NULASTIN's Elastin Science Challenges Collagen's Reign in Beauty Tech

BOULDER, CO – August 04, 2026 – In a strategic move to amplify its scientific message, biotech beauty company NULASTIN® has named Hannah Cranston Media (HCM) as its public relations agency of record. The partnership signals a new offensive in the brand's mission to shift the beauty industry’s long-standing obsession with collagen toward what it argues is the unsung hero of resilience and flexibility: elastin.

Founded in 2016, NULASTIN has carved out a niche in the crowded anti-aging market by focusing its research and product development on elastin replenishment for hair, lashes, brows, and skin. The company’s new alliance with HCM, a firm known for elevating mission-driven brands, is designed to take NULASTIN’s science-backed narrative from the lab to a mainstream audience, challenging decades of industry dogma.

The Science of Resilience: Elastin's Bid for the Spotlight

For years, collagen has been the undisputed star of the healthy aging conversation, promoted in countless serums, powders, and supplements as the key to youthful skin. It provides the structural framework, the scaffolding that gives skin its strength. However, NULASTIN argues that the industry has overlooked a critical component of the equation. Elastin, a protein approximately 1,000 times more flexible than collagen, is what gives tissues their ability to stretch and snap back into shape. As natural elastin production declines with age, skin loses firmness and hair follicles can weaken, leading to increased shedding.

NULASTIN’s entire portfolio is built around supporting the body's natural elastin production, a process called elastogenesis. Its proprietary Elastaplex® Technology combines tropoelastin—the precursor to elastin—with signal peptides and biodesigned proteins. According to the company, this formulation works to fortify hair follicles at the root and restore elastic properties to the skin. The company’s Chief Scientific Officer, Dr. Felipe Jimenez, has emphasized that elastin is crucial for anchoring hair follicles within the dermis, and its degradation is a direct contributor to premature hair loss.

This scientific focus is backed by a formidable intellectual property portfolio, with 31 U.S. and international patents covering its technologies, including Elastaplex®, the Regenatez® Peptide, and the Forticelle® Antioxidant Complex. This patent wall differentiates NULASTIN from brands making more generalized anti-aging claims. The approach appears to be tapping into a growing market; the global elastin market was valued at $1.62 billion in 2025 and is projected to climb to $2.68 billion by 2033, reflecting a rising consumer and industry interest in products that deliver tangible improvements in skin resilience and hair health.

From Athlete to Innovator: The Vision Behind NULASTIN

The driving force behind this scientific mission is founder and CEO Leah Garcia, whose journey to biotech entrepreneurship is as unconventional as her company's focus. A former professional rodeo and mountain bike champion, Garcia’s life as an elite athlete instilled a deep-seated belief in performance and results—an ethos that directly translates to her brand’s “performance-based beauty” promise.

Garcia’s motivation wasn’t just competitive; it was deeply personal. A diagnosis of Bell's Palsy at 28, which caused facial muscle weakness, and later experiences with hair loss, spurred her to seek solutions beyond the conventional. Dissatisfied with the options available, she partnered with microbiologists specializing in tissue regeneration to explore the science of elastin. NULASTIN was born from her conviction that these scientific discoveries should be accessible to everyone.

“A woman dealing with hair loss deserves better than fear-based marketing and a hopeful guess. That is the reason NULASTIN exists,” Garcia stated in the press release announcing the new partnership. Her vision extends beyond cosmetics, positioning NULASTIN as a women's health company providing rigorous solutions for concerns often tied to life stages like menopause. “This is the chapter where our science needs to reach past the beauty aisle,” she added, underscoring the brand’s ambition to establish elastin as a foundational pillar in the broader understanding of aging.

Redefining Reach: AI-Powered PR Enters the Beauty Arena

To carry this complex scientific story to a wider audience, NULASTIN has enlisted Hannah Cranston Media, an agency that specializes in amplifying founder-led, mission-driven companies. The partnership is a case study in the evolution of public relations, where traditional media outreach is now augmented by sophisticated digital strategy.

HCM will deploy its proprietary Generative Engine Optimization (GEO) framework to enhance NULASTIN’s discoverability across AI-powered search platforms. This is a critical strategy, as consumers, particularly women, increasingly turn to AI chatbots and advanced search engines to research complex health topics like hair thinning and hormonal changes. The GEO framework is designed to ensure that when a potential customer asks an AI for solutions, NULASTIN’s science-backed products are part of the answer.

This forward-thinking approach to discoverability is what modern brands with complex stories need. “Hair is never only about hair. It carries a woman's sense of herself, and we are honored to help NULASTIN tell that story,” said Hannah Cranston, CEO and Founder of HCM. “Leah has the science, the patents, and the conviction, and our job is to make sure that reaches the woman searching for answers -- wherever she's looking for them.”

While the company has garnered a loyal following, with many online testimonials praising significant improvements in lash length, brow fullness, and hair strength, it also faces the challenges of a premium market. Consumer reviews often note the high price point as a barrier, and as with any cosmetic product, results can vary. Yet, the consistent narrative from satisfied customers is that the elastin-focused formulas delivered results where other products failed, suggesting its unique scientific approach is resonating with those seeking tangible outcomes.