A Note From Dillon Peña: Reintroducing Myself

Before the makeup, the photo shoots, and the brand, there was a dream

Hi, I’m Dillon Peña, founder of Leland Francis and a makeup artist.

I grew up in Canute, a small rural community in western Oklahoma. My family lived in poverty, often relying on food stamps and the generosity of my grandparents to get by. In high school art class, I discovered I loved to paint, and my art teacher, Mrs. Lankford, helped to guide and nourish that gift.

But it was something a classmate said to me that I’ll always remember. One day we were discussing our futures, whether we’d stay in our small town of about 300 people. That person told me I’d never amount to anything. They said people from Canute never succeed and always end up coming back. Never mind that our tiny high school had already produced both an Oklahoma State Governor and a State Representative. Still, those words stuck with me. And if anything, they lit a fire in me to prove them wrong.

After high school, I couldn’t wait to leave. I visited my aunt and uncle in Dover, Delaware and, a few years later, in Upstate New York. On one of those trips, they took me to New York City for the first time. I remember standing at the top of the World Trade Center, looking out over the city, and feeling something click. I also remember when my uncle ordered a pie with the biggest slices I had ever seen—it was the best pizza I’d ever tasted. I didn’t know what it would take, but I knew I had to find a way to live there.

The truth was, I was young, naive, and broke. But I knew if I didn’t take chances, I would be stuck in Oklahoma. I had no clear path after high school until, by chance, I met Alex Kelly, the owner of The Makeup Bar in Oklahoma City. I didn’t know how to apply makeup, but she gave me a job. I still remember the first time I tried to do a smoky eye and ended up handing the client a bottle of cleanser and telling her to wash it off. But I kept at it and got better. Eighteen months later, I moved to Dallas to work the Bobbi Brown Cosmetics counter at Neiman Marcus.

Then came the opportunity I had been waiting for. I moved to New York City, started working at Bloomingdale’s on 59th Street, and eventually found myself working alongside one of the greats, Bobbi Brown herself. Since then, I’ve spent nearly two decades on set, backstage, and behind the camera with some of the most talented people in the world.

Over time, I built a reputation for glowing, skin-like makeup that feels effortless and real. I believe beauty should enhance who you already are, not hide it. I’ve been fortunate to work with publications like Vogue, ELLE, and many others, and with incredible artists including my first client Bebe Rexha, along with Beyoncé, Mariah Carey, Nick Jonas, Paloma Elsesser, Ava Max, Kid Laroi, and Paul Reiser.

That experience inspired me to create Leland Francis, a line of vegan, clean, performance-driven skincare and fragrance essentials designed to nourish and protect the skin while elevating daily rituals.

Today, Leland Francis has grown from a single serum into a full collection of skincare and scent essentials. Our products have been featured in numerous publications, but more importantly, they’ve become a part of people’s daily routines.

Whether you’re new here or have been following along since the early days, I’m so glad you’re part of this journey. I look forward to sharing more personal stories, behind-the-scenes moments, and product insights with you.

With gratitude,
Dillon Peña
Founder, Leland Francis