Meet Elicia Nademin

We were lucky to catch up with Elicia Nademin recently and have shared our conversation below.

Hi Elicia, thanks for joining us today. Parents play a huge role in our development as youngsters and sometimes that impact follows us into adulthood and into our lives and careers. Looking back, what’s something you think you parents did right?

Pivot…this is what my parents did right. My father left Iran in his youth to start a life in a country he’d never been to. He put himself through school by working as a valet. Many years and 2 marriages later, he moved my mother from Iran to the US and together they welcomed me into the world. My mother, previously a teacher in Iran and specialized in grammar and languages, spoke no English and started again from the ground up, working as a cosmetologist/hairstylist over the coming years so she could contribute to their retirement and to comforts in my life. Along the way, my father invested in himself and in our family as a Civil Engineer working with the Department of Public Works. For fun, he did architecture. He built my mother’s master bedroom, attached to my childhood home. That room was nearly as big as the rest of the house. He built models of homes he hopes to move us into one day…before life’s next pivots led us astray. He went through forced layoffs in DC and reluctantly took early retirement many years before he was ready, so I remember my then nearly 70-year-old father starting to study for the bar exam thinking he might pursue law. Meanwhile, he drew up plans in consideration of moving our family to Costa Rica to “live like kings” he would say…while simultaneously looking into how to develop a greenhouse for hydroponic tomatoes. I’m frankly still not sure I know what one looks or tastes like, but the thought of one brings back memories of my visionary father. Oh yes, and somewhere between his early career and when he met my father, he also ran a farm with his ex-wife. My father did not pursue the tomatoes or legal practice as he weighed the long-term pros/cons of these adventures and decided at his age they weren’t time well-invested. Instead, he pursued a real estate license and enjoyed that for a while. He dabbled in property management, and in his final post-retirement career, my father opened a carpet store that basically served as his retail warehouse while he served contracts for carpet installation for the Department of the Army in Fort Lee, Virginia.

Where am I going with all of this? My being a visionary is no coincidence. I watched my parents pivot into foreign territories (literally and figuratively) my whole life. I also learned that anything we touch turns to gold. I don’t mean that to sound arrogant but rather to say when you believe in yourself as the vehicle for change and success, and when you invest in learning what is needed to be successful, you will always win.

I’m a Psychologist. I’ve always aspired to be a Psychologist. I love what I do. I love giving back by way of charity and investing time and resources back into the community. In 2016, I decided to do something ‘scared.’ I enrolled as a Consultant for Rodan + Fields Skincare. I had zero business in this business! I didn’t know skincare, I barely washed my face with soap, I knew nothing of sales (nor did I want to), so what drove me to sign up? Fear. Fear of the unknown. Fear of being judged. Fear of not being in control. Fear of rejection. So I did what I’d advise any patient to do — I confronted my fear. I pulled a move out of my father’s playbook and said, “OK, sure, sign me up to be a skincare consultant, why not?” Because just like him, I believe in myself as the ingredient needed for success and I’ve chosen to invest in myself from that day forward.

Because of that decision to step out of my comfort zone, I stand taller today. I am more confident today. I have (way) better, healthier skin today. I have more friends and far healthier relationships today. I have leadership and business development skills that I didn’t have before R+F. Because of that decision, I LOVE strangers today. I built my business on the generosity, support, and belief of strangers. That belief gave me the motivation to publish a book in 2019, Don’t Be A Stranger: Creating Connections & Memorable First Impressions in Everyday Life. That book, released just before the world shut down, and the virtual business tools I already knew well thanks to my R+F business, gave me material and skills to share online to help creatively connect people during one of the loneliest times in history.

Never underestimate the far-reaching impact of any one decision you might make. It might just change your life or that of many after you. Getting to know my father and the grit my mother showed in standing by his side changed not only my little life and the lives of so many I have known in my short existence.

Always believe in yourself. Where you place your time and money shows what you value most. Make sure you are investing in yourself, and always dream bigger! Be open to the possibility that your future may be amazing beyond your wildest imagination…welcome curiosity, be open to surprise, be willing to trust that accidents are not a thing. Every moment, every opportunity can change your life…if you let it. Take it from me!

Elicia, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I’m a Psychologist, Author, and Rodan + Fields Independent Consultant/Business Owner, and love anything involving personal and professional development. I was licensed as a psychologist in 2009, board-certified in Behavioral and Cognitive Psychology in 2014, and started my skincare business in late 2016. Full-time, I serve the mental health needs of veterans; I advocate for those who may feel silenced. I lecture annually on behavioral medicine and professionalism. I serve in leadership positions in my field and in contribute to standard-setting in my professional communities. In my free time, I love volunteering and hosting events (in person and virtually) in creating space for others to connect intentionally and meaningfully with others.

Skincare happened largely by accident. What started as a want to support another woman in business has changed my life personally and those of many people I care about. Rodan + Fields Skincare provides products that change the health of your skin. They reduce the appearance of wrinkles, sun damage/discoloration, acne, and sensitive skin issues. Our products include cleansers, toners, moisturizers, sunscreens, and fabulously fun items for enhancing the appearance of luscious lashes and brows. More than that, our products boost confidence in one’s skin. In my 40’s I wear less makeup today than I ever did before, yet I feel more confident in my skin than ever before. Not only that, but I get to offer a business opportunity that allows others to develop the leadership and business development skills that I have while diversifying income channels considering long-term goals, time, and financial freedom. Rodan + Fields Skincare in the global anti-aging arena is truly personal development with a paycheck. Truth is, R+F has taught me more about life and being a better human than anything before it.

I am most proud of representing a brand that allows me to empower others. My psychology and skincare worlds help me help others feel better in their skin from inside and out. As the author of the book, Don’t Be A Stranger, I stand for treating our fellow humans with kindness, grace, and curiosity. I encourage initiating connections and detaching from any expectation of return. Do good simply to do good. Make memorable with strangers and be open to what might come for either or both of you. Be kind for the sake of being kind. You never know when the next stranger might just change your life, or you theirs. Please enjoy my website ( for more about my products, free personal and professional development resources, and teasers from my book! Please see my website as an integrated landing page for sharing resources I hope will help you and your loved ones, clients, friends, business partners, and others as a token of appreciation for your support. My book, Don’t Be A Stranger, was in fact inspired by lessons in relationship-building reinforced as a business owner and team leader as I stress the importance of living by, “their interests, not mine.” I hope you’ll join me in creating a kinder world, one memorable moment at a time.

How did you build your audience on social media?

I remember the day I enrolled as an R+F Consultant. I said without missing a beat, “OK, but I won’t post on social media and I’ll never do a live video.” Well, anyone who knows me and follows me on social media today knows that didn’t last…and in fact, my courage in going live was probably the single most powerful thing I’ve done for my business. I did it scared…no, I did it ‘terrified!’ I started easy…by reading pages out of books. It was simply adult story-time in front of a camera. How badly could that go? Well, truth is it was magnificent. Month after month, my network grew. People shared with me randomly online or when they ran into me in person, “You inspire me.” Wow, me? I heard it enough times from enough random people to know it must be true. From there I got more bold, and spoke off the cuff at times. I’d record myself telling a joke, I’d record myself teaching the translation of a word in Farsi…point is, I kept recording and I kept sharing content of value, humor, or inspiration. I make sure to post photos of my adventures in life and experiences that inspire me, and somehow by doing so, I continue to inspires others along the way. For that, I remain grateful and humbled daily.

Any advice for growing your clientele? What’s been most effective for you?

Talking about my business regularly; branding myself proudly with an R+F sweatshirt, an R+F necklace, an R+F water bottle, or even an R+F hoodie for my dog. Point is, I am proud to be seen and known as the Rodan + Fields girl because I am proud of my products, my company, and the doctors I represent. I lead with my business because if I don’t, no one will remember I’m open for business. I am intentional.

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