This article explores how supporters of what we call the “less is more/ ecological lifestyle” preach the need to reduce consumption. Through the analysis of websites and online shops of the promoters of this lifestyle we find that, while they promote spirituality, minimalism, mindfulness, and environmental care, they paradoxically encourage consumers to buy new products in line with this lifestyle. Consequently, they produce what they supposedly combat. As a result, the less is more/ecological lifestyle, far from diminishing consumerism, encourages it.