There are moments that don’t belong to the calendar, but to history. When Maribel Yébenes, a brand with over five decades of aesthetic lineage, decides to cross the Atlantic, it’s not merely a business expansion—it’s a cultural statement. Mexico, a land of contrasts, heritage, and profound sensitivity, now becomes the stage where the Yébenes name—synonymous with high-precision aesthetic medicine and a humanistic philosophy—opens a new chapter. One that speaks of beauty as consciousness, of skin as emotional geography, and of a kind of luxury that no longer needs to shout to be felt.
Por Claudia Valdez
This is not a conventional interview. It is a conceptual exchange with Maribel Yébenes, an undisputed pioneer in the art of skin care, and her daughter, Myriam Yébenes, both heir and disruptor, and creator of the MY Blissfulness concept, where aesthetics become a multisensory experience. Mother and daughter. Science and sensitivity. Tradition and vision.
What they shared with Topics That Transform was not just a set of answers—it was a vision, clearly and confidently articulated. A conversation not centered on the market, but on ideas. One that reveals how a cult-like aesthetic philosophy can be transplanted to a new continent without losing its depth.
EXCLUSIVe interview:
Beauty that breathes, that listens, that thinks
“Beauty is in transition,” says Maribel, with the authority of someone who has witnessed decades passing across the faces of thousands of women. “Today we celebrate the immediate, the visible, the sparkling. We want to return to the root: beauty as a conscious act, not as a consumer product. Skin is not a surface; it is a living territory.”
This is the foundation for MY Blissfulness, Myriam’s deeply sensory and personalized proposal. “We want aesthetic care to awaken the senses, to generate real well-being. We’re not looking for superficial transformation, but for intimate connection,” she explains. It’s a radical rethinking of what it means to look and feel well: less retouching, more ritual.
Maribel & Myriam Yébenes: Mother and daughter. Science and sensitivity. Tradition and vision.
Technology with a soul: criterion as the new luxury
While the industry applauds whatever is new, Maribel and Myriam celebrate what makes sense. “Technology without discernment is just noise,” says Myriam. “What defines us is how we use each innovation. We don’t follow trends. We design protocols that honor the body, that listen to what the skin actually needs. That’s Quiet Beauty.”
Over fifty years of experience have taught them that what is right is rarely the most spectacular. That’s why the expansion into Mexico is not a franchise, but a cultural translation. “We’ve incorporated Mexican elements—both aesthetic and symbolic—into the space, without ever losing the DNA of our brand,” says Maribel.
A legacy is not copied—it is reinterpreted
Myriam understands the challenge of inheriting a legendary brand without freezing it in time. “Challenging a legacy doesn’t mean breaking it—it means elevating it,” she affirms. “MY Blissfulness is 100% Yébenes, but also 100% new. We’ve expanded the brand’s sensitivity toward a continent that thinks and feels differently. That doesn’t happen by replicating—it happens by reimagining.”
For Maribel, watching her daughter translate that aesthetic universe into another emotional language is a form of rebirth: “Mexico doesn’t just open a new market; it opens a new heart for our story.”
“We design protocols that honor the body, that listen to what the skin actually needs.”
The new luxury is invisible
Talking about premium aesthetics with them isn’t about futuristic devices or sculpted furniture. “True luxury,” says Maribel, “is respect. For identity, for time, for each patient’s personal history. Luxury isn’t just what you see—it’s what you feel: empathy, listening, care.”
At the heart of their approach is the Firmness Index, a comprehensive diagnostic protocol that treats the face, neck, hands, and body as a map full of memory. Added to this is the emotional interview: “It’s not just about understanding someone’s skin type. It’s about understanding what moves them, what scares them, what they dream of. Every treatment is an act of presence,” explains Myriam.
An ethical manifesto shaped as a clinic
When asked what’s next, their answer isn’t measured in numbers, but in vision. “We’re not interested in opening more clinics just for the sake of expansion,” says Myriam. “We want to inspire real change. For Mexico to raise its standards in skin care. To understand that looking good isn’t about competing with age—it’s about embracing identity.”
Maribel nods: “Our new responsibility is to be a bridge—between generations, between cultures, between science and humanity.”
Epilogue: when skin tells the story
In a time when the artificial seems to have won the battle, Maribel and Myriam Yébenes remind us that skin doesn’t lie. That aesthetics can still be ethical. That taking deep care of oneself is a form of resistance. And that when it’s done with purpose, beauty doesn’t just show—it transforms.
