What does it mean to build a business without chasing growth? For Sundra Essien, founder of Copenhagen-based hair- and body-care company Isangs, the answer lies in redefining the meaning of success. Her shop runs on principles of degrowth: no advertising, no plans to scale up and physical limits built into production. Instead of expansion, she prizes relationships, craft and impact.

Benjamin Dane: The idea of degrowth sounds appealing in theory, but how does it work in practice?

Sundra Essien: That’s the question, right? I’ve had this conversation for years. The response is always the same: nice idea, doesn’t work. So, part of this is just my stubborn way of saying—Well, I’ll show you. And really, it’s not that radical. Most of human history has been slow-growth or no-growth: local bakers, cobblers, small shops that never franchise. Degrowth for me is simply designing limits into the business—working at a scale that is sustainable, not chasing expansion for its own sake.

BD: How did your background shape the choice to start Isangs on these principles?