Launch Date: August 2015
Geography: Los Angeles, CA, US
Founder: Dillon Peña, Founder + CEO
Advisors:
2025 Full Year Projected Revenue: Under $2M
Primary Category: Skincare
Other Category: Fragrance
Funding: Self-Funded
Primary Distribution Channel: Independent Retailers
Other Distribution Channels:
Key Retail Partners: Hi, skin
2025 Projected Offline Distribution Points: 125
Leland Francis is a clean, gender-neutral brand offering skincare, fragrance, and home scents rooted in simplicity, performance, and inclusivity. Founded by celebrity makeup artist Dillon Peña, the line blends plant-based, cruelty-free ingredients with a focus on skin health and sensory experience. From nourishing skincare to signature fragrances and elevated home scents, each product is crafted to enhance daily rituals with minimalist luxury. Leland Francis champions sustainability, transparency, and products that work for all skin types, tones, and lifestyles. It’s thoughtful beauty and scent for modern living.
Insights: Dillon Peña, Founder + CEO
Why now and why you?
Why Now: People want clean, honest products that feel good and do good. We’re all paying more attention to what we put on our skin and bring into our homes. Leland Francis is about simple, high-performing essentials that fit into real life and feel like a little luxury every day.
Why Leland Francis: I created Leland Francis because I wanted products that work, look beautiful, and are made with intention. As a makeup artist, I saw what skin really needs. Leland Francis is clean, gender-neutral, and rooted in quality, from skincare to fragrance to home.
What fuels your competitive advantage?
What fuels our competitive advantage is intention. Every product is made with purpose, from the clean, high-performing ingredients to the minimal, elevated design. As a makeup artist, I know what works on real skin and what doesn’t. We do not follow trends. We create timeless essentials that are good for all people and all spaces. Our blend of skincare, fragrance, and home creates a full sensory experience that feels personal, not mass produced.
What are you most proud of accomplishing to date?
As someone who grew up in a single-parent home and experienced poverty, I’m most proud of creating something from the ground up that reflects who I am. Building Leland Francis into a brand that speaks to people and fits into their everyday lives means everything to me. Seeing our products in homes around the world and knowing they bring comfort, confidence, and care is the greatest accomplishment.
What is the one thing you wish someone had told you?
I wish someone had told me it wasn't easy. That I’d be working two jobs, juggling everything, and that the path isn’t linear. Setbacks are part of it. There’s no perfect timing and no perfect formula. You have to trust your vision, stay consistent, and get comfortable with the unknown. That’s what keeps you moving forward.
What would you tell your past self before starting this journey?
I think I would tell my past self that it’s okay to fail, it’s okay to make mistakes, and it’s okay to change direction when something isn’t working. I’d remind myself to be patient and trust the process. There will be highs and lows, but every step teaches you something. Don’t be afraid to take risks, ask for help, and stay true to your vision. Keep going, even when it’s hard, because it will be worth it.
What does success look like in the next 3-5 years?
Success in the next 3-5 years looks like continued growth without losing the heart of the brand. I want Leland Francis to be in more homes, on more shelves, and in more conversations, while staying true to our values of quality, inclusivity, and intention. That could mean growing our product line, expanding into new markets, and building a strong, loyal community. Financial growth is important, but so is cultural relevance and creating impact by showing that a brand can be both luxurious and grounded in purpose.
What's one industry trend that is overhyped, and what's being overlooked?
One industry trend that feels overhyped is overly complicated routines. There’s this idea that more steps mean better results, but that’s not always true. What’s being overlooked is simplicity. People are craving products that do more with less. It’s not about how much you use, it’s about how well it works.
How do you think the industry needs to evolve?
The industry needs to evolve by putting people and the planet first. Beauty has a serious waste and plastic issue that can’t be ignored. We need more transparency, more accountability, and less greenwashing. Brands should focus on real impact—clean ingredients, sustainable packaging, and ethical practices. It’s also time to celebrate all skin types, tones, and identities in a way that’s authentic, not performative. Beauty should be inclusive, honest, and rooted in care, not perfection.
If you could wave a magic wand, what one wish would you make for your business?
If I could wave a magic wand, I’d wish for the resources to scale without ever compromising our values. I’d want to grow Leland Francis into a global brand while staying true to what makes it special.
