Meet Vacationer and Fragrance Founder Dillon Peña

July 17, 2025 Merryn Johns

Dillon Peña is a celebrity and editorial makeup artist and the founder of Leland Francis, a clean, gender-inclusive skincare and fragrance brand.

Raised on a farm in Western Oklahoma, Dillon Peña’s connection to nature and his great-grandfather, Leland Francis Towns, inspired the brand’s name and ethos. Dillon launched Leland Francis to fill the gap in plant-based, high-performance fragrance products (ranging from eau de parfum to serums, cleansers and candles). Today, the brand is known for its minimalist formulas, small-batch production, and commitment to sustainability. These divine-smelling products are built on the proviso that luxury starts with nature and sustainability is linked to quality. It is mandatory to be environmentally conscious and thoughtfully crafted. The brand emphasizes natural, clean ingredients, and is committed to producing vegan, cruelty-free items packaged in recycled and recyclable materials.

Inspired by makeup artist and founder Dillon Peña’s vision of combining artistry with wellness, Leland Francis takes a holistic approach to beauty. The brand draws from Dillon’s heritage and personal journey, with products that reflect a blend of timeless elegance and modern simplicity. Leland Francis products are crafted to enhance the everyday routines of individuals who value both efficacy and eco-consciousness, and who may be allergic to the synthetics of commercial fragrance brands. The brand’s commitment extends beyond its products, as it actively supports social initiatives, including production partnerships with facilities that aid recovering addicts. Leland Francis is more than just a beauty brand; it’s a lifestyle choice for those who seek a harmonious balance between luxury, sustainability, and self-care. We decided to find out more about the man behind the brand, Dillon Peña.

Describe where you call home currently and what you love about it.

Dillon Peña: I live in West Hollywood, and what I love most are the views of the mountains I catch on daily drives to set or when heading to the beach for dinner. There’s something grounding about that natural beauty in the middle of all the hustle. I also love how the people of WeHo and Los Angeles show up for one another, especially for those who aren’t like them. There’s a real sense of allyship and advocacy here, and that makes it feel like home.

How is it different to where you grew up? And would you recommend your birthplace to the curious traveler?

I grew up in Canute, Oklahoma, a small town with a current population around 400 and with more tractors than four-way stops. We didn’t even have stoplights. It’s the kind of place where everyone knows your name and your family’s story. It couldn’t be more different from West Hollywood or even New York, where I lived before. But I’d absolutely recommend it to the curious traveler. Western Oklahoma has this quiet beauty, vast plains, rolling hills, breathtaking sunsets, and warm, salt-of-the-earth people. The wide-open skies stay with you long after you leave.

Where have you recently traveled to for vacation or business and what were your favorite things there?

I just returned from the South of France, Saint-Rémy-de-Provence and Antibes. My partner and I were joined by 12 of our closest friends. Mornings were spent sightseeing, from wandering lavender fields to visiting the asylum where Van Gogh once stayed. Afternoons were slower, from naps to swimming in the pool with local rosé in hand, diving into the Mediterranean, dining at chateaux or under olive trees, and catching up with friends who joined from LA, Dallas, Oklahoma City and New York or friend from Paris came down and enjoyed an afternoon in the pool on his way to his summer place in Cannes. I probably ate my weight in fresh bread, butter, and tomatoes. The food in France is simple, seasonal, and full of intention. They still honor the art of farming. The way scent, food, and setting come together there is pure magic.

Can you tell us how travel or moving places has been part of your personal journey and heritage—as Latinx especially?

As a Latinx person, movement and migration are deeply woven into my story. I’ve lived in Western Oklahoma, Oklahoma City, Dallas, New York City, and now Los Angeles. My grandmother, Maria Peña, who inspired our La Reina fragrance, raised 14 children while working in nursing homes and her own restaurant. Her sense of home was wherever her family was. I carry that with me, though I probably see my chosen family more often than my immediate family these days. Travel, for me, is about connection and memory. I try to live like a local wherever I go, and I’m always dreaming of what’s next.

Why was it important for you to create the eau de parfum naturel brand Leland Francis?

As someone who travels with an EpiPen and is allergic to more things than I can count, I’ve always loved parfum and candles, but most of them gave me terrible headaches, and sometimes even hives. The fragrances were born out of a very personal desire: to be able to wear scent without sacrificing my health.

Leland Francis started as a skincare line, inspired by my work as a makeup artist. I’ve seen firsthand how products can either harm or enhance someone’s skin and confidence. From the beginning, the brand was rooted in ritual, a respect for nature, and self-expression. Fragrance felt like a natural evolution, but it had to be clean, beautiful, and evocative. Something that honored both where I come from and where I’m going. Making it natural without any synthetic ingredients wasn’t a trend, it was a necessity.

The Discovery Set is wonderful—perfect sizes for sampling or travel. So far, my favorites are El Santo, Picnic, and Dirt Roads. As an example, can you describe how you formulated Dirt Roads and what is the connection between scent, memory, and place?

Thank you! Dirt Roads was inspired by my childhood, specifically my grandfather’s barn, where he kept the tractors that worked the land. The scent is a blend of red dirt from the fields, sweat, gasoline, and the way the trees smelled after a storm. I can still picture watching thunderstorms roll in from miles away. Scent, memory, and place are inseparable for me, one whiff of Dirt Roads takes me right back to that barn, to a simpler time and a slower rhythm of life.

When you are at home, what is your connection to the local LGBTQ community?

When I first came out, I was scared. I was raised in the church and worried I might lose friends. Thankfully, I didn’t lose many, but the LGBTQ community accepted me, nourished me, and helped shape who I am today. In many ways, they became my church.

As a baby gay, Sundays meant gathering with friends for brunch, then somehow ending up on a dance floor by afternoon. That joy and connection never left me. Today, I try to stay rooted in the community, whether it’s donating to LGBTQ+ organizations, attending events, or simply showing up for my friends and chosen family. Leland Francis also partners with nonprofits during Pride and beyond, because visibility and advocacy matter all year long.

When you travel, is it important to you to stay in LGBTQ-friendly places and connect with community in your destination, or do you have a different attitude?

Yes, absolutely. I love Puerto Vallarta, and Mexico in general. In the Romantic Zone of PV, I feel safe and completely at ease. When I’m traveling somewhere new, I always make sure the hotel knows it’s Mr. and Mr. sharing a room. That way, if there’s any hesitation or bad vibes, I can pivot and book somewhere else.

Safety and belonging are important. I look for places where I can relax and be fully myself, and I always appreciate destinations that support and uplift the LGBTQ community. That said, I also think it’s meaningful to show up in places that may not always feel inclusive, to hold space, share stories, and create connection.

What is on your ‘bucket list’ for future places to explore and dream trips?

I’d love to explore South America, especially the Patagonia region and Brazil, as well as Central America. A road trip through Ireland and Scotland is high on the list, though I’ll admit the idea of driving on the other side of the road stresses me out a bit. Iceland is another dream, mostly for the sheer drama of the landscape. I’d love to see the cherry blossoms in Kyoto. And France, there’s still so much more to explore there. Maybe one day, I’ll even call it home.

What scent do you wear for different moods?

Lately, it’s been Picnic or Franklin for the evening, both have a warmth and depth that feel grounding after a long day. During the day, I reach for Pomelo Sensual or La Reina. They’re fresh, bright, and a little romantic, perfect for setting the tone, whether I’m heading to set or running around the city.