own experience. We could benefit from a ‘fake it till you make it’ attitude, because it seems to be working for men.

Why do you think companies would benefit from having more women at the top?

It’s time to close the gap. Not just sexism, but also racism and other types of disrimination. We can all learn from each other.

What advice would you give to the next generation of female leaders?

Own it, enjoy it and take others up with you.

Do or did you have a woman leader as a mentor or are there specific women who inspired you and why?

I’m admiring a few women founders and CEO’s from a distance. For example: the founder(s) of Yoni, Magioni, the CEO of Albert Heijn and the Founder of Spandex.

You are undoubtedly busy, how do you take care of yourself and maintain a good mental health?

I have a healthy breakfast and then take a 20 minute walk to my office. I also only work 4 days a week. When my schedule allows it, I go for a bootcamp lesson twice a week.

Mentally sometimes I really need to tell myself ‘’It’s just deodorant, nobody is going to die.’’

How should women support other women in their organizations?

Start the day with a check-in. How’s everyone doing. And cheer for each other.