By: Alva Ree
It all started as a hobby: Dana Lekus could spend hours studying looks in fashion magazines, experimenting with textures, colors, and shapes. Makeup became a way for her to express emotions, enhance individuality, and reveal inner strength. Very quickly, this hobby turned into a true passion, and then into a profession to which she devoted herself completely.
Dana took her first serious steps on set and backstage at fashion shows, where she realized that the beauty industry was not only about creativity, but also about teamwork, discipline, stress management, and constant growth. She studied intensively, practiced endlessly, invested in products, travel, and education from the best in the industry. This was part of her investment phase that laid a strong foundation for her future.
She participated in international fashion events such as New York Fashion Week 2025 and Miami Swim Week 2025, and volunteered as Beauty Director at Florida Men’s Fashion Week, Orlando International Fashion Week, Beverly Hills Fashion Week, and Fort Lauderdale Swim Week.
She has led dozens of smaller fashion shows across Florida, heading a team of volunteer beauty professionals. Her clients have included contestants from international beauty pageants, Forbes-listed women, actresses, TV hosts, and models. Her work has been featured in international publications and glossy magazines.
One of the biggest challenges Dana faced in the early stages of her career was the lack of a mentor. She had to learn everything on her own — from basic techniques to backstage specifics, portfolio building, and career strategy. She faced rejections, canceled projects, and misunderstandings. She learned through real experience — working with all skin types, under tight deadlines, in high-pressure environments — all while maintaining quality and a personalized approach.
The first few years were fully dedicated to skill development, building her portfolio, continuous learning from the best, and participating in shoots — often on a volunteer basis. It was an important investment phase where she poured resources into herself: education, products, practice, travel, and image.
Her turning point came when Dana developed her own style, earned the trust of her clients, and began positioning herself not just as a makeup artist but as an expert. Her name became associated with quality, responsibility, and personalized service. Everything changed when she started teaching, sharing knowledge, and when people began coming to her not just for makeup — but for her experience.
A major leap occurred when she began collaborating with cosmetic brands as a trainer and product technologist — elevating her to a new level of professionalism. Later, Dana founded her own beauty studio, built a strong team, and began booking large-scale projects.
Stability came when she fully embraced her role as an expert, learned to properly value her work, and establish professional boundaries. From that moment on, Dana Lekus has not just worked in the industry — she has helped shape it.
Today, Dana’s team includes internationally recognized professionals, and she personally takes part in major projects as a beauty director. This has earned her wide professional recognition — and she truly believes the most meaningful results are still ahead.
To Dana Lekus, beauty is much more than symmetry, makeup, or visual effect. In her profession, beauty is energy. It’s a state that a person feels on the inside and reflects outwardly. It is harmony between the inner and the outer self — confidence, self-awareness, and self-respect.
Dana always tells her students that makeup is not a mask — it’s a tool for revealing individuality. Beauty is not about perfection — it’s about authenticity. It can be bold or barely noticeable, daring or delicate — but it must always be real. In her profession, Mrs. Lekus treats beauty as both art, science, and service. What matters to her is not just creating a look, but sensing the person — their character, context, and mood. Beauty begins with care, with a touch, with genuine attention. That is the true power of the profession — the ability to transform not only appearance but one’s inner state. True beauty lies in the ability to highlight individuality, not to hide it. In the ability to reveal strength, femininity, and charisma. And that is the kind of beauty I strive to create every single day.