Guilherme is a jumbled, womanizing aeronautical engineer, who at the moment is in love with his neighbor, beautician Sônia, but lives to enjoy life and women with the money earned by the helicopters he designs. His new release is called Carcará. One of the buyers of the machine is eccentric entrepreneur Olavo Pederneiras, who goes with a team to record an aesthetic program in the Amazon. But in a frame to destroy Guilherme, Norma Gusmão, friend and workmate, in love and despised by him, sabotages the helicopter, which crashes and kills Olavo, Sônia, journalist Márcia, writer and former doctor Alex, and chemist Mateus. Joana is a dermatologist who was abandoned by her mother at an orphanage; with the money she earned as an employee at Renato Reis' plastic-surgery clinic, she can find her thanks to a detective. But Sonia has just passed away. The fates of Guillermo and Joana intersect when she knocks on the door of her mother's house and finds the engineer taking care of her younger siblings. Ruined and feeling guilty for the deaths, Guilherme decides to adopt Klaus and Dominique, and to play forward the project of the beauty clinic Pure Beauty, which Sônia was about to inaugurate. As a good engineer, he gets into a lot of confusion, since he does not understand anything about cosmetics and beauty products. He and Joana fall in love and have a beautiful relationship until Norma again disrupts his life. And now he has the support of Renato, in love with Joana. Separated, Guilherme and Joana end up becoming rivals when she becomes a partner of the fun hairdresser Ivete--owner of the bustling Belezoca--and together they open the clinic Amor da Pele just in front of Guilherme, Pure Beauty. Between professional and amorous confusions, the passion between the couple only increases.