Slow, By Design

Being a founder means wearing many hats. Some days it feels like all of them at once.
There is constant pressure to keep up with the next social platform, the next affiliate program, the next idea that promises growth. I do pay attention to these things and I think it is important to. But more and more, I’ve been learning over the last ten years of building Leland Francis that my focus belongs on slow luxury.

That mindset has guided some difficult decisions. When our melting balm began experiencing returns due to oil leakage in warmer temperatures, I chose not to produce it again until we could find a solution that did not involve plastic. It would have been easy to move fast, to choose a quick fix, to keep it on the shelf. Instead, I decided to pause. For me, standing by what I believe in matters more than responding to urgency.

To this day, every fragrance that is sold is personally mixed, macerated, filtered, filled, labeled, and boxed by my own hands. There are no machines. Just simple, repetitive work and quiet attention. Occasionally, a label may sit slightly off. I see that not as a flaw, but as proof that each piece has passed through human hands.

Alongside building Leland Francis, I remain a working makeup artist, moving between celebrity and editorial work. That practice keeps me close to skin, to texture, to how things actually feel and wear in the real world. It informs everything I make, from formulation to finish, and reminds me daily that luxury should feel lived-in, not precious.

This past year has been one of quiet progress. We have seen growth across both retail and direct-to-consumer, while also spending time developing what comes next. Much of that work has happened behind the scenes, slowly and intentionally. Not chasing trends, but trusting our point of view and allowing ideas to take shape in their own time.

I’m learning that slow does not mean standing still. It means being deliberate. It means choosing integrity over speed and building something that feels considered, lasting, and true.

Thank you for being here and growing with us.

Dillon