In the face of the BANI world, in which consumer behavior changes faster every day and their demands rise increasingly, the demand for innovation and organizational effectiveness follows the same path. The present work carried out a case study on Zaya Leblon to understand and identify which were the innovations used in the establishment and how was the decision-making process for the innovations carried out by the company. The implementation of these innovations and the stages of the decision-making process in the establishment were addressed. To analyze these points, priority was given to a qualitative, exploratory and descriptive research and eleven interviews were conducted with Zaya Leblon s partners, employees and clients.