Lyana Melo: CEO & FOUNDER of Grupo Lyana Melo BEAUTY! The mind and the power of a woman’s instinct — turning ideas into engines of growth
- Evely Oliveira
- Jun 6
- 7 min read
'BUSINESS' COVER EDITION - JUNE 2025 ISSUE
Few entrepreneurs in the world possess the ability to diagnose a struggling business and, within months, reposition the brand, triple its revenue, and turn it into a success story. Lyana Melo — a Brazilian entrepreneur who became the general manager of Zara in São Paulo at just 26 — has made this her method. And her legacy.
After leading one of the most challenging operations of the Spanish multinational in Brazil — and maintaining an undefeated leadership streak in the global retail segment — Lyana became a silent force behind the rapid growth of brands in fashion, beauty, and gastronomy. Names like New Era Brasil, the largest steakhouse in southern Brazil, and several beauty clinics have seen their numbers multiply under her bold and practical strategies.
“I only step in when I see purpose — and certainty that I can add real value,” she states.
Today, we take a closer look at the story of a rising entrepreneur in the beauty industry: Lyana Melo.
Lyana’s sophistication stems not only from her aesthetic or branding — but from a mindset shaped from a very young age. Raised in social clubs and immersed early in disciplines like ballet and equestrian sports, she developed a sharp sense of strategy, self-control, and graceful leadership.
“I’ve always understood that leading is more about precision than force,” she reflects.
That vision now defines both her management style and the client experiences she designs.
Born in Maringá, Lyana brings to her journey not just talent and business acumen, but a solid emotional and structural foundation. The daughter of a businessman from Rio Grande do Sul and an architect from Ceará, she grew up between Maringá and Curitiba, with the unconditional support of both parents — even after their separation.
“I like to say I inherited 50% of the best from each,” she says with a smile.
This strong family foundation is a key element of her performance as an entrepreneur. Because great leaders aren’t born from nothing — they are forged in environments that nurture confidence, responsibility, and the freedom to create.
And as the universe often smiles upon those who walk with courage, Lyana also found love along one of her journeys — this time, not a business venture, but a personal one.
On a solo trip to Greece, she felt something special was about to unfold. It was at a club in Mykonos, after spending the day at a beach club and hearing from a mystical figure that she would soon find what she was looking for, that the story began. As she turned to ask for a glass of water at the bar, she saw him — standing there, grounded, eyes locked on hers as if he had known her forever. The man who would become the love of her life.
A year later, they returned to the very same place — where he proposed. Today, they are married and split their time between Germany and Brazil, building a life rooted in the same purpose, freedom, and deep connection that Lyana brings to everything she touches.
If that’s not a movie plot, what is?
It was in Curitiba, during a consulting project for a premium clinic, that Lyana discovered her deep connection with the world of high-end aesthetics. There, she didn’t just craft the visual identity and persona of the brand — she became its soul. The experience sparked an idea: why not create her own clinic?
With an innovative spirit and laser-sharp focus, her own operation was born. She started with state-of-the-art technology for the time: the Ultraformer III. And when Lavieen — a cutting-edge precision laser — was released, she brought the innovation into her space, investing in technical excellence and real, visible results. Injectables weren’t even part of the initial plan: her approach would be grounded in technology and regeneration — and to this day, it still is.
In just four years, Lyana built a brand that has delivered over 3 million Ultraformer III and MPT shots, positioning itself as one of the leading clinics in technological rejuvenation in Latin America. With a solid foundation, a clear identity, and a non-negotiable purpose, her company continues to grow at an exponential pace.
An Obsession with Detail Leads to Innovation: Lyana Melo Launches YSY SKIN and a New Era in Aesthetic Education
Lyana Melo’s obsessive attention to detail and commitment to real consumer needs led her to take yet another bold step in her journey: the launch of her own skincare line, YSY SKIN.
“It started as a personal search and turned into a mission,” she explains.“I needed something effective for our patients and for myself—especially for post-treatment home care. But what existed in the market didn’t reflect the essence, didn’t justify the price, and fell short of delivering the promised results.”
YSY SKIN was designed to fill this exact gap—bridging the divide between clinical performance and the sensorial experience of self-care. With meticulously developed formulas, the brand represents accessible wellness without compromising on sophistication. It’s a new chapter in the evolution of skincare trends—one that prioritizes real results with refined simplicity.
And Lyana didn’t stop there.
In 2024, she launched her own academy for training doctors in aesthetic technologies, creating a platform that merges clinical excellence with business intelligence. Now, in addition to leading her clinic, she teaches alongside highly skilled technical mentors—sharing her clinical insights, strategic mindset, and passion for elevating the entire industry.
Once again, Lyana proves that luxury lies in precision, purpose, and the power to transform from within.
Her project is itinerant, focused on professionals who seek to master the art of rejuvenation through regenerative resources. With fluid movement between Brazil, Germany, and Paraguay, Lyana continues to refine her delivery, study international trends, and keep her standard of excellence in constant evolution.
And as if managing a successful clinical brand, developing doctors in advanced technologies, and creating a skincare line weren’t enough, Lyana has just taken her first steps into yet another visionary venture: Seg DOC., an insurance brokerage firm specialized in civil liability for the healthcare sector.
“It’s a sensitive topic, often overlooked, but essential for the legal and emotional safety of professionals and patients,” she explains.
Although the project is still in its early stages, the market is already watching closely. Given her reputation for transforming ideas into profitable and sustainable businesses, it’s only a matter of time before this new venture becomes a benchmark in the sector.
Lyana is the archetype of a born entrepreneur — where she puts her hands, value is created. What drives her goes far beyond financial growth: it’s her passion for excellence, her respect for the client, and her genuine desire to transform markets and lives.
She doesn’t copy models — she reinvents them. She doesn’t follow trends — she anticipates them. And perhaps that’s why it’s so difficult to fit her into just one category. Lyana is fashion, beauty, strategy, and innovation. But above all, she is feminine power in its purest and most powerful form.
We had the opportunity to have a chat with the brilliant mind behind all these insights! Come along with us:
It’s a fact that you are a natural entrepreneur. But when did the switch flip and you decided to take a stand and start your journey in business? That moment when you realize you can no longer postpone a dream… How was it for you? What was the spark that made you say: “Now is the time”?
When I realized I was the soul behind all the businesses I helped boost for other entrepreneurs — even more than they were themselves! IT WAS A CALLING.
Entrepreneurship requires vision and courage, and we know the path is not always easy. What has been the biggest challenge you’ve faced so far?
Finding committed and trustworthy people. Truly quality human resources!
We know you value quality and excellence. How was it to realize that many professionals in the field were not prepared, for example, to operate complex equipment like the Ultraformer?
It was a surprise... and not a good one.
And what consequences can this cause for the patient and also for the market? Not everything is rosy. Sometimes, the biggest battle is internal — with feelings of doubt or the pressure to keep a business running, profitable, and purposeful. How do you deal with these moments?
The impact is, without a doubt, very negative for several reasons: the patient’s frustration, which comes first, and the undeserved bad reputation of amazing equipment — which is simply being mishandled! No pressure. I have a purpose that goes far beyond vanity, and it’s very well grounded! When I face these disappointments, and even the lack of credibility in the sector, I explain as clearly as possible so that the patient can compare the differences and understand.
How did the idea for YSY SKIN come about? What motivated you to create the brand? What was the inspiration behind the concept?
It was born out of a personal search. I was looking for something for myself and for our group’s patients, especially for post-treatment care. But I found few options that were accessible to everyone — especially when it comes to the balance between essence and price!
If you could speak to Lyana from 10 years ago, what would you say to her? Is there a phrase, advice, or even a kind word you’d like to leave for that younger version of yourself?
DON’T STOP.
And last but definitely not least: what is your voice in the world? If you had a microphone turned on for the whole world to hear, what would you want to shout — with your heart wide open?
I would say that everyone’s true purpose is to find strength in loving what they do, keep focus on their goal, and not let external voices shake their courage and ability. Education, combined with persistence, is essential to overcome challenges and move forward. Don’t let obstacles or criticism divert your path. Believe and persevere with determination in your purpose. The world needs people who, with firmness and confidence, make a difference — not more of the same!
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