Today we’d like to introduce you to Dana Lekus.
Hi Dana, so excited to have you with us today. What can you tell us about your story?
My journey into the world of beauty began in childhood. I was fascinated by my mom’s makeup bag — painting not only myself but even my toys. As I got older, I started doing makeup for girls at summer camps and helping friends get ready for school performances. Creativity and a love for art have always been part of me. I dreamed of attending art school, but financial limitations made it impossible.
Both of my parents are architects and graduated with top honors — I inherited their artistic spirit. Instead of following their path, I studied energy engineering, earning a master’s degree. Despite realizing during my first internship that engineering wasn’t my true calling, I completed my studies and even enjoyed teaching college students in my field.
Alongside my academic pursuits, I ran a beauty blog where I shared honest reviews of cosmetics. It began as a hobby and gradually gained an audience because I wrote sincerely and from the heart.
In 2016, after graduation, I faced a crossroads: routine work didn’t appeal to me. So, I made the bold decision to enroll in my first professional makeup school in Russia. From the very first class, I sensed my life had changed forever. The transformative power of makeup — watching a woman’s confidence and joy bloom in front of the mirror — captivated me completely. That was when I uncovered my mission: to help women feel beautiful and empowered.
Returning to my hometown, I wasted no time finding a space to open a small beauty studio. That moment marked the official start of my professional journey in the beauty industry.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
It hasn’t always been a smooth road — and I think that’s what makes the journey meaningful. Like many artists and entrepreneurs, I faced challenges at different stages. In the beginning, it was difficult to be not taken seriously, especially transitioning from a completely different field like engineering. I had to prove myself from scratch and earn the trust of clients.
Starting my own studio with no financial backing was another challenge. I worked long hours, often alone, doing everything — from makeup and admin work to cleaning the space. There were moments of doubt, especially when comparing myself to others or questioning whether I was “good enough.”
Another struggle was constantly investing in education and traveling across the country to learn from the best — while trying to build my own name. It required a lot of discipline and sacrifice.
And of course, the emotional side — working in beauty means giving your energy to others, helping them feel confident and happy. But sometimes, I forgot to care for myself in the process.
Still, every challenge made me stronger and more grateful. These experiences shaped my approach, taught me resilience, and deepened my passion for what I do.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
I’m a professional makeup artist, hair stylist, and beauty director with over 9 years of experience in the beauty and fashion industry. I specialize in creating polished, expressive looks for runway shows, editorial shoots, beauty pageants, and special events. My style is a blend of backstage precision, artistic vision, and technical knowledge — shaped by years of international training and hands-on work.
I’ve had the honor of being a meaningful part of international projects, including New York Fashion Week, Miami Swim Week, Florida Men’s Fashion Week, Orlando International Fashion Week, Beverly Hills Fashion Week, Fort Lauderdale Fashion Week and Swim week and other major fashion events — both as an artist and as a volunteer beauty director. I’m also involved in product development and formulation as a cosmetic technologist, with a focus on skin reactions and innovative ingredients. That scientific side gives me a deeper understanding of how makeup interacts with the skin.
One of the things I’m most proud of is being able to mentor younger artists, share my knowledge, and help them grow in their craft. I’ve trained and coordinated full beauty teams for fashion productions and charitable events. I also take pride in being part of international judging panels for beauty competitions.
What sets me apart is my combination of creativity and discipline. I come from a family of architects, and my early background in engineering taught me how to approach beauty with structure, precision, and care. I’m not just focused on external transformation — I want people to feel stronger, more radiant, and seen.
Over the years, I’ve been honored to receive several international beauty awards that recognize my work as a makeup artist, beauty director, and cosmetic technologist. These awards reflect not only my technical skills, but also my dedication to education, innovation, and leadership within the beauty industry.
My work has been honored with international recognition, and I’m truly proud to have received several prestigious awards in the beauty industry. Among them:
— I was named the Winner of the International Beauty Awards XXIII (IBA) in two categories: Top Makeup Trainer and Beauty Community Leader
— I received the Best International Makeup & Brow Artist award at the IBFA 2025
— I became a finalist and took second place at the IBI Awards 2025 (International Beauty Industry Awards) in the Best Glam category — a prestigious global competition that brings together the world’s top makeup artists. My creative project, “A Celestial Muse,” was recognized among the very best.
Beyond my creative work, I’m actively involved in the development of the beauty industry.
— I serve as a judge at international beauty championships, including the World Beauty Championship XV
— I also write and review scientific and industry-related articles, contributing to the professional growth of the field.
I proudly serve as a beauty sponsor and team coordinator for multiple prestigious international beauty pageants, including:
– Miss Peru USA
– Miss & Mister Supranational USA
– And others
Together with my team of passionate volunteer makeup artists and hairstylists, we are responsible for preparing the contestants — the queens — for the spotlight. We create full glam looks for their stage appearances, media interviews, and coronation moments.
Our mission is to help each woman feel radiant, confident, and empowered. It’s a role that blends artistry with responsibility — and I’m incredibly proud to lead a team that contributes beauty and support to the most meaningful competitions around the world.
Being part of these events is not just about makeup — it’s about transformation, visibility, and helping every woman step into her power on stage.
If we knew you growing up, how would we have described you?
Growing up, I was always a creative, curious, and very sensitive child. I loved drawing, painting, crafting — anything that allowed me to express myself. I was also the kind of kid who paid close attention to how people felt; I wanted everyone around me to feel beautiful, seen, and supported.
One of my favorite things was playing with my mom’s makeup bag. I didn’t just paint my face — I experimented on my dolls, friends, even pieces of paper. That curiosity stayed with me for years. In school, I helped classmates get ready for performances, braided hair, applied makeup for concerts — I just loved the process of transformation.
At the same time, I was very determined and responsible. I studied hard and followed through on commitments — even when I ended up in a technical university, far from the creative world I dreamed of. But that mix of creativity and discipline became a core part of who I am today.
I also grew up surrounded by art. My parents are both architects, so beauty, structure, and design were always part of my environment — and I think that shaped the way I see the world now.
Contact Info:
- Instagram: @dana_lekus
- Linkedin: https://www.linkedin.com/in/dana-lekus-0a2785348?utm_source=share&utm_campaign=share_via&utm_content=profile&utm_medium=ios_app
Image Credits
Photo 1: Dana Lekus — Lead Makeup Artist and Hairstylist at Florida Men’s Fashion Week 2025
Model: Don Leno | Photographer: Stanislav Kozub
Photo 2: Dana Lekus — Beauty Sponsor, Head Makeup Artist and Hairstylist at Miss Peru USA 2025
Makeup and Hair for Grand Finalist of Miss Grand Peru USA 2025 — Alexandra Colton | Photographer: Rolando Cabanillas
Photo 3: Runway Fort Lauderdale Fashion Week 2025
Model: Kristina Smirnova | Designer: Yulia Zenma | Makeup: Dana Lekus | Photographer: Simon Soong
Photo 4: Dana Lekus — Beauty Sponsor, Head Makeup Artist and Hairstylist at Miss Peru USA 2025
Makeup and Hair for MISS PERU Universe 2025 — Karla Bacigolupo | Photographer: Rolando Cabanillas
Photo 5: Lucia Ugarte — Founder of Chicas Guapas TV
Makeup and Hair by Dana Lekus
Photo 6: QP Magazine, April 2025
Model: Deanna May | Makeup and Hair by Dana Lekus | Photographer: Nestor Visions | Stylist: Amanda Mirus
Photo 7: Singer Lady Yuliana
Makeup and Hair by Dana Lekus | Designer & Photographer: Idol Jose | Event: Billboard Latin 2025
Photo 8: Dana Lekus Masterclass on Smart Makeup Techniques at Hilton Miami Aventura
Guest Speaker: Anelya Alim — Businesswoman, Owner of a Makeup School and Cosmetics Brand | Photographer: Stanislav Kozub
