'BEAUTY' COVER EDITION - MARCH 2025 ISSUE
Micaela Souza graces the cover of the 'BEAUTY' edition of Hooks Magazine, sharing her inspiring story and impactful contributions to the beauty industry. An entrepreneur, women's mentor, and digital influencer, Micaela blends knowledge, purpose, and innovation into every step she takes.
With a degree in Marketing, a postgraduate degree in Advertising and a specialization in Leadership from Harvard, she has built a solid career over 10 years, helping businesses grow in the digital world. However, her journey took an even more personal and powerful turn when she faced one of the biggest challenges of her life: a melanoma diagnosis.
After two surgeries, Micaela experienced severe hair loss — a change that affected not only her appearance but also her self-esteem. It was during this time that she decided to revive an old project — the development of a hair vitamin. An idea born during her Biomedicine studies finally came to life.
The unique factor in Micaela's formula lies in the blend of modern science and ancestral wisdom. One of the key ingredients was discovered in London, derived from a rare plant with roots in Ancient Egypt — it is believed that even Cleopatra used this active element in her beauty rituals. Determined to offer something truly special, she brought this innovation to Brazil, creating a product that strengthens hair, combats aging, and restores its vitality.
But Micaela's impact goes far beyond the beauty industry. As a mentor, she empowers women in Brazil and Europe, helping them build confidence, gain recognition in their niches, and achieve financial independence. Her work extends beyond business strategies — it's about building self-esteem, overcoming obstacles, and believing in one's potential.
Balancing so many roles — entrepreneur, mentor, digital influencer, and single mother — is no easy feat, but Micaela embraces each one as part of her purpose. For her, the secret lies in living with intention, being fully present in every moment, and staying true to what she believes.
Her journey is proof that it’s possible to transform pain into strength, challenges into opportunities, and dreams into reality. Check out her interview with Hooks Magazine:
1: After being diagnosed with melanoma and facing challenges related to hair loss, what motivated you to develop a hair vitamin that combines science and tradition?
After being diagnosed with melanoma and facing challenges related to hair loss, my world was turned upside down. The emotional impact was profound, especially because, for me, appearance had always been a way to express my confidence and well-being. Seeing my hair weaken was a tough blow, not only physically but psychologically. I knew I couldn’t just passively accept it; there was something more I could do.
That’s when I revived a project I had started back in college, something I had always dreamed of but had taken a backseat due to life’s demands. I decided, with all my strength, that not only would I create something for my own recovery, but that it could also help other women going through the same pain. I wanted to bring something that combined the most advanced science with the ancient wisdom that we’ve always believed has the power to heal.
My own journey of overcoming challenges drove me to develop this hair vitamin—a solution that was more than just a product, but a true tool of transformation for myself and many other women. It was born from my own healing process, reclaiming my self-esteem, and realizing that we can be stronger than any challenge.
2: How did your experience of over 10 years helping companies stand out in the digital space influence the development of your innovative hair product?
My experience of over 10 years helping companies stand out in the digital space was crucial to the development of my innovative hair product. In the digital world, I’ve always been driven by the pursuit of innovative solutions, by the need to understand what truly connects people and solves their problems effectively. This directly reflected in the process of creating the hair vitamin.
I already knew how to identify a real demand, how to build a product that wasn’t just another one on the market, but one with a unique proposition and genuine added value. It was this mindset of innovation, deep research, and focus on results that guided me during the product development. I didn’t want to just create something beautiful or trendy; I wanted something that truly made a difference in people’s lives.
Furthermore, my experience in understanding the audience’s needs and how to communicate these solutions clearly and empathetically also helped create a formula that truly addressed a real demand. I wanted the customer experience to be flawless, from the first contact to using the product. This made the development process not only technical but also emotional, because I knew I was creating something that would make a difference in women’s lives, just as it did in mine.
3: Could you share more details about the active ingredient found in London, with roots in Ancient Egypt, that you incorporated into your hair formula?
During a trip to Dubai, I discovered a hair vitamin that delivered such rapid and impressive results that I became obsessed with uncovering what was behind its formula. Upon investigation, I learned that one of the main ingredients came from a rare plant, with roots in Ancient Egypt, believed to have been used even by Cleopatra in her beauty rituals. This plant not only strengthens the hair but also has powerful antioxidant effects that slow the appearance of gray hair and promote deep, lasting hair health.
My curiosity led me further, and after much research, I found that in London, scholars were developing innovative products derived from this ancient plant. I was fascinated and immediately contacted these experts, eager to understand how I could integrate this unique active ingredient into my own formula. After months of development, I decided to travel to London to see the process firsthand and ensure everything was perfect.
It was at that moment that the real revolution happened. When I incorporated this active ingredient into my formula, the results went beyond what I expected—much more effective than any hair vitamin I had ever tried. The transformation was so quick and evident that I knew I was dealing with something much bigger than just a beauty product.
This combination of ancient Egyptian wisdom with modern science became the key to truly effective hair care. And with this purpose in mind, I decided to bring this innovative formula to Brazil, so all women could experience this true hair revolution.
4: How has your academic background in Marketing, Advertising, and Propaganda, combined with your Leadership specialization from Harvard, contributed to your success as a mentor for women entrepreneurs?
My background in Marketing and Advertising gave me the essential tools to understand the power of communication and strategy, but what truly transformed me was the Leadership specialization from Harvard. It was there that I learned that leadership is not just about making decisions; it’s about inspiring and empowering others to believe in their own potential. True leadership lies in showing people that they have the power to go beyond, to overcome limits, and to achieve what once seemed impossible.
These learnings not only helped me build successful businesses but also gave me the vision of how I could impact the lives of women entrepreneurs. My mission, as a mentor, is exactly that: to show them that, with the right mindset and the right strategy, they are capable of conquering the world. I don’t just want them to follow a path to success; I want them to feel secure, confident, and in control of their own journey, without fear of standing out and making history.
When I look at each woman I mentor, I see immense potential. And that’s what drives me every day: to help these women discover themselves, believe in their strength, and achieve a stronger and more fulfilled version of themselves. That is what inspires me and, without a doubt, what has led me to success as a mentor.
5: What are the main challenges that women face when entrepreneuring in Brazil and Europe, and how do you help them overcome these barriers?
Women, both in Brazil and Europe, face challenges such as lack of confidence, prejudice in the job market, and difficulty balancing professional life with personal responsibilities. Often, they feel overwhelmed and undervalued, which can hinder their growth and success.
As a mentor, my focus is on helping these women overcome these barriers, starting with strengthening their self-esteem and confidence. Teaching them how to position themselves with authority and build a solid brand is essential for them to feel secure and recognized in the market. Additionally, I create a supportive space among the mentees, where they can share experiences and strengthen one another.
I believe that when we work on the mindset and provide the right tools, women become powerful leaders, able to turn challenges into opportunities and achieve the success they deserve.
6: How do you balance your multiple roles as a businesswoman, mentor, digital influencer, and mother, ensuring that each one receives the attention and dedication it requires?
Balancing so many roles may seem challenging, but the truth is, each one is an essential part of who I am. I approach my work as a businesswoman, mentor, digital influencer, and mother as a mission that aligns with my purpose of impacting the lives of many people, especially women. I don’t see these roles as burdens, but as an opportunity to live fully and aligned with what I believe in.
As a mother, I’m driven by the responsibility to be an example of strength, dedication, and transformation for my child. I know he is observing everything I do, so I strive to be an inspiration to him. Balance often comes from good organization and allowing myself to live quality moments with him, even on the busiest days.
Being a businesswoman and mentor is a passion that fills me and allows me to help women achieve their own dreams. I see my mentees as partners and dedicate myself deeply to each one, knowing that by helping them grow, I’m creating a network of transformation and empowerment. Technology and organization are great allies in balancing commitments and ensuring that I’m present in all my roles.
As a digital influencer, I connect with a wonderful audience that inspires me every day, and this connection fuels my journey. Each post, each interaction, is an opportunity to positively impact someone’s life.
The secret to balancing all of this lies in being fully present where I am, at the right moment. I live with intensity and purpose, knowing that my work and personal life complement each other. The key is the love for what I do and the commitment to my purpose: impacting lives and inspiring women to become the best versions of themselves. This keeps me motivated and gives me the strength to move forward with passion and dedication in every area of my life.
7: Being a single mother requires extraordinary strength to keep going, especially in the face of daily challenges. What keeps you motivated and strong, and how has this experience shaped your journey as an entrepreneur and mentor?
Being a single mother transformed me in ways I never imagined. When I found myself alone, with the responsibility of raising my child and still fighting for my dreams, it felt like everything was crumbling. I felt as though I was in ashes, as if I no longer had the strength to go on. But it was precisely in this moment of despair that I was reborn. Like the phoenix rising from the ashes, I found within myself a strength I never knew I had.
Every difficulty, every sleepless night, every tear I shed made me stronger. I learned to reinvent myself, to rise even when it seemed like there was nothing left. My child, with his smile and trusting eyes, was my fuel. I knew I couldn’t fail him. And it was this love, this unwavering strength of wanting to be the best version of myself for him, that kept me going. I became my own phoenix, rising with every challenge and turning each pain into a lesson.
Gradually, I realized that my story wasn’t just about overcoming adversity; it was about transforming into something stronger, more inspiring, and more determined. What seemed like the end was actually just the beginning of a journey of rebirth. Now, with more courage than ever, I continue my mission of helping other women rise, showing them that no matter how life knocks us down, we always have the ability to be reborn, stronger and brighter than ever.
Official product launch later this week.
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