Meet NCLA's CEO and Co-Founder

Elin Dannerstedt started her career in fashion after graduating from FIDM. After working her way up in the industry, she decided to start her own company and found where her true passion lied.







Q: What's your biggest inspiration behind NCLA?

A: NCLA started in Downtown LA, the same place I started my career, where I had my first apartment, and where I started getting inspired by all things LA. Every product, every collection, is not only inspired by LA, but by places I've seen and the people I've met. Catwalk Queen will make you feel different than Bel Air Trophy Wife, and that's exactly the point.


Q: What are 3 beauty products you cannot leave the house without?

A: Matte pink lipstick. Black Liquid Eyeliner. NCLA's So Rich Cuticle Oil, simply the best nail treatment.


Q. What are 3 words that come to mind when you think of the NCLA girl (or boy!)?

A: Cool. Chic. Fearless.


Q: Favorite place in LA?

A: Every Monday I go to the Los Angeles Flower Mart to get flowers for the office and my house. There's something about the hustle and bustle of the wholesale flower district that makes me so excited to start the week. It's the best flowers for the best prices!


Q: What's your daily makeup routine?

A: I'd like to pretend I can glam up every day, but on top of jeans and a t-shirt I actually keep it pretty simple during the day. A little foundation, blush, and my classic cat-eye, and I'm good to go. I love coming home and playing with makeup, and that's where I really have fun with it, whether or not I have somewhere to go.


Q: What's your favorite NCLA product to date?

A: Bianca in gel color and lacquer. I don't feel myself without a fresh vampy manicure.


Q: What's your favorite part about developing a new product?

 A: I'd say the best part is getting the first samples. We all spend months designing colors and logos, thinking of names, and creating the formulas. To have the final product in hand that I'm finally happy with, that's the best part!


Q: What's your dream collaboration?

 A: We've been lucky enough to work with our favorite character, Hello Kitty. Our favorite pop culture icon, Beyonce. Our favorite blogger, Sivan Ayla. Every collaboration we do has to be an extension or fantasy of our brand. What better girl to emulate the ultimate NCLA spirit, than Barbie? That would be my absolute dream! 


Q: What message do you want your customers to feel when buying/wearing your products?

 A: I believe that looking good and feeling good go hand in hand. In addition to looking good, the products you wear should reflect your personality. I want my customer to feel sure of herself when wearing the bright pink She's Overboard & Self Assured. I want her to feel powerful when wearing a deep red like Rodeo Drive Royalty, and light hearted when she's wearing a light pink like Like... Totally Valley Girl. Every color, every name, is not just supposed to make you look good, but feel good :)