As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Deborah Terkely.
Deborah Terkely is the founder of L’ada Soaps & Scents, a family-owned business based in Narre Warren, Melbourne, with over 25 years of soap-making experience spanning three generations. What began as a family passion for natural, handmade soaps turned into a mission after Deborah’s personal battle with thyroid cancer in 2022. Following surgery, she developed the brand’s breakthrough Skin Therapy serum, which helped heal her own 13cm scar and quickly became their most in-demand product.
Dedicated to harnessing the power of natural oils, butters, and clays, Deborah ensures every product is handcrafted with love, free from harsh chemicals, and suitable for all skin types — especially sensitive skin. Today, she is passionate about making high-quality, low-tox skincare more widely accessible, empowering individuals to feel confident and cared for in their daily rituals.
In this interview, she discusses her entrepreneurial evolution, from early struggles to the achievements that shaped her online business success.
What inspired you to start your business, and what problem were you passionate about solving?
Our family was already making natural soap for us all to use, but it was when a friend of. Mine whose kids both had severe eczema, and the Dr was prescribing steroid creams and they were using sensitive body wash, but it wasn’t working, was when I gave her a few of our natural soap bars and she noticed the difference in her kids skin in a week. We then thought, well if we could help your kids, how many others out there could we help?!!
How has your business evolved since its launch, and what key decisions helped drive that growth?
Our business is completely different to when we started. In the beginning we were making the pretty candles and diffusers as well as body soaps, but then we decided to focus on our strengths which was making beautiful soaps. We have listened to what our customers have asked for in products and included them in our range. The biggest growth has been when we introduced our Skin Therapy serum after my own battle with cancer leaving me with a massive 13cm scar. This serum helped to heal my scar and then when our customers demanded it we made it available and it’s our biggest selling product.
In your view, what truly sets your brand apart in today’s competitive market?
The fact that we are genuine in our care for the products we make and all of our customers. They all matter to us, and creating that connection is so important. At markets there are conversations being had, almost like catching up with a friend. All order shipped have a nice hand written note to show gratitude. Buying from a small business is very different to buying from a company that doesn’t care about you.
What has been your most effective marketing strategy to date, and why do you think it worked so well?
Definitely being transparent and vulnerable in our stories and marketing. Customers know who I am. Sharing openly about my battle with cancer and then the surgery and recovery has helped people forge a connection and our customers seeing and knowing me as a brand is very important and I think is what has helped us to become so busy and in demand.
How do you stay connected to your ideal audience and understand their needs or behaviors?
This is soooo important! Understanding what they want, what are their pain points, what problems do they have that need to be solved.
We stay connected by Instagram and FB stories, as well as on LinkedIn and our own newsletter emails. We also talk a lot with our customers at markets where they give us first hand feedback, it’s important to establish those relationships with our customers as well as stockists
What’s one branding move or campaign that helped elevate your business to the next level?
Definitely our Skin Therapy campaign. That campaign was all about sharing my vulnerability and showing that I was just like everyone else, that being real and raw created that connection with many. Some kept in touch to check on me, others became very vocal about their love for our Skin Therapy. We didn’t do any paid marketing, it was all organic reach. Word of mouth also became very common for this product, people kept talking about it, telling their friends, and when a surgery was planned they would come to us and be prepared with our serum.
What does success look like for you, not just in numbers, but in purpose or impact?
Success for me looks like being on more store shelves around the country. Being the brand name when someone thinks of a scar serum or natural laundry products. Success means that people want our products and they tell their friends about us. It’s not about making all the money, it’s about genuinely caring about people and the products they use on their skin.
How do you personally define success, beyond revenue and growth metrics?
Success to me means financial freedom to do the things or have the things that bring me joy. That means taking my kids on adventures or going for a massage for self care for myself. Success means that people are loving our products and that they are important and mean something to people.
Can you share a challenge or setback that ultimately became a turning point for your brand?
Absolutely 100% being diagnosed with thyroid cancer was a MAJOR setback. It was not something that I expected or anticipated as I was well before I was diagnosed. It showed me how important and valuable life is and doing all the things that bring me joy and make me happy. Being around those who you love. This was a huge turning point in my business because it showed me that I need to look after myself as much as I look after my customers!
What daily habits or rituals keep you focused, creative, and grounded as a leader?
Exercising keeps me mentally strong and focused. Keeping my body strong is very important. Journaling and surrounding myself with like minded people to help me grow as a person as well as in my business. Remembering each day that the reason I do this is for my kids! Showing them what hard work and determination, believing in yourself can bring you greatness.
How do you approach innovation and risk in your business strategy?
There is always risk in business. Not just when introducing new products! I believe when we listen to what our customers want, doing the proper research and creating a product that will help solve their problem it will fall into place. You need to allow for the risk, trial and error, but its’ all part of running a business
What advice would you give to someone starting a business in today’s fast-changing digital world?
If you are passionate about your brand and you believe in it then do it. Always be willing to be open to learning from others and it’s not a competition. We are all at different stages and surround yourself with people who cheer you on and support you. Learn from social media, show up and show what you are about, and the right people will find you. Use social media to your advantage and just keep learning
Where can our audience connect with you and learn more about your work or offerings?
You can visit our website and follow us on Facebook and Instagram.
