Alicia Hernandez


Chief Executive Officer

Alicia’s extensive professional career has been dedicated to the health and beauty industry. She began in Venezuela thirty years ago and worked for two decades at Revlon. After Revlon she began marketing independently, during which time the idea of Nova was born. Alicia then founded Nova in Puerto Rico in 1997 and later moved to Fort Lauderdale, Florida, in the interest of finding greater efficiency as a benefit to our customers and suppliers.

Alicia loves what she does, and treats her work like the passion it is. She is as invested in her customers as she is in the company, and would gladly jump at any opportunity to improve as a company, supplier, and distributor.