MARIBEL & MYRIAM YÉBENES
Founders and visionaries of Maribel Yébenes Center, where advanced aesthetics bridges generations.
“THE MOST SACRED PART IS WITNESSING A TRANSFORMATION THAT HAPPENS NOT ONLY ON THE SURFACE, BUT IN SELF-ESTEEM, IN THE WAY WOMEN RETURN TO INHABITING THEIR SKIN, THEIR AGE, AND THEIR DESIRES.”
About MARIBEL & MYRIAM YÉBENES
A Beauty Born from Two Gazes and One Heartbeat
There are family businesses. And then there’s them: mother and daughter who have turned beauty into something deeper than a reflection in the mirror, into a secret language that reveals what we sometimes don’t even know how to name.
Maribel Yébenes, a pioneer of advanced aesthetics in Spain, founded in Madrid an institute that has become synonymous with excellence and trust. There, each treatment is almost a bespoke creation, designed to enhance what makes every woman unique, to sustain her over time, and to offer a moment of pause and profound care. Maribel doesn’t aim to erase the passage of time, but to understand it—and to bring light back to faces longing to recognize themselves and stay true to who they are.
Beside her, Myriam Yébenes grew up understanding that beauty isn’t a formula, but a deeply personal experience. She trained in aesthetics and dermo-aesthetic nursing, adding her own sensitivity and contemporary vision to her mother’s legacy. Today, she leads the brand’s expansion, bringing a fresh perspective that knows how to read in a face not only what is seen but also what is felt.
But the most powerful things don’t happen only in their treatment rooms or in the labs where protocols are crafted. They happen in the glances mother and daughter share, in the words left unsaid that are enough to understand each other. They happen in the mutual pride, in the certainty that their shared story is also a refuge. Because between them exists something deeper than a business partnership: a bond so profound it has transformed their work into a legacy, and their surname into a form of care.
Together, they’ve elevated their family name into something far more than a brand. They’ve turned it into a sanctuary where beauty isn’t about hiding anything but honoring the marks life leaves behind. In their treatment rooms, ministers, artists, creators, and women who may never appear in headlines have found solace—the kind of women who, in their quiet determination, hold up the world.
Now, their philosophy is crossing oceans to Mexico, where they begin a new chapter alongside El Palacio de Hierro. Not to promise eternal youth, but to prove that every story deserves to shine.
Maribel and Myriam don’t sculpt faces. They sculpt confidence. And perhaps that is the rarest and most precious form of beauty there is.
1. In an industry where trends change as quickly as the seasons, what has remained unshakable for you over nearly five decades?
Trust. That invisible thread that binds two people when one places her face, her skin, and sometimes her most intimate story in the hands of another. Almost fifty years have passed, and everything else has changed—the techniques, the technologies, the protocols. But the essential heartbeat remains: that every woman who walks through our doors feels heard, respected, and protected. Beauty without trust is merely surface.
2. When someone enters your institute, what is the most sacred moment for you?
The most sacred moment is when a woman lowers her guard and dares to speak about what truly worries her. That’s where the real work begins. The most profound transformation isn’t just about the skin—it’s witnessing how a woman returns to inhabiting herself, reconnecting with her reflection, her age, and her own desires. That can’t be achieved with machines alone, but with attentive listening and genuine connection.
3. In your world, innovation is constant. How do you prevent what’s new from drowning out the essence that defines you?
We’re passionate about staying up to date with every new advance, but we always apply a filter: it has to make sense for the woman in front of us. We never chase the latest machine just because it’s a trend. Newness is only valuable if it helps preserve what’s most precious—the natural truth of each face. For us, innovating doesn’t mean changing everything; it means preserving what’s genuine and giving it light.
4. You’ve shared so many years in this profession together. Is there a moment that stands out as particularly significant in your journey as mother and daughter working side by side?
We could name hundreds, but perhaps the most powerful realization has been discovering that, despite coming from different generations, we share the same passion and the same code of values. We’ve learned to listen to each other, even when we don’t entirely agree. And we’ve discovered that we might look at a face differently… but always arrive at the same place: caring deeply for the woman sitting in front of us.
5. After so many decades as a reference in beauty, how do you approach the very first meeting with a new client?
We never think first about machines or protocols. We think about stories. Each face is a narrative written with joy, fears, losses, and dreams. When someone walks through our door for the first time, we want to know who she is, what she dreams of, and what worries her. Every treatment begins with a conversation, sometimes silent, where trust and care speak louder than words.
6. What would you say to women who feel they’ve lost touch with their beauty or with themselves
Don’t be afraid to look at yourself with kindness. Life changes us—our bodies, our faces, our spirit. And sometimes, after certain stages, it’s hard to recognize yourself in the mirror. But beauty isn’t about resembling someone else—it’s about reconciling with your own story. Our work has never been to transform faces into someone different; it’s to restore them to their essence so they can say again: “This is also me.”
7. How do you resist the siren song of perfection in an industry that still demands it so strongly?
Because we know that perfection is, in truth, the most boring thing of all. Every face has its own music, its own lights and shadows. We refuse to create identical molds for everyone. The beauty we care about is the one that respects identity. We want to enhance what already exists, never erase it. That’s our quiet form of rebellion.
8. What have you learned from each other in this shared journey?
Maribel:
From Myriam, I’ve learned to look forward, to open my mind to new ideas and technologies. To see that innovation doesn’t have to be at odds with warmth.
Myriam:
From my mother, I’ve learned that true luxury lies in serenity. Her way of listening and transmitting trust is the greatest legacy I can carry with me.
9. If you could sum up the Instituto Maribel Yébenes in a single sentence, what would it be?
Maribel & Myriam:
“What endures is not inherited, it’s honored.”