By: Alva Ree

Dana Lekus is one of the prominent makeup artists at international fashion weeks, the winner of the “Best Makeup and Brow Artist 2025” title from the International Beauty & Fashion Awards, a judge at global beauty competitions, a product technologist, and a certified trainer for renowned cosmetic brands.

You work with celebrities, preparing them for red carpets, and you participate in some of the world’s biggest fashion events. How do you stay confident and avoid mistakes in such high-pressure moments?

Confidence often comes from preparation, focus, and the ability to remain calm under pressure.
Working at large-scale events like New York Fashion Week 2025, where I created looks for several major shows, including FDLA, SFW, and The Ethereal, typically requires strong time management and emotional resilience. Every second counts, and attention to detail is nearly everything.

I make a point to study the collection’s concept in advance, review visual references, and coordinate closely with designers and the beauty team to minimize last-minute surprises.
But the most important factor is trust in your own professionalism. With over nine years of experience, I’ve developed the ability to adapt quickly, make decisions on the spot, and maintain quality even under intense conditions.

In Florida, I’ve led beauty teams as head makeup artist and hairstylist for three major events: Florida Men’s Fashion Week, The Grand Debut Fashion Experience, and the Collection Worker SS2025 show by Hotspots Magazine.

And perhaps one of the key secrets to success is the energy of the team. The backstage atmosphere at fashion shows and red carpets can be chaotic, but when you’re surrounded by true professionals, everything tends to run like a well-oiled machine.
I aim to assemble high-level specialists, and that synergy often turns stress into creative energy and excitement.

Is there a rule in the beauty industry that, in your opinion, has lost its relevance and that you no longer follow?

Yes, one of the outdated rules I no longer follow is the rigid adherence to traditional makeup standards, like the idea that daytime makeup must always be nude and understated, while evening makeup should be bold and dramatic.

I believe makeup is a form of self-expression, and the guidelines are more flexible than they used to be. What matters most is feeling comfortable and confident in your look, regardless of the time of day or conventional expectations.

What are the most common mistakes people make when it comes to brow care and makeup application?

One of the most frequent mistakes in brow care is over-plucking or, on the contrary, overly redrawing them in a way that looks too harsh and unnatural.

Brows should complement your facial features, not compete with them.

In makeup, the most common mistake is choosing the wrong foundation shade. Many people go too light or too dark, forgetting to consider their skin’s undertone. This can result in a complexion that looks either ashy or unnaturally orange.

It’s worth noting that makeup should enhance your features, not mask them under a one-size-fits-all look.

A natural flush, healthy skin glow, and individuality tend to look more beautiful than heavy contouring and thick textures.

Is it possible to be friends with celebrities, or do they always keep their distance?

The world of show business is surrounded by countless stereotypes. It’s often believed that celebrities are distant, unreachable figures, immersed in their own world and too busy for genuine connections. But in my experience, it all depends on the person, not their status.

Yes, public figures often live fast-paced lives and face constant pressure from the media and public attention. However, among them, there are many incredibly open, warm, and sincere individuals with whom meaningful friendships can form.

Over the years, I’ve met many well-known personalities, and with some of them, I’ve developed authentic, human relationships that extend far beyond the makeup chair. I especially value my interactions with clients from the fashion and music industries, because in the process of working together, something more meaningful can emerge than just makeup or hairstyling. It becomes a creative collaboration, a shared energy, and a source of inspiration.

I’m never afraid of meeting new people. For me, creativity is first and foremost about human connection—about the energy that flows between people and can lead to new ideas, projects, and meaning. My name often precedes me, because while there are many professionals in the beauty industry, only a few are truly devoted to their craft. It’s this sincerity and dedication that often attract people and open the doors to unique collaborations.

For example, I became close with several well-known designers, including Idol Jose. From our very first meeting, there was an instant creative chemistry. They invited me to take part in a series of conceptual shoots with their incredibly talented models—and I enthusiastically agreed.
Since then, we’ve continued to collaborate regularly, creating not just photos but full visual narratives rich in style, emotion, and atmosphere. In the near future, these works will appear on the pages and covers of leading fashion magazines. Isn’t that something close to pure magic?

Published by Anne C.