By: Alva Ree
Dana Lekus is a name that has long resonated in the world of fashion and beauty.
She is an internationally recognized makeup artist and product technologist, beauty director of top fashion shows, and the recipient of prestigious industry awards, including:
🌟 Best International Makeup & Brow Artist 2025 (IBFA Awards)
🌟 Top Makeup Trainer & Beauty Community Leader (XXII International Beauty Awards)
🌟 Official beauty coordinator and sponsor at prestigious events such as Miss Peru USA 2025, Miss & Mister Supranational USA 2025, Florida Men’s Fashion Week, Orlando International Fashion Week, Fort Lauderdale Fashion Week, and many others
🌟 Co-author of the book “Sellers of Happiness”
🌟 Silver finalist at the IBI Awards 2025 in the Best Glam category for her signature project “Celestial Muse”
🌟 Participant and award winner in scientific competitions in the field of cosmetology
During Orlando International Fashion Week, Dana served as Beauty Director on a volunteer basis. We spoke with her about what goes on behind the scenes in the fashion world, why she chooses to volunteer, and why beauty is much more than just appearance.
Q: Dana, you led the glam team at Orlando International Fashion Week. What did that experience mean to you?
A: It was incredible. Orlando International Fashion Week is a large-scale, creative, and highly professional event. As Beauty Director, it’s always a challenge — you need to organize the team quickly, create looks that match each designer’s vision, and maintain a calm, focused atmosphere backstage. We worked like a well-oiled machine. And what made it even more meaningful was that this was a volunteer project — I truly believe that when we share our talent for the good of others, it makes us stronger, both as professionals and as human beings.
Q: Tell us more about how you organize the team in such fast-paced conditions.
At His House Children’s Home, Dana Lekus organized a “Beauty Day” for the girls living in the shelter, in collaboration with coordinator Samantha Miranda and a volunteer team: Ivonna Ozolina, Elena Grishina, Kseniia Bazhenova, Anna Mertyukhina, Abdul Takidin and Nikolas Cherniavskyi.
A: Structure is everything. I assemble a team of reliable and talented professionals, assign roles clearly, and prepare beauty references tailored to each designer. We always do pre-show preparation, and on the day of the event, I monitor the timing and the quality of every detail. Our backstage isn’t just a workspace — it’s a creative laboratory.
Q: Why are you so actively involved in charitable and nonprofit beauty projects?
A: Because I know for certain that beauty can heal and inspire. I conduct beauty workshops in shelters and foster homes, volunteer for the United Nations, and organize “Beauty Days” for girls going through difficult life circumstances — as well as for guests in luxury hotels, as a gesture of goodwill.
One of my recent masterclasses took place at Hilton Miami Aventura and focused on runway makeup techniques.
Every time, I see that makeup is not about appearance — it’s about how someone feels, their confidence, and the light they carry inside.
As I often tell my students:
“When you give your talent with love — it multiplies.”
Dana Lekus and Edgar Saakyan — producer and founder of Edgar Entertainment — at Miss Universe Israel 2025, where Dana played an active role.
Q: What advice would you give to aspiring artists who dream of working at fashion shows?
A: Don’t be afraid to start with volunteering. Be punctual, stay open, and learn from everyone around you. It doesn’t matter where you begin — what matters is the heart you bring to the work. And above all — love what you do. The results will speak for themselves.
Q: Dana, in recent months you also served as Beauty Director at Fort Lauderdale Swim Week and Beverly Hills Fashion Week. What can you tell us about those experiences?
A: Each show has its own unique atmosphere. Fort Lauderdale Swim Week was all about sun, beach vibes, and confidence. The makeup needed to be more than beautiful — it had to be light, radiant, and long-lasting, reflecting the energy of summer. We were working outdoors in a fast-paced environment, but I was especially proud of how my team delivered. Everything looked runway-ready — even under the Florida heat.
Beverly Hills Fashion Week, on the other hand, had a completely different rhythm and vibe. It was about glamour, elegance, and red carpet sophistication. Every detail mattered. We aimed to enhance luxury and style, and every model looked like a Hollywood star. I carefully crafted the makeup concepts to reflect each designer’s aesthetic, working closely with them to capture the spirit of their collections.
Q: How do you balance artistic creativity with the practical demands of these shows?
A: It’s all about balance. On one side — creativity, colors, textures, inspiration. On the other — strict timing, backstage logistics, team leadership, and staying calm under pressure. As a Beauty Director, I have to think about everything at once: from the creative vision to the final touch. What matters most to me is making sure every artist feels supported and confident in their role. That’s when we create more than just makeup — we bring runway stories to life.
Q: What is the most meaningful part of this profession for you?
A: The people. The team, designers, models, clients, volunteers — everyone inspires me. And the most powerful moment is seeing someone light up from within when they feel confident, beautiful, and valued. Beauty is a powerful tool — but only when we use it with love, intention, and soul.
About Dana Lekus
Dana Lekus is more than a makeup artist — she is a leader, educator, and humanitarian whose mission is to use beauty as a force for good. Her career spans global fashion weeks, scientific innovation, and charitable initiatives, yet she remains grounded in her belief that true beauty begins with intention and heart.
Through her volunteer work, educational outreach, and visionary leadership, Dana continues to inspire a new generation of beauty professionals to see their craft not only as art — but as impact. Her journey proves that when passion meets purpose, the results can be transformative.
In a world where appearances often take center stage, Dana Lekus reminds us that the most lasting beauty is the kind that uplifts others.
