ESTAS beauty

Project Elevate Partner / ESTAS BEAUTY: Alejandra + Cristina Beltran

At age 24, Cristina Beltran faced a 7% survival rate after experiencing sudden cardiac arrest, leading to the need for open heart triple bypass surgery. Years later, inspired by her own experience, she embarked on a quest to find a luxury scar cream for a friend, Alejandra Thompson, who had recently undergone a C-section. Frustrated by the lack of suitable products, she delved into research and conversations with experts, eventually deciding that in order to find perfect skincare solution, she’d have to create her own.

Introducing ESTAS Beauty:

ESTAS Beauty is a fragrance-free luxury scar repair cream modeled after a traditional skincare routine, produced in New Jersey.

‘Unhide Normal’

Challenge: Cast as imperfections that must be hidden and erased, scars are judged by the same stigmas that impact body acceptance and vulnerability. 

The challenge becomes differentiating ESTAS as a product whose intent is not to uphold the stigmas and erase scars, but empower women to perceive them differently.

Strategy: ESTAS embraces imperfect as perfect.

Thanks to the Team:  Janie Penney, Jonah Biblowitz, JJ Tanaka, Sonja Malic, Sonny Sirivongy, Cindy Rodriguez, Jill Crawford, Casey Warendorf, Julio Jaquez, Giovanna Lambroia