Beauty Boss: Leah Garcia, Founder and CEO of NULASTIN
Leah Garcia.
Our latest Beauty Boss is Leah Garcia, Founder and CEO of NULASTIN—a microbiologist-developed skin and haircare line that offers scientifically backed, ethically-derived elastin replacement. After her own struggles with Bell’s Palsy and hair loss, Garcia created the elastin-based restoration line to improve the quality of life for others by helping to promote healthy skin and stronger, thicker, and more resilient hair.
Beauty Boss: Maxwell Stock, Founder and CEO of Epicutis
NULASTIN is the only lash, brow, and hair formula with Elastaplex® that delivers an effective, naturally-derived bioidentical human elastin protein that has been clinically proven to deliver results. Hand crafted in small batches in Colorado to ensure freshness and efficacy, NULASTIN products use naturally sourced and naturally-derived ingredients. Their formulas are free of top common allergy-causing preservatives and their products are free of parabens, lanolin, and are cruelty-free.
We chatted with Garcia who shared the inspiration behind the brand, secrets for success, beauty tips, and much more.
When was NULASTIN founded and what does the name mean?
NULASTIN was founded in January 2016, although the elastin technology research had been in development for over 25 years. NULASTIN the name itself is a play on words, “New-Elastin.” The name when associated with the brand reflects who we are, our identity, and embodies our voice and characteristics: Straight-forward (Trustworthy, Informed, Transparent), Empathetic (Intuitive, Thoughtful, Perceptive), Optimistic (Positive, Dynamic, Active).
What inspired the creation of the brand?
NULASTIN was born out of necessity. No other cosmetic brand was truly addressing this loss of elasticity. Elastin, the “beauty protein,” is found in the dermis of the skin and in the root system at the base of hair follicles. It serves to firmly anchor hair follicles to the dermis. Our bodies naturally produce elastin during our development in the womb until early adulthood. However, as we age, our skin loses its ability to properly make elastin.
On a personal level, I understood why an elastin collection was essential. At the age of 28, I experienced an unexpected and sudden onset of Bell's Palsy, a condition that causes weakness of the facial muscles, resulting in the paralysis of one side of the face. As a result, I had to deal with drooping skin, asymmetry, and a loss of elasticity. The doctors warned me that my condition would continue to deteriorate as I aged and the asymmetry would be a lifelong issue for me. This was quite discouraging for a young and ambitious woman.
It was during this challenging time that I made a decision to live my best life by traveling, studying wellness and pushing my limits. My sole focus became the science of performance, particularly how to use active ingredients to enhance performance. Eventually, I became a professional mountain bike racer, authored two fitness books, and inspired others as a spokesperson and award-winning television host.
On this journey, I discovered the power of biodesigned elastin. As a natural connector, I worked with pioneers in microbiology to introduce this revolutionary and transformative active cosmetic blend to market. My brand is female-founded and woman-owned. We are real people who have lived real lives and are driven by real results, and real responsibility. Our mission is to bring elastin regeneration to the world through NULASTIN® products for lashes, brows, hair, and skin.
NULASTIN is an elastin-based restoration line for skin and hair featuring naturally sourced and naturally derived ingredients.
Does NULASTIN have a hero product?
The HAIR category is our hero product. Specifically, the LASH and BROW Follicle Fortifying Serums and the HAIR Vibrant Scalp Treatment are not only our hero products, but our best sellers as well.
What are your favorite products from your brand?
This is such an unfair question. It’s like asking a mom to pick her favorite child. I love all my NULASTIN products and would seriously hyperventilate if any of them were taken away. If you must know what product “prolonged” my television career (by over a decade) it would be the Rejuvenating Facial Moisturizer with Elastaplex® Technology. Hi-Def Television does not lie. Daily use of elastin replenishment kept my skin dewy and camera-ready despite a hectic, demanding schedule and aging.
However, when stress got the best of me and I started losing my hair, it was the Scalp Treatment that became my “can’t live without” favorite. Women and long hair are beloved in television sideline reporting. Before NULASTIN HAIR, my bald spot was about to derail any opportunity I had to continue my career without a hair piece or a wig.
Where are your products sold?
Our current authorized sellers include our website, the NULASTIN Amazon store, Affiliates, Shop App, and select brick-and-mortar wholesalers. We are currently onboarding e-cosmetics and SalonCentric and will be available soon at those locations.
Future plans for the brand?
We have big plans for the brand! We set out to make a difference in people’s lives. We truly believe that when you take charge of your hair and skin health and set goals, it can positively impact many other aspects of your life. By feeling more confident and energized, you’ll be able to live your life to the fullest and spread positivity to those around you.
Strategically, we’re positioned for international expansion, additionally we have a strong focus on partnering with retailers who share our vision.
NULASTIN BROW Shape Altering Serum ($79) helps reduce shedding and loss while promoting stronger, shapely, and thicker-looking brows.
Who inspires you?
Winners inspire me. Not the kind of winner that always gets the trophy, the kind of person who bets on themself. I am inspired by individuals who have learned what it takes to face challenges and defeat, who then fight back. Winners don’t quit. That doesn’t just inspire me, it fires me up!
Secret to success?
As cliché as it sounds, there is no secret to success. It’s perseverance and determination. Every once in a while, we catch a break and find ourselves in the right place at the right time. Mostly, it’s calculated risks and capitalizing on opportunities. I’m a former professional athlete (mountain bike racer), who was particularly successful climbing hills. To stay at the top, you have to play to your strengths and stay true to who you are and what you believe. There will always be competition (and sometimes cheaters), who try to derail your efforts. Just remember, the cream rises to the top and there are no shortcuts.
Beauty secrets?
Once upon a time I would have said, “Pick your parents well.” Meaning, there’s not much you can do to enhance genetics. Nowadays, that’s not the case. Beauty secrets have become science secrets. NULASTIN is a perfect example of how you can challenge mother nature using a synergistic blend of ingredients and biodesigned proteins specifically engineered to support the body’s natural metabolic processes to replenish elastin. We can dramatically enhance our lashes, brows, hair and skin naturally with a daily topical application of serum. How cool is that?
Of course, the real beauty secret of being beautiful starts internally. Be a good person, be kind to others, do good things, do right by others. And laugh as much as possible. Actually, now that I think about it. Maybe we should all stop using eye cream, so we develop more laugh lines, could this visually create an energy of happiness around the world?
Wellness tips?
Be intentional with wellness. Learn what your body, mind and soul need and do more of that. The typical rules apply, drink water, eat well, stay physically active. For me, wellness is in nature. I love the beach, the mountains, and the open sky. Nature has a way of reenergizing my body and grounding me. I completely unplug. No phone texting and no headset. I love music and I love running to tunes, but it doesn’t serve me well if I don’t protect my quiet time, which is thinking time, which equates to problem solving, idea creation, visualization, and dreaming.
Best advice?
Consistency is key.
Favorite way to relax?
I’m not a very good “relaxer” these days. I’m in scale-my-business mode, so my mind is constantly focused on the task at hand. I enjoy a glass of wine and a movie to unwind. True relaxation happens when I’m on holiday—sailing, riding my bike, traveling to new places, and experiencing culture.
For more information about NULASTIN, visit their website and follow on Instagram: @nulastin
[Images courtesy of NULASTIN]
Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk