By: UFIRST Production 

Dana Lekus is an experienced makeup artist and hairstylist with over nine years in the fashion and beauty industry. She has gained recognition behind the scenes of several fashion shows and among beauty professionals and industry leaders. She has participated as a judge at international beauty competitions and has contributed to expert publications. Dana has earned various professional accolades and honors throughout her career, reflecting her dedication and passion for her craft.

From the first moments of speaking with Dana, it becomes clear that you’re meeting someone genuinely in love with beauty, not the glossy, superficial kind, but the kind that comes from within and reveals itself in the finest details. This is how Dana builds her signature looks—with subtlety, deep respect for individuality, and a profound understanding of anatomy, color, and personality.

“Makeup isn’t just a decorative tool,” Dana says. “It’s a way to reveal a person’s inner strength, highlight their uniqueness, and amplify their confidence.” Her signature style combines natural elegance with modern touches, where every stroke is intentional and enhances the harmony of one’s natural features.

You work a lot with celebrities. Which collaboration has been the most memorable and why?

Yes, I often work with celebrities, creating looks for stars in the global fashion and media scene. Some of the most memorable individuals I’ve worked with include renowned designers such as Yulia Zenma, Mariano Moreno, and Carmen Da Tatiana, as well as actors like Glen Evelyn, William Duarte, and Tito Andres Gomez. I frequently prepare models, TV hosts, and well-known influencers for events.

Sometimes I know in advance who I’ll be working with, but other times it’s a complete surprise. I often get a call from a celebrity’s PR agent, a beauty pageant organizer, or a designer saying, “Dana, we need your help.” That element of unpredictability adds a special kind of excitement to the job. But what truly touches me every time is how warm, respectful, and genuinely kind many of these celebrities are.

One of the exciting and unforgettable experiences I’ve had was working with Stephanie Carrillo, a well-known model and TV host for American networks Vix and Univision. I was invited to Miami to do her makeup for the red carpet at Premio Lo Nuestro—a prestigious Latin music award show attended by global superstars. That year, Will Smith performed live, and Shakira walked away with six awards.

The request sounded like many others: “We need an evening look, can you come?” — “Of course.” But I had no idea I was about to be swept into a full-blown celebrity whirlwind. I worked under the flash of cameras, surrounded by paparazzi, not realizing that every movement of my brush was being recorded. Later, I discovered the entire process had been edited into a Get Ready With Me segment and featured on Chicas Guapas TV. I was credited as the celebrity’s official makeup artist. It was such an unexpected and incredible surprise.

Soon after, I met Lucia Ugarte, the CEO of Chicas Guapas TV and a Forbes-listed entrepreneur. I’ve done her makeup for red carpet events several times, and our collaboration is ongoing.

That experience gave me a massive boost of confidence and inspiration. Now I know for sure — my next goal is to prepare stars for the Oscars next year!

Which makeup trends do you find overrated, and which ones are underrated?

Overrated Trends:

​1.​ Overly graphic and aggressively styled brows

Laminated brows with a “wet hair” effect, brushed into sharp graphic shapes, may look impressive on the runway or in social media posts. Still, in real life, they often appear unnatural and overpowering. Brows should enhance the natural architecture of the face, not become a separate art object.

​2. ​Heavy contouring

In the era of clean beauty, harsh contour lines and dramatic transitions feel outdated. Modern sculpting techniques are softer, more diffused, and help create natural-looking shadows and a fresh, seamless effect, without that overly “masked” appearance.

​3.​ Glossy, ultra-dewy makeup

While radiant skin will always be in style, an all-over wet-look effect can appear messy or greasy, especially in everyday settings. A smart balance between glow and controlled matte finishes creates a more elegant and wearable result.

Underrated Trends:

​1.​ Personalized brow architecture

Many people chase brow trends, forgetting that brows should always reflect individuality. Choosing the right shape based on facial features and natural hair texture creates a timeless, well-groomed look that never goes out of fashion.

​2.​ Color accents in makeup

Bright colors are often feared, but soft color liners or pastel eyeshadows can refresh a look and add interest without overwhelming it. This is precisely the kind of makeup I created for model Natali Sanders at New York Fashion Week 2025. Designer Michaela Chavelis loved the look, noting how the makeup didn’t compete with the vibrant outfit but complemented and balanced the ensemble. It was a perfect example of how makeup can support fashion, creating a cohesive aesthetic rather than a visual clash.

​3. ​Effortless imperfection

“Perfect imperfection” — when makeup doesn’t look overly polished but still feels intentional and stylish. A slightly smudged effect, translucent textures, and soft lines add a sense of modernity and natural charm.

True style isn’t about blindly following trends — it’s about adapting them to your personality and creating a balanced, authentic, and meaningful look.

Published by Jeremy S.