'BEAUTY' COVER EDITION - JUNE 2025 ISSUE Photos: @andersonmmacedo_ Dr. Anamarya Rocha is not just a doctor — she is a bridge between intimate health and self-esteem, between caring for the body and embracing the freedom to be oneself. A proud Northeastern woman, born in the rural town of Tabira in Pernambuco, she grew up surrounded by simplicity and discovered early on that she wanted to use medicine to make a difference in women’s lives. Graduated from the University of Pernambuco (UPE), with experience in major hospitals in São Paulo, Anamarya immersed herself in advanced studies and specialized in fields that are still rarely discussed, such as regenerative, functional, and aesthetic gynecology — performing delicate procedures like clitoral surgery. Today, she is the exclusive gynecologist at JK Estética Avançada , one of the world’s leading aesthetic clinics. But what truly stands out in her journey is her human approach. She listens, welcomes, and treats each patient with respect, scientific knowledge, and deep sensitivity. “Many women come into my office carrying deep insecurities. I realized we could no longer talk only about physical health — we needed to care for mental health and self-esteem as well,” she shares. This broader perspective led Anamarya to take a significant step into entrepreneurship by endorsing EVAskin , an intimate skincare line developed by her friend and scientist Jack Alecrim . Rooted in scientific evidence, technology, and affection, the innovative line addresses a real gap: offering safe, effective products specifically designed for women’s intimate health needs. “EVAskin is not just skincare — it’s reconnection, self-care, and freedom.” In addition to her work in aesthetic gynecology and her endorsement of the EVAskin brand, Anamarya has also become a powerful voice in breaking the taboos that still surround women's intimate health. She speaks openly and naturally about topics like pleasure, intimate aging, genital surgery, and self-esteem — always with a warm tone, scientific grounding, and deep respect. “When a woman understands her body, she regains her power of choice. And the power to choose is dignity.” Despite her success, Anamarya never forgets where she comes from. Her roots in the countryside of Pernambuco remain present in the way she cares — with empathy, attentiveness, and sincerity. “The sertão taught me to listen with my heart. I carry that with me in every consultation.” Exclusive Interview with Dr. Anamarya Rocha: 1. Your journey combines science, sensitivity, and innovation. What motivated you to expand your work from traditional gynecology to intimate aesthetics, and later into entrepreneurship with EVAskin? My journey is driven by a clear purpose: to transform women’s lives through intimate care, self-esteem, and science. I come from humble beginnings in the rural countryside of Pernambuco, and from the start, I knew medicine would be my way of making an impact in the world. Gynecology has always been my foundation — but over time, I began to notice that many women arrived in my office carrying pain that went far beyond the physical. They carried trauma, insecurities, shame about their own bodies, and were unable to fully embrace their sexuality. It was this deep, attentive listening that led me to go beyond traditional gynecology and explore the field of intimate aesthetics. I saw that science could also be a tool for healing the soul — that it was possible to treat an external scar and, at the same time, free a woman internally. The move into entrepreneurship with EVAskin came naturally. I endorsed the brand to bring women what I saw was missing — high-performance products, backed by science, created with truth, technology, and affection. It’s not just intimate skincare — it’s self-care, reconnection, and freedom. Today, every part of my path — as a doctor, a woman, and an entrepreneur — intertwines with one purpose: to uplift the full potential of women in all their layers. 2. You specialized in highly technical and still rarely discussed fields, such as complex intimate surgeries and regenerative gynecology. How do you deal with the taboos that still surround these topics, especially in Brazil? This is one of the most silent — and yet most transformative — battles of my career. Addressing the taboos around women’s intimate health in Brazil requires more than technical expertise; it demands courage, empathy, and deep listening. When I chose to specialize in areas like regenerative, functional, and aesthetic gynecology — including complex intimate surgeries — I knew I would face resistance: from society, from within the medical field, and even from patients themselves, many of whom had been raised to feel shame about their own bodies. But I also knew that silence protects no one — it only traps us. My response to taboo has always been knowledge. I believe in the power of clear, responsible, and compassionate information. In my office, at the medical congresses I attend, and on social media, I make it a point to talk about these subjects with the naturalness and respect they deserve. Because when a woman understands her body, she regains the power to choose — without guilt, fear, or embarrassment. That’s why I also dedicate myself to creating safe spaces for this kind of dialogue. What drives me is seeing women leave my office with steadier eyes, straighter posture, and renewed self-esteem. We’re not just talking about aesthetics — we’re talking about freedom, health, and dignity. 3. The EVAskin line was born directly from your clinical experience. What were the main gaps you identified in the intimate skincare market that led you to endorse the brand? EVAskin was born from a genuine discomfort I’d felt for years in my clinical practice: the lack of intimate care products that were simultaneously effective, safe, elegant, and truly designed for the real needs of modern women. As a gynecologist specialized in intimate aesthetics and regeneration, I identified three major gaps in the market: 1. Lack of scientific backing and gynecological safety Many available products had no proper technical validation, contained irritating ingredients, or were simply adapted from body care formulas — which can be harmful to such a delicate area as the vulva. EVAskin was created by my dear friend and scientist, Jack Alecrim, based on strong scientific evidence. The formulas respect the physiological pH, vaginal microbiota, and support cellular regeneration with active ingredients that truly deliver results. 2. Absence of a functional and aesthetic approach Intimate care is still mostly seen as something purely hygienic. But in clinical practice, I’ve seen how loss of elasticity, hyperpigmentation, and dryness can deeply affect a woman’s self-esteem. That’s why Jack developed formulas that help even skin tone, improve texture, and revitalize the intimate area — all while respecting the hormonal phases a woman naturally goes through. 3. Outdated, stigmatizing language Many brands still approach the female intimate area with infantilization, shame, or a sense of taboo. I wanted to offer a different path. EVAskin was developed with adult, loving, and sophisticated language. We want women to use their intimate serum the same way they apply a facial serum: with pleasure, confidence, and self-worth. More than a skincare line, EVAskin is an extension of my medical office. Each formula carries my clinical listening, my experience with regenerative technologies, and a deep desire to reclaim intimacy as a space of beauty, health, and personal power. 4. Leading one of the world’s top intimate aesthetics clinics demands constant evolution. What innovations or trends in women’s intimate health do you believe will transform the field in the coming years? Being at the forefront of one of the world’s largest intimate aesthetics clinics is both a great responsibility and a daily commitment to innovation, science, and truly listening to the needs of modern women. Women’s intimate health is no longer a peripheral topic — it’s finally taking its rightful place at the center of conversations about well-being, autonomy, and technology. I believe the future of this field will be shaped by solutions that are increasingly precise, safe, and personalized. Here are some of the key trends I see reshaping the next few years: 🔬 High-Performance Regenerative Therapies (like Exosomes and PDRN) The future lies in biotechnology applied to intimate tissue regeneration. Exosomes and PDRN are already delivering remarkable results in tissue repair, rejuvenation, and improving the quality of the vulvovaginal mucosa — offering anti-inflammatory, brightening, and collagen-stimulating effects. They form the foundation of an aesthetic approach that respects the body’s natural rhythm while delivering subtle, sophisticated results. 🧬 Personalization based on genetics, microbiome, and hormonal cycles We’re moving toward hyper-personalized protocols, guided by genetic testing, hormonal mapping, and vaginal microbiome analysis. This will allow for truly tailored treatments — both in-clinic and at home — that respond to each woman’s unique physiology. 💡 Integration of aesthetics, functionality, and the neuroscience of pleasure We’re beginning to understand that intimate aesthetics is not just about appearance — it’s about comfort, self-perception, and pleasure. Techniques such as labiaplasty combined with functional clitoroplasty, neurosensory lasers, and bio-stimulators applied with a restorative purpose are examples of how we’re combining form and function in a way that honors the female anatomy and the science of pleasure. 🧴 Smart, preventive at-home products Today’s woman seeks autonomy. That’s why I believe in a new generation of intimate dermocosmetics featuring neurocosmetic actives, anti-pollution properties, skin tone enhancers, and hydration-boosting technology. Products like EVAskin’s Miraculous Serum already reflect this shift — offering high performance and gynecological safety for daily use. 🤝 Education and the de-medicalization of intimacy Women are increasingly informed — and they want to understand, choose, and be active participants in their care. The professionals who combine technical knowledge, accessible language, and emotional empathy will lead the future. And that also means breaking taboos with responsibility, ethics, and care. We are only beginning to tap into the full potential of regenerative and aesthetic gynecology. What drives me is being exactly in that intersection — where medicine meets innovation, without ever losing the human gaze toward what matters most: the woman herself. 5. You come from Tabira, a small town in the countryside of Pernambuco, and today you work in one of Brazil’s largest cities with international recognition. How do your roots influence your approach to health, empathy, and care? My roots are the foundation of everything I’ve built. Growing up in Tabira, a small town in the rural backlands of Pernambuco, taught me early on the value of listening, humility, and the kind of strength that grows out of scarcity. I was raised among incredible, hard-working women — women who took care of everyone except themselves. That shaped my vision of health profoundly. To me, health is presence, connection, and genuine care — it’s not just technique; it’s the human touch. The sertão gave me something São Paulo couldn’t: empathy without hurry, an ability to notice what isn’t said out loud, and a kind of care that’s not guided by a manual, but by intuition and truth. I bring that with me into every consultation, every surgery, every conversation with a patient. Because no matter how advanced the laser, how effective the bio-stimulator, or how sophisticated the protocol — what truly heals is when a woman feels seen, respected, and safe. Working today in one of the country’s largest capitals, with international projection, doesn’t disconnect me from where I came from — quite the opposite. My roots are my greatest strength. They remind me every day why I started and who I continue for: for all the women who still believe that self-care is a luxury. I’m here to show that self-care is a right — and that even in the backlands, science, beauty, and power can bloom. 6. Beyond medicine and entrepreneurship, who is Anamarya Rocha when the white coat comes off? What practices keep you connected to yourself and to the purpose that brought you here? When the white coat comes off, what remains is the essential: Anamarya, Aninha — a woman, a Northeastern soul, sensitive and intense, someone who has learned to balance strength and softness. Behind the doctor and the entrepreneur is someone who also had to rebuild herself, quiet the noise, and listen to her own truth. My deepest connection with myself comes through silence — through the small, grounding rituals that bring me back to center: waking up early, feeling the sun on my skin, taking time to care for my skin, brewing a coffee, lighting a candle, saying a prayer. These simple gestures remind me that before I care for the world, I need to care for myself. Writing heals me. Many of the words I share online come from private reflections. Dancing frees me. Nature reorganizes me. And the ocean... oh, the ocean gives me back to myself. Whenever I can, I run to it — it’s the place where I return to just being me: no titles, no schedule, no expectations. I also reconnect with my purpose through the women who cross my path — patients, students, partners. Each story reminds me why I started: because I believe every woman deserves to feel alive, powerful, and at peace with who she is — inside and out. In the end, Anamarya without the coat is this: someone who heals, but who’s also learned to heal herself. Someone who wants to help the world bloom — without forgetting to bloom within it, too.

Photos Disclosure Press Businessman and designer Charles Hermann, alongside his partner Salma, has arrived in Europe for a series of strategic engagements that mark another important step in the international expansion of their brand. This week, they are participating in Milan Fashion Brazil , an event that brings together some of the most prominent Brazilian labels in one of the most iconic and historic fashion capitals of the world. Selected to represent Brazil in the event’s special lineup, Charles and Salma are part of a delegation showcasing the creativity and potential of Brazilian fashion to the discerning European audience. Their presence at Milan Fashion Brazil strengthens the duo’s ongoing internationalization strategy, which in recent years has included appearances in key markets such as London and Madrid , and now expands further to include Milan and Paris . In addition to their presence at the event, the agenda in Italy includes meetings with potential business partners and the production of an exclusive photoshoot that will serve as the foundation for the brand’s upcoming international campaigns. From Milan, the team will head to Paris, where further meetings with industry agents and negotiations for expanding into the French market are scheduled. The participation in the European circuit comes at a strategic moment for the brand, which has been solidifying its identity in the high-end fashion market — combining signature design, Brazilian roots, and a direct dialogue with leading global trends.

Photographer: @gabrielconcee / Models: @clarissacorrer and @julaminsk / Studio: @tom_grave_tattoo In a market where conformity still dictates the rules and “being different” is often marginalized, Oldsense emerges as a point of disruption — and reconnection with the essence. The Brazilian brand, approaching four years of existence and already boasting over 32,000 followers on Instagram, is building something far greater than clothing collections: a community that finds itself in the freedom to be. Oldsense was born with deep roots in the old school tattoo universe, and that rebellious DNA remains strong in every creation. Over time, what began as an aesthetic homage evolved into something deeper: a platform for individual expression, where art, authenticity, and provocation come together. The prints — bold, direct, at times biting — are visual statements that say what often lacks the courage to be spoken. And that’s precisely where the brand makes its mark: by dressing not just the body, but ideas, emotions, and entire identities. Oldsense’s creative process always begins with something alive: an urgent feeling, a collective unrest, a challenge to the norm. Each collection is born with purpose — not as a passing trend. The inspirations come from creative chaos, from art, music, the streets, tattoo culture, and most of all, from the very community that has formed around the brand. Listening to the “oldlovers,” as Oldsense’s loyal followers are known, is an essential part of the journey. Because here, more than just customers, are people who share a common worldview. This connection is also reflected in every detail of the brand’s campaigns and communication. Unlike brands that merely simulate representation, Oldsense speaks with authority about communities that have historically been pushed to the margins — such as tattooed individuals, who still face social prejudice. And it doesn’t speak about them, but with them — because it lives this experience from the inside out. This authenticity is what makes the brand’s campaigns not just about selling a product, but about delivering a truth. Maintaining an authentic stance in a market that favors neutrality is an act of resistance — and Oldsense embraces that responsibility with pride. It’s not about following trends, but about defending the courage to be who you are, even when that challenges the norm. Under the motto “embrace the creative chaos,” the brand proposes a new way of expressing oneself through fashion — one that leaves no room for ready-made molds, only for personal truths. Beyond its conceptual approach, the brand also shows great care for the experience of those who wear its pieces. The quality of the materials, the comfort, durability, and a truly inclusive size range prove that style and accessibility can — and should — coexist. Each piece is designed to accompany different lifestyles, offering real freedom and representation — not as a marketing claim, but as an everyday practice. Check out our exclusive interview with the brand: 1. How did the idea of creating a brand that connects art, rebellion, and individual expression come about? Oldsense started out very focused on the old school tattoo universe. That style is still a big part of who we are, but nowadays it shows up in a more subtle way — in the concept behind each print, the visual references, and the message we want to convey. Over time, the brand evolved, and we realized that what made the most sense was to talk about individual expression, freedom, and authenticity — using art as the vehicle. We always felt there was a lack of clothing that truly spoke to people who think differently, who express themselves without filters. So we wanted to fill that space in a real and honest way. It all happened gradually, very organically. The brand became this meeting point between style, personality, and a way of seeing the world. 2. What is the creative process behind each collection like? Where do the inspirations for these bold visual statements come from? Our creative process always starts with a pulsing idea or emotion — something we’re living, observing, or questioning. We begin with themes that move us and have the potential to create real identification with the people who follow the brand. We don’t create just for the sake of aesthetics. Each collection is born with a concept behind it — a way to give shape and voice to thoughts that many people share. From there, we build the prints as visual statements — direct, provocative, sometimes with humor, but always intentional. Our references come from many places: the tattoo world, art, music, social behaviors, and most importantly, our own community. Often, the best insights come from listening to the Oldlovers. 3. You highlight historically marginalized groups, such as tattooed individuals. How does that choice influence the brand’s communication and campaigns? Because we’re part of the tattoo universe and understand firsthand what it means to live in this skin, our communication and campaigns reflect that real-life experience. We know the history, culture, and nuances of this group, which allows us to craft authentic messages that truly resonate with them. That’s why our campaigns aren’t just inspired by this audience — they’re created by people who live this reality. It’s what makes Oldsense a genuine and deeply connected brand. 4. Oldsense often talks about the importance of embracing creative chaos. In a market that often favors conformity, how do you sustain such a disruptive and authentic stance? Embracing this disruptive stance is a conscious choice — it’s part of our essence. We’re not here to follow trends or please the market; we stay true to what we believe: that creative chaos fuels authenticity. That means challenging the norm and being willing to make people uncomfortable when necessary. We believe that, in the end, this kind of courage attracts a community that values the freedom to be — people who think beyond conformity. And that’s what keeps us grounded and relevant. 5. Quality and inclusion are clearly reflected in your pieces. How does Oldsense ensure that each collection meets the needs of different body types and lifestyles? Quality and inclusion have been our priorities since day one. We work with materials that ensure comfort and durability, because we believe an authentic piece should also stand up to everyday life. Our size range is wide and thoughtfully designed to embrace different body types, respecting the real diversity of the people who wear our brand. All of this is done so that each collection remains accessible and represents a variety of lifestyles — without ever losing the identity that connects us. 6. In almost four years, Oldsense has built a strong community—the so-called “oldlovers.” What do you envision for the future of the brand and this close relationship with your audience? We want to keep strengthening this incredible network we’ve created together. Oldsense was born with purpose and truth, and that’s exactly what we want to maintain moving forward: a brand that grows without losing its essence. Our focus is on reaching more people who resonate with this vibe, expanding our presence across different corners of Brazil, while always nurturing a close and genuine connection with everyone who wears the brand.

Photo Filippo Fior As the sun dipped below Shanghai’s futuristic skyline, Hermès unveiled the second installment of its Fall‑Winter 2025 collection—aptly named “Chapter Two”—along the shimmering Huangpu River. Pivoting orange panels on the runway spun open, revealing the Lujiazui skyline and framing an immersive scene of modern elegance and urban energy. An Urban Stage in Motion Photo Filippo Fior Located at North Bund Bay, the ephemeral modular set featured floor‑to‑ceiling shutters that opened in tempo with each model’s stride—serving as a metaphor for a woman in constant motion and transformation. Nadège Vanhée’s Cosmopolitan Explorer Photo Filippo Fior Artistic Director Nadège Vanhée continued her “Chapter Two” narrative, first introduced in Paris, evolving it into a story of a youthful, cosmopolitan explorer. Infused with Shanghai’s vibrant allure, the collection balances the grit of the metropolis with Hermès’s refined equestrian legacy. Looks were haute and practical—leather micro‑shorts, fingerless gloves, windbreaker‑jeans hybrids, headphones slung casually around necks, and bright sweaters tied at waists. Silk foulards and Kelly bags—strapped cross‑body or belted high—echoed the Birkin origin story: function meets luxury. Photo Filippo Fior In contrast to Chapter One’s midnight tones with citrus accents, Shanghai brought a palette of rich ochre, burnt orange, dusk blue, and dusky reds. A tapestry of leather, nylon, cozy shearling, and metallic‑embellished riding boots delivered layered textures with urban flair. Equestrian Heritage & Braiding Photo Filippo Fior The timeless equestrian braid returned as a central motif—woven into silk linings, leather trims, and echoed in braided hairstyles—paying homage to Hermès’s roots as a harness maker since 1837. Vanhée described braid-work as a metaphor for “weaving together different cultural influences,” a tribute to craft and global femininity.

'CELEBRITY' COVER EDITION - GLOBAL ISSUE Creator / Photographer: @demmacedo / Videomaker: @bnacacio / Makeup: @biancabelmonnt / Hair: @dariobion / Styling: @rglauber_ / @kaue.big / Backstage: @a.mariamamonteiro / Studio: @nasulstudio / PR: @pacrosara / Looks: @linovillaventura @domregisvieira @mr.dsuits @converse_br (Lema group) Hooks Magazine, an international reference in fashion and culture, celebrates in its Celebrity Edition the couple who captured Brazil’s heart: Jakelyne Oliveira and Mariano . Featuring exclusive photos by renowned photographer Anderson Macedo , the editorial is part of a project that highlights diversity and democratic beauty, showing that “EVERYONE IS IN FASHION and ART IS IN EVERYONE!” Jakelyne Oliveira, Miss Brazil 2013, has built a solid career as a TV host, model, and actress, captivating her 2.7 million followers with elegance and authenticity. Mariano, from the famous sertanejo duo Munhoz & Mariano, has amassed 3.9 million followers, winning over the public with his charm and charisma — not to mention hits like “Camaro Amarelo.” They met in 2020 during the reality show A Fazenda 12 and quickly became a symbol of true love, affectionately nicknamed “Malyne” by fans. Five years later, they continue to inspire not only as a couple, but also as style icons, talented individuals, and a true example of genuine connection. We had an exclusive interview with the couple — check it out below: Jakelyne Oliveira 1. From Miss Brazil to host and actress, your career has been marked by reinvention. How do you balance your professional ambitions with your personal life, especially under the spotlight? I believe balance comes from self-awareness and the ability to prioritize each stage of life. I’ve always been very determined when it comes to my professional goals, but over time, I’ve also come to understand that personal life is the foundation of everything. Being at peace with myself, with my family, with the people I love — that gives me the strength to move forward in my career. Of course, living in the public eye requires emotional maturity and knowing how to filter what’s worth absorbing and what’s just noise. The key is to never give up who I am, no matter what role I’m playing — whether on the runway, on TV, or in life. 2. Your wedding was one of the most anticipated events for your fans. What was the most emotional moment for you — the one that made it feel like YOUR fairytale, and not just a spectacle for the public? It was never a spectacle for the public — it was always our dream. The attention it received was simply because we’re recognized by the media and have fans who, just like us, dreamed of that moment. My fairytale began the moment I was proposed to, but the most emotional part was when the doors opened and I walked toward Ricardo. 3. Known for your impeccable style, how does fashion help you express your identity — both as an artist and as part of this power couple? Fashion has always been an extension of my personality. Every look I choose reflects a bit of my mood, the moment I’m living, and the message I want to convey. As an artist, it allows me to play with different versions of myself, to reinvent, to dare. And as part of a public couple, fashion also becomes a form of connection — we inspire each other, complement each other, and have fun with it. It’s almost like telling our story through style, with authenticity and harmony. Mariano: 4. From “Camaro Amarelo” to being half of Brazil’s most beloved couple, how has love changed your creative process? Do you feel your music is evolving with this new chapter? Although Munhoz & Mariano became known for more playful and upbeat songs, my personal taste has always leaned toward the romantic. In fact, most of my compositions are love songs. Our relationship has only deepened something that was already part of me — love has become an even stronger source of inspiration! 5. You met during a reality show, where everything is heightened. What about Jakelyne off-camera surprised you and made you realize she was ‘the one’? She surprised me in every way, you know? People often make the mistake of judging others without truly knowing them. When you see Jakelyne — with all her elegance and poise — you’d never imagine the incredible person she is: simple, humble, generous, loyal, and a true partner. I started noticing all of that while we were still on the show. So by the time we left, I was already completely in love. 6. The fans of 'Malyne' are incredibly dedicated. What was the most unexpected tribute you’ve received, and how does that inspire both of you? The Malynes are amazing, and the tributes are always incredible — it’s hard to pick just one! What moves us the most is seeing that even five years after the reality show, they continue to support and encourage us. That inspires us to keep pursuing our separate careers and also strengthens us as a couple.

'MAN' COVER EDITION - JUNE 2025 ISSUE Cover Photographer: @rodrigobacellar__ / Editorial Photographers: @rodrigobacellar__ and @ogabryelsampaio / Retouching: Daniela Rocha “My job is to make the complex simple.” The quote by U.S. Supreme Court Justice Oliver Wendell Holmes Jr. perfectly captures the story of João Paulo Campos. A lawyer by destiny, a strategist by vocation, and a communicator by nature. With a path that blends sports, entertainment, digital influence, business strategy, and culture, João has built a unique approach to practicing law — one that is more human, effective, and genuinely connected to people. For him, a meaningful career is rooted in the triad of mind, body, and spirit — the pillars of a coherent life. In this interview, the founder of Campos, Neto & Lima Advogados shares the behind-the-scenes of his journey and reveals why his ability to solve problems — with both skill and sensitivity — has become his most distinctive trademark. João Paulo Campos alongside partners: Lázaro Neto and Renata Gabriella Ferreira Lima EXCLUSIVE INTERVIEW: You’ve said that law wasn’t your first choice. How did this career come into your life? Law was never part of my plans. I played basketball, got an opportunity, and went to the United States with the dream of pursuing a career in sports. But in 2008, the economic crisis changed everything — funding was cut, and I returned to Brazil without a clear direction. My father, who works for the Federal Police, suggested I study Law. And so I did. At first, without much clarity, but with discipline. Little by little, I started to find meaning. Today, I’m completely passionate about what I do. You’ve always seemed to walk outside the traditional legal path. Was that intentional? It was something natural. Instinctive. I studied Law and Advertising at the same time because I’ve always loved people, communication, observing the world. While many spent hours immersed in legal doctrine, I spent my time listening to people — understanding their conflicts, their pain, their behind-the-scenes stories. That always fascinated me. I worked with athletes, marketing, entertainment, started businesses, studied for public exams, worked as a legal correspondent. Little by little, I realized I didn’t want to be just a lawyer — I wanted to be someone who solves. That shift made all the difference. I became a problem-solver! That idea of solving problems has become your trademark. Where does it come from? It comes from experience. More than a legal opinion, the client wants to be understood. They want someone who can see what lies behind the conflict, who truly grasps the issue — and solves it. Technique is essential, but it’s not enough. What builds loyalty isn’t the legal theory — it’s the delivery. I often say: “Bring me a problem, and I’ll give you three solutions.” A good lawyer doesn’t need to impress — they need to solve. You have a very strong communication style. Does that come from your background? It comes from everything: the streets, concert halls, the books I read, the operas I watch. I’ve always had a natural ease with communication — but more than that, I’ve always been a keen observer. I listen closely, read the room, and adapt easily. That works in a courtroom, in a business meeting, or in casual conversation. Communication, for me, is a bridge. I like to connect and convey trust. Many people got to know you for brokering multi-million dollar deals in football. How did that happen? It was one of the biggest opportunities that came my way. I was invited by a company from Dubai to broker a crypto investment proposal for Santos FC, which involved $60 million. Then came Corinthians, other clubs, international businessmen… That’s where I stood out — I understood the game and learned how to swim with sharks. Today, I work with everyone from players to major entrepreneurs and investors. Besides being a lawyer, you have an artistic side that surprises people. How does that manifest in your life? Art has always been part of who I am. I’ve played several instruments since childhood, but my favorite is the piano. I’ve performed in recitals, and I’m really into jazz and classical music. I’m also passionate about reading. I’ve become the kind of person who reads a lot — from technical books to philosophy, biographies, and literature. That gives me range, it calms me, helps me navigate the world with more clarity, and allows me to bring a lighter, more approachable tone to the legal world. And on social media? How do you balance that intellectual tone with an active digital presence? Naturally. I think people who try to “perform” all the time end up being exhausting. I just show who I am: someone who reads, plays music, studies, and solves problems. And that resonates. My followers become clients, my clients become partners. Digital influence helped me reach places traditional networking might not have. Who is João Paulo outside of court cases and meetings? Someone guided by the trio of mind, body, and spirit. Someone who seeks balance. I study, take care of my health, and value genuine connection. I enjoy being out in the world, listening to people, constantly learning. I don’t believe in success that’s disconnected from purpose — and my purpose is to stand by those who need me.

Photos Disclosure Essense Company Founded in 2020, Essense Company quickly earned its place in the contemporary fashion scene with an authorial approach that blends minimalism, urban design, and exclusivity. With oversized silhouettes, asymmetrical cuts, and high-quality fabrics, the brand creates pieces that move seamlessly between functional elegance and aesthetic innovation. The Puffer Jacket: An Icon of Identity and Craftsmanship The Puffer Jacket is Essense’s signature piece — a symbol of the brand’s commitment to bold, distinctive design. Created without direct references or external guidance, it embodies the brand’s perseverance and technical skill in overcoming complex challenges. More than just outerwear, the Puffer is a statement: proof that innovation can thrive independently, resulting in sophisticated, enduring pieces that stand shoulder to shoulder with the world’s leading fashion icons. In-House Production and the Value of Artisanal Craftsmanship In-House Production and the Value of Artisanal Craftsmanship Essense maintains strict quality control through a dedicated in-house team, embracing artisanal processes in an industry increasingly dominated by outsourcing. While this model comes with higher operational costs and slower scalability, it ensures exclusivity and ongoing innovation. Direct contact with production allows the team to test materials and techniques that expand creative boundaries, solidifying the brand’s place as a benchmark in independent fashion design. Fashion, Art and Culture: A Creative Fusion Every Essense collection is born from a layered narrative, where fashion, art, and culture converge. The brand’s visual campaigns are crafted to reflect this synergy, often shot in striking, unconventional locations that mirror the brand’s aesthetic and conceptual depth. Since its Winter 2022 collection in Iceland, Essense has shown a commitment to storytelling that goes beyond garments—creating immersive and sensory-driven fashion experiences. Athletic Studios: Expanding Minimalism Into the Performance Realm The launch of Athletic Studios marks Essense’s thoughtful expansion into the performance space. Designed for those who see training as both a personal ritual and a social moment, the line combines functionality with minimalist aesthetics. From silhouettes to premium fabrics, Athletic Studios retains the core identity of Essense while offering a refined and authentic alternative for those seeking style with intention in the fitness world. Community and Exclusivity: Building Genuine Connections Essense nurtures an engaged community that follows the brand’s evolution closely, with exclusive access to launches and behind-the-scenes content. This proximity fosters a genuine bond between brand and consumer, grounded in transparency and the value of craftsmanship. At Essense, each client is seen as part of the family — reinforcing a culture rooted in authenticity, connection, and mutual exchange. Exclusive Interview: 1. Essense was born with a minimalist and authorial vision, and quickly gained recognition for its strong design identity. How would you define the brand’s creative DNA today, five years after its launch? From the very beginning, one of our core principles was to preserve our identity from start to finish — staying true to our ideas, concepts, and, above all, our authorial approach. In today’s fashion industry, you either adapt to trends or accept the challenge of staying authentic. At Essense, we chose the harder path — to remain faithful to our vision. Now, five years later, we’re seeing the rewards of that decision, being recognized for the values we committed to from the start. 2. The Puffer Jacket has become a true icon of Essense. What does this piece represent for you, and how does it embody the brand's aesthetic and conceptual values? Developing this piece was a much bigger challenge than we anticipated — and looking back, it’s incredibly rewarding to see that it has become the hallmark of our brand. Creating something so complex, similar to what we see from major names like Moncler or The North Face, without any external guidance, relying solely on determination and dedication, and arriving at this result — that’s something we’re very proud of. This jacket was the turning point that led us to establish our own production unit and creative space, especially considering how difficult it is to create high-level products in PL (private label) in Brazil. It represents our dedication, persistence, and desire to stand out. It made us realize we are truly a winterwear brand — capable of creating anything, of doing things differently. 3. Choosing to keep production in-house and valuing manual craftsmanship is increasingly rare in today’s fashion industry. What are the challenges and advantages of this model? There are pros and cons to everything, and we chose this model because it’s the only way to produce pieces as intricate as ours. Being in daily contact with our creative process and material testing allows us to envision a future without limitations — and that’s only possible by keeping everything internal. Of course, the downside is a higher operational cost and a slower growth capacity, because this model demands genuine investment in your team. The work of seamstresses is becoming increasingly artisanal and rare, and skilled labor for this kind of craftsmanship is getting more expensive. So the challenge is to constantly keep our collaborators engaged and aligned with the company’s mission.   4. The brand is known for its impactful visual campaigns. How does the narrative of an Essense collection come to life, and how do fashion, art, and behavior intertwine in this process? Since our first international campaign, the 2022 winter collection shot in Iceland, we understood that this was the format we wanted to follow. Creating campaigns like this is only possible because we internalize as much as we can, relying minimally on external resources. The narrative begins from the moment we develop the first piece, when we create the entire scope of the campaign — from the choice of location, the story to be told, the theme, to the main element that will define the campaign. We always choose places that have some connection to the brand — unconventional locations where the story resonates in a meaningful way. From our perspective, fashion, art, and behavior are one and the same, moving together. When we manage to develop a collection that uniquely showcases all three elements, it means the work has been successfully done.   5. The recent creation of the Athletic Studios line marks an expansion of the brand’s universe into the training realm. How was the development process of this line, and which Essense elements did you make sure to preserve? The passion for sports is very strong in the lives of Mauro Farinetti and Guilherme Padroni. Over the last two years, we included some training drops within Essense, which proved that soon we would need to plan something bigger. ATHE`TIC. STUDIOS emerged at just the right time — a training brand for those who love to train, where the main goal isn’t necessarily performance but simply enjoying the moment, embracing your practice, your inner self, the connection between you and your body, or the time shared with friends. Creating A`S. is a dream come true, a way to break the routine, reach new horizons, and connect with new people. We preserved the brand’s minimalist identity, the playful nod to Essense in the logo, the creative process, the use of high-quality materials, and a fully internal production process, staying true to the roots of the parent brand, Essense Company.   6. In times of fast fashion and mass consumption, Essense chooses limited runs and a deeper connection with its audience. How do you build such a loyal and engaged community around the brand? The close relationship we maintain with our customers has become one of the brand’s strongest pillars. Today, thousands of members choose to stay close to us through WhatsApp groups, where they receive updates on campaigns, discounts, and special actions. This creates a mutually beneficial exchange. Some pieces are released exclusively for this select group of fans and never reach the general public. The engagement and community developed organically, born from people who loved the brand and wanted to get closer to the production process, understand more about the day-to-day, and witness the creation of something that is, in many ways, handcrafted. We tell stories, share our truth, and highlight our handmade approach—the power of doing a lot with little. I believe that authenticity in our work creates a strong connection between brand and customer. We treat our clients like family, like part of our team.

Learn How to Wear the Color of the Moment During Your Workouts Each season, fashion crowns a new color of the moment. This time, it's blue — especially light blue and baby blue — taking center stage on the runways and in new collections. And it doesn’t stop there: the trend is making its way into gyms through stylish fitness looks. According to DLK Modas, blue conveys serenity, balance, and confidence — qualities that align perfectly with the wellness world. “In fitness outfits, especially in lighter shades like those featured in our Aura collection, blue also brings a sense of lightness, freshness, and sophistication. It stands out as a versatile, modern, and welcoming choice — perfect for those seeking style with purpose.” Photo: Ágatha Sá | Photographer: Rafael Piedade For those looking to embrace the trend, the brand shares some golden tips. “The secret is to start with key pieces, like light blue leggings or sports bras, and pair them with neutral tones such as off-white, gray, or sand. For those who like to be bold, blue also pairs beautifully with vibrant colors like coral, pink, and even cherry red — creating contrasts that elevate the look. The key is balance: if the blue piece is the statement, keep the rest of the outfit clean to let the color shine.” Influencer: Lis Aguiar | Photo: publicity According to the brand, socks have become an essential fashion accessory in the fitness world. “The trend now is statement socks — whether through vibrant colors, phrases, or textures. Light blue socks, for example, add a fashionable and fresh touch to the outfit, especially when paired with white sneakers and neutral-toned looks. They can definitely match with various colors, but ideally, they should connect with another element of the outfit to create visual harmony.” Photo Disclosure DLK is betting on a palette of sophisticated blues, with a focus on sky blue — a shade that brings freshness and delicacy. “Our collection features leggings, jumpsuits, and crop tops with impeccable fits and high-tech fabrics that enhance both the color and the body. The idea is to show that blue goes far beyond the basics: it can be the star of a fitness look that’s modern, elegant, and full of attitude.” Influencer: Tamylle Oliveira | Photo: Publicity DLK’s bet on blue is to turn it into a new classic. “Instead of treating blue as just another option, we highlight it as a centerpiece in monochromatic and modern coordinated looks. The Aura collection reinforces this approach, with timeless silhouettes and high-performance fabrics that enhance the shade and elevate the customer’s experience — both in aesthetics and performance,” the brand concludes. Influencer: Aline Mineiro| Foto: Promotion

Mayari Jubini - PHOTOS DISCLOSURE ARTEMISI - Photographer - @muraca___ Mayari Jubini’s journey reads like a tale of overcoming obstacles and creative genius. At just 30 years old, the designer behind Artemisi has already dressed names like Katy Perry, Demi Lovato, Anitta, and Xuxa, transforming bodies into living sculptures that challenge conventional fashion. Mayari Jubini as a child, in a photo from her personal archive. Her brand? A bold fusion of haute couture, technology, and handcrafted art, where steel, wood, resin, and crystals coexist with 3D printing and kinetic engines. From Brasil to the World Mayari Jubini - PHOTOS DISCLOSURE ARTEMISI - Photographer - @muraca___ Mayari built her creative identity far from the traditional fashion centers. Her turning point came when she decided to ignore trends and dive into her own aesthetic: high-tech futurism with artisanal roots. Global recognition arrived with looks on international celebrities and breathtaking shows at São Paulo Fashion Week — earning Artemisi awards such as "Runway of the Year" and "Beauty of the Year." Katy Perry wearing looks by Artemisi. Photos Disclosure Internet Fashion as a Sensory Experience Photos Disclosure Artemisi - Photographer - @johnnymoraesph At Artemisi, a look is never just clothing. It can be a steel structure molded over months to achieve ergonomics, a piece adorned with 70,000 hand-applied crystals, or a dress that transforms with mechanical movements. "Each creation is a problem solved with innovation," explains Mayari, who approaches design as poetic engineering. Her unconventional materials require unique formulas — like the 3D pieces, which undergo anatomical studies to become wearable. Photographer - @johnnymoraesph The Future is Authenticity Celebrities wearing looks designed by Artemisi — Deborah Secco, Anitta, Demi Lovato, and Dulce Maria. While fast fashion mass-produces, Mayari proves there is room for handmade creations with a technological soul. "Creating worlds is the new luxury," she says, whose brand has already been featured in publications from the US, Japan, France, and beyond. The next chapter? International expansion and surprising collaborations, driven by demand from global clients. Why Artemisi Matters Mayari Jubini - PHOTOS DISCLOSURE ARTEMISI - Photographer - @muraca___ Mayari Jubini doesn’t follow rules — she redefines them. Her looks are expressions of a Brazil that dares to invent the future, blending tradition and avant-garde. In an increasingly homogeneous fashion landscape, Artemisi is a reminder: true innovation is born when art, technique, and boldness come together. 3 Signatures of Artemisi: Technology with soul : 3D printing plus hand-painted details. Unusual materials : Steel, resin, and wood become a second skin. Celebrities as collaborators : From Demi Lovato to Katy Perry, artists seek her disruptive signature. We conducted an exclusive interview with Mayari; check it out below: 1. Mayari, your journey began in a community in Cariacica, and today you dress global icons with creations that blend art, technology, and artisanal luxury. What moment do you consider the true turning point in your career? Artemisi’s trajectory had several turning points, each revealing a new dimension of our identity. One was when I created a collection fully aligned with what I truly believed in aesthetically — which is the aesthetic I work with today — a fusion of the future, high fashion, and technique. Another decisive moment was when I dressed Demi Lovato for the first time. That marked the beginning of our international presence, which later expanded with names like Katy Perry, Usher, among others. And of course, the fashion shows were also extremely significant; they resonated in many countries and showed the world even more who we are. Mayari Jubini - PHOTOS DISCLOSURE ARTEMISI - Photographer - @johnnymoraesph 2. Artemisi is known for blurring the lines between fashion, art, and technology. How does a look from the brand come to life — from concept to celebrity’s body? I grew up surrounded by art — it’s not just an influence, it’s part of who I am. That’s why every look is born as an extension of this intimate and visceral relationship with artistic creation. Nothing is generic. Each piece is thoughtfully and specially crafted. For me, creation is a deep and intense process. I revisit everything that has touched me throughout my life and transform it all into an aesthetic — the world of Artemisi. It’s a dive that materializes into shapes, textures, and material choices that dialogue with technology and handcrafted work. I’m truly happy to see that this universe is desired by artists and personalities worldwide. I have immense respect for everyone who approaches Artemisi because I know it’s not just about wearing a garment — it’s about collaborating in building an image, a symbol. 3. What has been the biggest technical challenge you’ve faced in a creation? Since I’m always challenging myself — exploring innovative techniques and unconventional materials — challenges are a constant part of my process. They’re not exceptions; they’re almost the rule. A striking example was in the last fashion show, with a look that combined fashion and kinetic art. It was powered by a motor specially developed for the piece, made of wood, laser-cut, and finished by hand. As it moved, elements of the look formed new visual patterns. It was a complex work that demanded technical precision and artistic sensitivity. Another major challenge was a piece made entirely of steel. It took months of development, molding such a rigid material ergonomically. There was also a look with over 70,000 crystals applied manually, one by one. Mayari Jubini - PHOTOS DISCLOSURE ARTEMISI - Photographer - @muraca___ 4. The use of unconventional materials like steel, wood, resin, and 3D printing redefines what we understand as “clothing.” How do you balance innovation and functionality in your creative process? This is one of the central points in my creative process. Functionality is something I consider very rigorously — not just as a complement, but as an essential part of the technique. When I create a look, I’m not just building an aesthetic: I’m solving a problem, finding unprecedented solutions for forms that don’t yet exist. Each innovative piece demands a new formula. There are no ready-made paths when working with innovation and unconventional materials. For example, with the 3D-printed pieces, there’s a whole ergonomic and technical study to ensure the structure molds perfectly to the body. I unite concept and experience. That’s why every Artemisi piece is, at once, sculpture and engineering. 5. In a world dominated by fast fashion, your artisanal and highly technological approach goes against the grain. How do you see the future of fashion in light of this contrast? I believe Artemisi’s success happened precisely because of that — I didn’t follow others’ paths; I wanted to create my own. I reached a market niche that was exactly looking for what I’ve always loved to create — a unique and innovative universe. Today, more than ever, true creation — the kind that dares to be different — will be the new luxury. Fast fashion, with its logic of repetition and speed, will have to reinvent itself. The future belongs to those who create worlds. Mayari Jubini - PHOTOS DISCLOSURE ARTEMISI - Photographer - @muraca___ 6. What’s the next step for Artemisi? Can we expect collaborations, expansion, or new immersive experiences? Yes, definitely. Artemisi’s next steps are strongly tied to the brand’s internationalization. We’ve been seeing increasing interest from international personalities, which is naturally guiding our expansion beyond Brazil. All the latest custom-made looks I’ve created were purchased by artists from abroad — one from Thailand, another from the United States, and another from Colombia, for example. In addition, we’re constantly developing new creations and experiences. And very soon, we will be launching a very special collaboration.

On June 8, 2025, the Radio City Music Hall witnessed a convergence of two commanding forces: performance and fashion. This year’s Tony Awards not only celebrated the brilliance of Broadway, but turned the red carpet into a theatrical production of its own — dramatic, expressive, and deeply personal. Photography: Getty Images, Associated Press Below, a curated look at the most striking winners and what they wore on a night where every ensemble told a story. Sarah Snook – Best Leading Actress in a Play Sarah Snook attends the 78th annual Tony Awards at Radio City Music Hall on June 8, 2025, in N.Y.C. /Dimitrios Kambouris/Getty  She arrived last — and left as a winner. Sarah Snook stunned in a butter-yellow, form-fitting gown embellished with diamond-like crystals. Radiant and refined, her look perfectly mirrored the duality of her role in The Picture of Dorian Gray. It was classic Hollywood with a modern feminist twist — and it sealed her as both a stage force and a style icon. Cole Escola – Best Leading Actor in a Play Cole Escola attends The 78th Annual Tony Awards on June 8 in N.Y.C. Credit Dimitrios Kambouris/Getty  The red carpet had its most theatrical moment with Cole Escola’s appearance in a custom Wiederhoeft gown — powder blue, beaded, corseted, and layered with a silver sequin train. A tribute to Bernadette Peters, complete with a voluminous auburn wig, this look didn’t whisper — it declared. Escola’s message to queer youth on stage echoed the spirit of the look: “You’re right. Everyone else is wrong.” Cynthia Erivo – Host & Fashion Performer Cynthia Erivo attends The 78th Annual Tony Awards on June 08, 2025 in New York City. Credit Dimitrios Kambouris/Getty  The evening’s host didn’t just lead the show — she embodied it. Erivo opened in a couture Schiaparelli champagne gown, architectural and otherworldly, and went through a series of theatrical wardrobe changes that blurred the lines between host, muse, and goddess. Each look was a visual act in its own right, adding drama and depth to every moment on stage. Audra McDonald – Veteran Elegance Audra McDonald attends the 78th Annual Tony Awards on June 08, 2025, in New York City. Credit Dimitrios Kambouris/Getty Broadway royalty demands regal attire — and McDonald delivered. Her dramatic black sequined gown, with a purple train and long braided ponytail, was as commanding as her presence onstage. It wasn’t just a look; it was a portrait in power. Sadie Sink – The New Gen Muse Sadie Sink attends The 78th Annual Tony Awards at Radio City Music Hall on June 08, 2025 in New York City. Credit Michael Loccisano/Getty Shining in silver Prada with a bold red lip and architectural bow, Sadie Sink brought old Hollywood glamour to Gen Z. Nominated for John Proctor Is the Villain, she embodied the promise of a new era of Broadway — one that’s fearless in both fashion and form. Amal & George Clooney – Effortless Elegance Photo JOHN NACION//GETTY IMAGES While George brought his signature silver fox charm in a classic tux, Amal Clooney stole the spotlight in an ivory haute couture gown by Tamara Ralph, adorned with delicate pearl beading. Their presence on the red carpet wasn’t just elegant — it was cinematic. Nicole Scherzinger & Sarah Paulson – High-Impact Statements Nicole Scherzinger attends The 78th Annual Tony Awards on June 08, 2025 in New York City. Credit Dimitrios Kambouris/Getty Nicole lit up the carpet in a fiery red Rodarte gown, her Broadway debut glowing in both voice and velvet. Paulson, always pushing visual boundaries, stunned in a monochrome Schiaparelli — graphic, sculptural, and bold. A masterclass in fashion with conviction. Sarah Paulson poses on the red carpet at The 78th Annual Tony Awards on June 8, 2025, in N.Y.C. Credit Dimitrios Kambouris/Getty Fashion as Performance At the 2025 Tony Awards, every outfit was more than just a look — it was a role, a symbol, a soliloquy. From Snook’s ethereal glow to Escola’s unapologetic defiance, from Erivo’s costume-like couture to McDonald’s majestic silhouette, these artists proved that the stage is only part of their performance. The rest? It’s what they choose to wear.

Photos Marllon Oliveira Influencer Camila Dias is in Turkey to shoot the launch campaign for her first perfume, named Gênesis. The choice of country came directly from her audience: she held a poll on social media offering three destinations — Morocco, Spain, and Turkey — and her followers' decision set the course. The first stop was in Cappadocia, where Camila took part in the traditional hot air balloon ride and visited iconic tourist spots. The entire trip is being funded with her own resources, and to help make the project possible, she also brought along specific advertising campaigns designed to be carried out during the tour. The perfume doesn’t have an official release date yet. The pre-sale, which was originally scheduled to begin during the trip, was postponed after the influencer decided to make last-minute changes to the packaging. “I want to deliver a product that truly represents my essence and that of my followers. This is my first launch, with no previous collaborations, and I want to do everything with the utmost care,” she explained. In addition to Cappadocia, the influencer will travel to Bodrum, Ephesus — the city that gives its name to the biblical book of Ephesians — and will wrap up the campaign in Istanbul.

'BUSINESS' COVER EDITION - JUNE 2025 ISSUE Makeup & Hair : @willbeautyartist / Fashion Production/Photography: @nandoo.rib / Studio: @ogabrielnery / Outfits: @m.natostore / Tailoring: @anaalcantaralima / Cake: @ilovecake.mga 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!