Eloaynne Santos and ATOS: How a Beauty Space Became a Case Study in Experience, Purpose, and Women-Led Management
- Matheus Hooks/ Editor-In-Chief
- 1 day ago
- 7 min read
'BUSINESS' EDITION COVER - DECEMBER 2025 ISSUE
In the BUSINESS edition of Hooks Magazine, we feature Eloaynne Santos, the entrepreneur behind ATOS, a beauty center located in Cuiabá, in central-western Brazil, that has been gaining attention for the way it integrates aesthetics, wellness, and sensory experience in a single environment. The structure she developed helps illustrate a global trend: consumers seeking beauty services that deliver not only technical results, but also an atmosphere rooted in warmth, identity, and purpose.
Eloaynne’s path did not begin with the business itself, but with her personal experiences surrounding self-care, spirituality, emotional rebuilding, and motherhood. This combination became the conceptual foundation of ATOS. According to her, the initial goal was not to create yet another beauty salon, but to build a space where different dimensions of women’s lives could be acknowledged and treated with equal importance. The name she chose reinforces this intention, referring to actions that mark transformation and the beginning of new cycles.
The space’s design draws inspiration from contemporary Mediterranean aesthetics, featuring a neutral palette, soft lighting, and organic forms. Beyond its visual appeal, this environment operates as an extension of the brand’s purpose: to provide a slower, more sensorial, and introspective experience. The intention is for clients to find a pause from urban routine, with service that feels less mechanical and more grounded in attentive listening and personalized guidance.
One of the elements that sets ATOS apart is the wide range of services gathered in a single location. Hair, facial aesthetics, spa treatments, makeup, podiatry, and retail all make up an ecosystem designed to operate in an integrated way. While multifunctional setups are not new in the global beauty market, Eloaynne structured each area to operate with its own identity while maintaining visual and conceptual cohesion. From a management perspective, this allows the business to expand revenue, optimize client flow, and strengthen the brand as a comprehensive destination within its category.
Another aspect that reinforces the space’s concept is Pequenos Atos, a children’s area created from the entrepreneur’s own experience as a mother. The space includes a dedicated monitor, individual identification for each child, and an alert system for the parent or guardian, allowing women with young children to access services without constant interruptions. For many, this addresses a recurring challenge in the beauty sector: balancing self-care with motherhood. For an international audience, this structure highlights a growing movement within the global beauty and wellness industry, which increasingly seeks more inclusive and accessible service models.
When discussing the creation of ATOS, Eloaynne describes the project as a way to reconnect women with a broader perception of beauty, incorporating elements of emotional health, spirituality, and everyday practicality. Although her approach carries a strong personal dimension, the outcome aligns with contemporary conversations on wellness, the service economy, and the role of experience design in client loyalty.
Eloaynne’s presence in the BUSINESS edition serves as a case study of how a new generation of female entrepreneurs is reshaping the beauty sector in emerging markets. Instead of focusing exclusively on expansion or luxury, her strategy is rooted in purpose, sensoriality, user-experience–driven management, and a clear understanding of the real needs of the audience she serves.
Beyond its local impact, ATOS aligns with a global shift: the understanding that beauty spaces can operate as hubs of holistic care, combining technical expertise, environment, identity, and functionality.
Read our exclusive interview with Eloaynne Santos:
What motivated you to create ATOS, and where did the inspiration for this concept of complete, sensorial beauty in Cuiabá come from?
“The creation of ATOS was born from a deep desire to offer more than beauty services. I wanted to deliver experience, purpose, and presence. I have always believed that true beauty is an encounter between the external and the internal — between care, identity, and rediscovery. And that understanding is exactly what drove me. The inspiration came from my own journey. I went through processes, challenges, and renewals that showed me that every woman carries a calling, a strength, and a unique story. I wanted to create a space that honored that. The name ATOS is not just a brand; it carries the idea of movement, destiny, and transformation — acts that write chapters, turning points, and new beginnings.
In Cuiabá, I felt the absence of a place that brought together beauty, sensoriality, and purpose. A space where women could be cared for fully — body, mind, and faith. So I decided to create what didn’t exist. A place where every detail — texture, scent, lighting, and service — would contribute to a premium and meaningful experience. ATOS is the materialization of what I believe in: beauty that touches, heals, and transforms.”
How does contemporary Greek aesthetics shape the environment at ATOS? How does this Mediterranean-inspired design influence the client experience from the moment they enter the space?
“Contemporary Greek aesthetics at ATOS are more than a visual choice — they are a language. When I envisioned the Mediterranean, I thought of essence, natural light, architecture that breathes, welcoming textures, and the feeling that time slows down. That atmosphere is exactly what I wanted to offer the women who walk into our space.
Every detail inspired by Greece serves a sensory purpose. The organic shapes evoke the flow of water and bring lightness; the neutral, earthy palette conveys calm; the interplay of white and gold symbolizes purity and royalty; and the rustic elements make each client feel as though she has entered a modern temple dedicated to self-care.
The moment they step inside, they immediately recognize they are in a place unlike anything around them — an environment that is minimalist yet warm, sophisticated yet intentional. This aesthetic prepares the senses, deepens the breath, and invites each woman to experience a moment of connection with herself.”
You often talk about “acts” — acts of beauty, care, and well-being. How does this philosophy translate, in practical terms, into the services offered at ATOS?
“For me, ‘acts’ are not just gestures; they are intentional movements that shape who we are. This philosophy is present in every detail of ATOS, because I believe beauty, care, and well-being are daily decisions — almost spiritual ones — that transform a woman from the inside out.
In practice, this means that no service here is merely technical. Everything begins with presence. We listen to the client, understand her moment, her pain points, her needs, her desires. Every appointment is designed so she experiences an act of being served, rather than simply receiving services.
We are here to serve them.”
ATOS brings together multiple areas hair, aesthetics, spa, podiatry, makeup and a store. How was the process of integrating all of this while maintaining purpose, flow and a unique identity?
Integrating so many areas within ATOS was never just about putting services under the same roof it was about building a universe. From the very beginning, I knew each department needed to speak to one another, which is why every space has meaning and carries a name. They all needed to share purpose and transmit the same feeling a complete, fluid and deeply intentional experience.
The process started with purpose. Before deciding on layout, hiring professionals or defining service menus, I established what could never be negotiable: excellence, sensoriality, warmth and faith. From these pillars, each area was shaped to have its own life while still breathing the same DNA.
The Kids Space with a dedicated monitor is a major differentiator in the state. What led you to include this concept and how does it transform the experience for mothers seeking self-care?
As a mother, I personally lived the challenge of balancing self-care with routine, deadlines and a small child. Many women give up on themselves because they have no one to leave their child with, or because they don’t want to expose them to places without structure. And I knew ATOS couldn’t just be beautiful it needed to be functional, real and human.
That’s why Pequenos Atos (Kids Space) with a monitor was created: born from a genuine need mine, and of so many mothers I know. I wanted to create a safe, welcoming and playful environment where children could play, learn and feel good while their mothers enjoy a moment just for themselves. Each mother receives a monitor and each child a number and if any child needs their mother, the monitor’s device vibrates so she can come to the room. Something completely different and innovative never seen before in a space like this.
The Kids Space is not just a differentiator it is an act of respect and special care for mothers.
It is understanding that beauty and well-being also come from the emotional freedom of being cared for without worries. At ATOS, a woman doesn’t have to split herself she gets to integrate herself. And that changes everything.
For you, what does it mean to inaugurate a “new era” of beauty in Cuiabá? What impact do you hope to create in the lives of the women who come to ATOS?
When I say that ATOS inaugurates a new era of beauty in Cuiabá, I’m not talking only about structure, services or aesthetics. I’m talking about awareness. About a new perspective on what it means to be cared for, honored and valued. To me, this new era represents a movement: the movement of giving women back what has always belonged to them dignity, belonging, identity and voice. At ATOS, beauty is not treated as vanity, but as a language of self-love, emotional health and reconnection with oneself.
The impact I want to create goes far beyond transforming someone’s appearance.
I want every woman to leave here feeling stronger, more aligned with who she is, more confident in her choices and more aware of her worth. I want her to find a space where she can breathe deeply and remember that she deserves care, rest, purpose and beauty in every area of her life.
ATOS is about that: elevating women, healing stories, strengthening identities and creating experiences that truly leave a mark.
If through this space I can awaken in every woman an act of love for herself, then I will have already inaugurated the new era I dreamed of—my purpose.
