Exploring The Industry With Tina Davies

In this episode of “Inked Up,” we delve into the journey of becoming a master PMU artist, drawing inspiration from the incredible career of artists like Tina Davies.

Tina’s ascent in the industry, which includes launching her product line and continuous expansion, offers valuable insights and lessons for those aspiring to reach the pinnacle of success in the PMU world.

Join us as we explore the path to mastering the art of PMU and making waves in the industry, just like Tina Davies.



This podcast is brought to you by Highstoke, your trusted PMU growth partner, helping permanent makeup artists succeed through marketing, branding and scaling strategies.

Join us in each episode as we unravel the secrets of this ever-evolving industry and provide valuable insights to help you thrive as a PMU artist.

Danny Tran:

Hi Tina, how are you?

Tina Davies:

I am great, thanks for having me here. It’s so cool to be a guest.

Danny Tran:

This is uh, how does it feel to be on the other side, not having the Tina Davies show but you’re on the PMU World show now?

Tina Davies:

Hi everybody

Danny Tran:

So I don’t think we even need an intro, but today we have a very exciting guest.

We have a master artist, a master trainer, a globally recognized brand.

We have the one and only Tina Davies.

Many of you deem her as the queen of the industry and Tina, we’re just super excited to have you share a lot about your journey with us today.

You know, typically what we like to do here is highlight the journey of an artist and you know, you’ve kind of been through it all.

You’ve been an artist, you’ve been a trainer, you develop products, you, you’re now a global brand.

And I think one of the main things that people don’t talk about too much is like the challenges and the adversity and really the journey of going through all of that.

And so we’re so excited to highlight through all of that today.

And you know, share a little bit of your knowledge throughout this journey and get people very, very excited about what’s to come in the next couple of months here.

So let’s start, let’s start with this because everybody knows who you are, but share with us a little bit about your background, Tina, how did you even get into this industry?

Because I was you know, everyone that we talk to, it’s like we stumble across this industry by accident.

And so I’m curious to hear what your background was and how you actually got into

Tina Davies:

It really was accident, Danny.

I came from a background of finance, finance.

I was into like stocks, mutual funds, all kinds of financial products.

What happened was I had my permanent makeup done when I was 19 years old by a master artist in San Francisco.

And I knew right then and there that I’m like, wow, I would love to be able to do this for somebody because she’s changing lives.


I got it done.

And I was like, this is life changing.

I don’t have the eyeliner that’s smearing down my face.

So I told my mom, I said I want to do this and she goes no way.

Go get a degree.

I’m like, ok, mom.

Yes, followed that path.

Got my desk job in finance and then I hated it.

Then I got my eyebrows and I’m like, that’s it.

I’m old enough.

I got my degree.

I’m doing this.

So I picked it up as a hobby.

But then as a hobby I literally hit the ground running and I never stopped, I never stopped just touching skin and working.

So 22 years later here we are still love it.

Danny Tran:

So, sidebar question if you weren’t in this industry, if you didn’t get into this by accident, what do you think you’d be doing today?

Not at all?

That’s so dry for me.

I’m a very creative person.

I’ve always loved, like, making things ever since I was little, I would make my own clothes, my own shoes, my own everything.

I was a only child so I was really bored.

So I had to take up time, not like nowadays people just go on their phones.

If you didn’t have a phone back then you would play with sticks and stones and find friends or little, little hobbies to work on.

So, if I wasn’t where I am today, I think I would create something I like making things, cooking, jewelry, anything, anything with my hands.

I said the more that I gave the services away, the more opportunities opened up like I would be doing at one time.

I did Wayne Newton.

Wayne Newton, the king of Las Vegas.

Yeah, it was a scalp micropigmentation.

But yeah, I never stopped because it was just always a way to just keep opening up more doors.

So I think I did 1000 procedures.

At least it wasn’t just like, oh, for six months or for three months I did it for free.

Danny Tran:

That, that’s amazing.

I think that’s such like a missing, like hustler type mentality because I think especially nowadays everyone’s like, how do I make as much money as possible in the beginning?

But you went through like the trenches of let me just do free work for five years and going through all of those opportunities in order to open all I want something new, right?

I even do that right now.

I do free model.

I just did a free model like last week because I’m testing products all the time and testing different colors.

And guys, you have to understand when you’re doing somebody for free.

It’s not really like you’re giving your time away for free, you’re getting pictures, you’re getting testimonials, you’re able to do an eyebrow this way, an eyebrow that way because the models are willing to do that.

So it’s like you’re getting 10 times in return.

Danny Tran:

Somebody had to say it and I’m glad it’s coming from you, Tina.

So at what point were you like?


I, I think I’m out, I’ve outgrown this.

Let me actually go out and open my own location.

Tina Davies:

I’ve always had like a home office in addition to like, working at different places.

And then eventually I opened like my own like commercial studio and did a complete build out and had like offices where I can have like other artists or other professionals doing other type of beauty services.

But then we, we did that for a year and then COVID hit in Toronto was closed down for two years.

My whole team works remote.

So I had the treatment side of the business which which I love being with the clients.

But then I also had the product side of the business, obviously, as we know now Tina Davis Professional.

So basically, I was just instead of working like, you know, 80 hours, I was working 60 hours because I no longer saw clients anymore.

Danny Tran:

I think that’s, that’s so fascinating.

So with so many people joining the industry, especially in 2023 do you know, like, what piece of advice would you have for them?

Like for somebody maybe they have, they’re in a horizontal industry, maybe they’re an aesthetician.

Or maybe they work at a spa and they want to finally get into permanent makeup.

Tina Davies

You must have it done on yourself.

This is very important.

You cannot sell a service that you don’t have.

A lot of people don’t have permanent makeup.

So you, you need to first experience it for yourself.

See if you love it, fall in love with it and whatever you fall in love with, specialize in that particular service.

So let’s say you got your lips done and you just fell in love with the procedure because it made you your, your thin lips go luscious lips.

So then take the course, get into it.

But you must believe it 1000%.

A lot of people get into it because they’re wow.

I can make $250 an hour, $500 an hour, whatever it is, but none of that matters unless you are completely infatuated and in love with the service because if you are, which I am, you’re gonna be able to convince other people to get it done.

Danny Tran:

You’re like your own own testimonial.

You’re in your own case study.

Tina Davies:

So you like, hey, like I did this, I fell in love with it and now I’m wanting to offer this to other number one, make sure you have it so then you can make sure it’s for you because if it’s not for you, you’re never going to do well in it.

You just won’t thrive.

It’s just not like a hustle.

It has to be something you truly believe in.

Danny Tran:

I love that.


Tina Davies:

Make sure you get it all done.

Danny Tran:



So let’s rewind a little bit.

So you, you went through all of that you know, you were grinding out for five years then you finally well, you were kind of all over the place grinding it out with all these opportunities.

At what point did you figure out like, OK, you know what I’m really good at what I do and I’m more passionate on the educational side and getting into training.

When was that moment for you when you’re like, OK, you know what, I really want to start teaching and educating people on this industry and all of these things that I’m so passionate

Tina Davies:

you know, I find that training didn’t take off until probably, I want to say 10 years ago, maybe because of, you know, social media.

But before like, if you were busy as an artist, 2 $3000 a day is, is normal, you know, so unless you can make that same kind of income training, then you weren’t switching.

So I was really busy doing the service.

But it was not until I was extremely confident in my skills and until I had a product which is my first microwave, then I started training because I had to basically spread the word about it.

Danny Tran:


That’s smart.

Tina Davies:

But it’s a little different.

Some people like to focus on the art only and being a technician and artist and some people like to do training and, and bring up others.

So it’s, it’s a really personal choice.

Some people do both, you know, so many people.

Yeah, actually do both.

And I was like, wow, that’s amazing.

So, like you said, like training started 10 years ago.

Like I know now it’s very different in terms of how people are marketing and getting enrollments.

So how did you grow that side of the business back then?

Was it just through word of mouth?

Was it existing clientele that had come in and gotten something done by you before?

Tina Davies:

I basically went from being an artist to then developing products.

I didn’t go from artist to trainer to products.

I basically from artist to developing products then because of the products start training.

But that was by accident too.

I clearly remember many years ago, I was in a convention in Florida and I saw a demonstration by a person, a man that was doing permanent makeup eyebrows by using this little tool that looked like a little blade.

Like I’ve never seen it before in my life.

And I was like, I can’t believe that you can actually just like slice some eyebrows into the skin seriously like slice eyebrows.

But from that moment and I saw what he did and he did it in about, like, maybe about 30 minutes.

I was like, ok, this is hands down better than anything I’ve ever seen.

So, like, my light bulb went off at that point.

I’m like, ok, this is something that’s gonna, like, be so hot and that’s at the time that,, this was called embroidery, it was called Eyebrow embroidery.

Do you know this term?

And I, I saw it and I was like, wow, this is gonna change everything.

It’s going to change my work because it’s basically just like the way I draw, you know, just like drawing lines.

So right away, I hooked up with another artist who was one of my doctor Linda Dixon.

I’m like, Linda, we gotta teach this to people.

This is amazing.

So like, let’s come up with a name for the class.

Let’s call it like I just made up a name.

I’m like, OK, looks very small, looks like a blade.

Let’s call it microblading.

Like I don’t know why I just came up with that term and then put out some classes to teach it like a first ever class.

I think we had like 60 people over the course of six days, 3030 people per session between three instructors.

So we took taught that class and microblading just exploded because it was something that people had never seen before and it’s like, what is this thing that you just kind of like, draw it into the skin dip color and draw?

So that’s how it happened.

Danny Tran:

That’s crazy.

I’m glad we’re going through this.

Tina, I wasn’t even aware of that.

Like everyone’s like Tina microblading.

Danny Tran

Oh my goodness.

And so, I mean, walk us through like how that exploded after.

So that was like what you figured out and then you started doing these, these classes and then how did it take off that point?

That’s so interesting.

Tina Davies

I always think about how to improve something.

So I saw that microblading was an amazing service because it’s really natural and it was like so intuitive where you just draw the eyebrows one by one.

But the tools were really bad.

It was literally like stick, needles into like a little stick like this craft, stick that you twist it up.

The whole and I’m like, wow, this is so rudimentary and really remedial and doesn’t look professional.

So I was like, you know what, maybe I can design something and then artists could use it for this, you know, little service here.

Maybe somebody I will like it.

So I started to think about how I could design a disposable tool that you could just open it, use it and then toss it without having to assemble it and then get like germs on it.

So I drew, I drew the design like on a napkin and I gave it to like some like expensive designers, civil engineer designers who took all my money like $5000 it gave me nothing after like after like three months.

So then I took it upon myself to literally I found somebody on like fiber like like in Pakistan to actually give me ac ad drawing of a design that I could take to a manufacturer than to create a bill of materials and design all the parts for me and then find a factory that could build it for me.

Like these are skills that I had no idea.

I had no idea how to build something from scratch, how to source products, how to vet vendors.

So this was something very new to me and it just kind of I, I was learning as I went, but I and I still do it today every single day.

I, I’m in doing these kind of things.

Danny Tran:

I love that so much.

So, so, so you went from essentially being an artist to developing the product.

I want to spend a couple of minutes on this.

So I know products is a completely different ball game.

And there’s a lot of people nowadays who are looking to get into product, you know, launching their own lines and pigments and and material.

And so like, what were some of your biggest learning lessons as a product developer.

I know you mentioned a couple of those were like vendors and distributors and whatnot.

But looking back at the journey now, like, what were your initial learning lessons?

I think that’s absolutely you need to do a lot of research.

One of my biggest lessons were like source doing pro making products is a sourcing game.

You need to know how to source properly because you’re basically compiling a bunch of ingredients or raw materials together.

And you have to have a a very clear direction of what you want your product to do and to perform.

Like, so my biggest lessons were we’re learning like it all comes down to at the end of the day, quality, you must have a very high quality standard to have a product that’s going to stand the test of time because otherwise there’ll be competition that has a better product and all your hard work will be kind of like at the end of the C quality product.

So you have to know how to make an a quality product, a quality anything.

So then it will stand the test of time.

And that was very difficult for me to, to know what is an a quality product.

You have to do a lot of research, like even like something like this shirt, I got to understand the fibers.

I gotta understand the materials.

I have to understand the dye, the colors.

Like, how do I do that from scratch if I don’t have any background?

So, so much of the work. Really. 90% of it is the research.

Danny Tran:

Hm. And then I’m assuming, like, now it’s definitely more of like a relationship game for you because you have so many different products, and you’ve been expanding so much.

Tina Davies:

Yeah, it’s both because the product development never stops.

I’m always coming up with new products in the sense I look at what is the most needed?

Where, where are we hurting?

Where are we suffering?

Where is there a need?

And then how can I solve for that need?

How can I make it better?

So first, I clearly identify the needs crystal clearly to like literally the top three needs like Apple didn’t develop an iphone with 100 functions.

It developed an iphone based on music first, right?

User needs, you know, then not not with like 100 buttons but one button.

So it’s easy.

So identifying clearly the user needs and to determine its functionality is so critical and so key.

Danny Tran:

I like I love that so much because you know, I think in in marketing, you learn to create things that solves problems and I think sometimes we lose sight of that.

People are like, let me just go ahead and create this because everybody else is doing it and it ends up being sounding and looking like everything else.

And so I’m glad it’s such a refreshing perspective is what I’m saying.

Like hearing from you where like you, we need to create things because it solves specific problems and there’s a specific need versus let me just create this because it’s cool.

Tina Davies:

Yeah. Absolutely.

Danny, you got it to even like your business, you’re focused on a very niche market with specific needs and artists today are like, oh, I’m gonna do permanent makeup, I’m gonna maybe do eyebrows and eyeliner and all these other things, but solve what you feel resonates with you.

So let’s say if you focus on a specific market, a specific need, you will find people that have that, that resonate with that same need.

So for example, let’s say if I’m a permanent makeup artist and I’m just starting out, I want to focus on people who, who specifically have alopecia, for example, I’m just gonna service the crap out of that market, become the expert in alopecia eyebrows.

And you’d be so surprised how many people have alopecia, eyebrow hair loss and you will be the expert in that specific niche.

Danny Tran:

I, I think you hit a a really good golden nugget there and I think a lot we, we lose sight of that.

So you’re basically saying, start narrow focus and specialize on one thing and eventually expand because what we’re also saying, you know, for us being like a growth agency and marketing, people always have this mentality of oh like in order to make as much money as possible, I need to be offering like 10 different things.

So again, such a refreshing perspective to hear that from you where stay focused, they narrow, specialize in that one thing, be known for that one thing.

And it’s much easier to add on and solve additional problems after you figure it out
Tina Davies:

So you can go deep to get deep knowledge and trust.

Once you have deep knowledge and trust, then you can go wide or not wide.

You could just stay there, you can just stay there.

Danny Tran:

Yeah, we have some, there’s some people who just like we just talked with Zen yesterday actually on, on another live.

She’s like, I’m just focusing on one thing and that’s how I’ve grown my brand.

I get invited to speak all, all around the world.

I’m a judge now.

And so it’s such a refreshing perspective to hear.

Tina Davies:

So we like Bruce Lee said, he’s not afraid of the man that knows how to do 10,000 kicks, but a man who’s done the same kick 10,000 times.

Danny Tran:

Love it.

Beautiful, beautiful.

So let’s talk about Tina Davies’s professional.

What’s up with you guys right now?

Well, let’s talk about how it’s grown to where it is.

And then let’s talk about like what’s on the horizon.

So talk to us about how Tina Davies’s professional kind of got its start and how you grew it to this point.

Tina Davies:

People always say that to me, like, literally, I’m a person in an office with remote workers and a team of like, really, really passionate and cool boys and girls.

And I’ve never thought of myself as a big brand.

All I do all day is I’m just focused on like, how can I make things better for artists?

Like I’m a really simple person and, and you’ve met Luke too.

I know it’s a big brand in the sense that, you know, people know the name and everything.

But,, every year or half a year, I, I find a new problem that I want to uncover.

Like, for example, first it was like the microblading to get better eyebrows and then it was pigments because we had so many problems with pigments.

All my eye clients had like blue, orange, green eyebrows.

So we tackled pigments, then we tackled cartridges to make them better.

And now I’ve got something new coming up for you guys that we’re going to be sharing with the attendees.

You guys are gonna see it first live with a game changing innovation.

Danny Tran:

I asked Tina before this if, if I was able to share it, she said no.

So I apologize.

You guys have to attend the event to see what she’s unveiling and it’s gonna be a game changer for the industry.

It’s insane.

That’s all we can say for now.

Tina Davies:

Well, you know, I have always felt so extremely like responsible for my customers in the sense.

I feel like I you know, they, they, they come to me and they trust me with their face, a face is a big deal for a woman.

You know, I’m sure it is for everybody, for a woman.

But, you know, if one little thing out of place, she’s like, that’s it.

I’m not going out.

And so I take that trust so seriously and I see how people transform and change.

It just brings so much like good to their, to like how they feel about themselves because when you look good, you feel good, right?

And I see permanent makeup as like it’s not mainstream yet.

It’s not not mainstream even though people definitely know about permanent makeup more than they did five years ago, 10 years ago.

But if you have a room of, let’s say 10 women, you say, hey, who wants to get permanent makeup done?

There’s may be like three people that go, yeah, maybe I’ll do it.

But 70% of them are still sitting on the fence and they’re scared, they’re scared of the commitment, they’re scared because of maybe the pain or they’re just really not sure like, you know, my, my friend got it done.

It looks kind of bad.

Oh, so and so I, I don’t really know, I just sometimes they read some bad, you know, news articles about it or whatnot.

So it’s not mainstream yet.

It’s because the products and the skills aren’t there yet.

People have bad experiences, bad training, let’s say they’ve had bad products put into their skin.

Eyebrows are blue discolored.

So the, the training and the products aren’t there yet, but when they get there, then permanent makeup will be at a level where it’s mainstream.

And that’s always been my vision and my goal I want permanent makeup to be at a level where people trust it, it’s mainstream.

Everybody’s business will grow tenfold.

But we have to be serious about training education and products unless we do.

People aren’t going to say yeah, sure, no problem.

Sign me up.

Danny Tran:

I love that so much preach Tina preach.

When, when, when do you think that’s gonna happen?

When do you think we’ll get a little bit more mainstream?

And, and I ask that because from like a growth and marketing perspective, you know, I think we are, I  don’t like to use the word bubble but people, you know, we we, we live and breathe it all day long.

So we know like the ins and outs and we think it’s getting saturated and we think it’s all over the place.

But if you ask somebody who’s on an industry, they probably heard the word of microblading one time and they think that encompasses the entire field and they’re like, what’s permanent makeup.

And so I think sometimes we forget because we’re in this day, in day, out 24 7, but just from like a marketing statistical data perspective, a lot of consumers still have no idea what it is.

Even though it seems like it’s getting very saturated and competitive, it’s really not at all.

Like we’re barely scratching correct

Tina Davies:

as far as like what’s going to make its mainstream.

It’s all about awareness and marketing dollars.

You know, at the end of the day, people are going to know something because they hear about it, they read about it, they see it, obviously it’s all over social media where we see it in our lens.

But it does start when let’s say more and more A and B list celebrities get it done right, when they’re getting it death and call it like, whoa, it’s a thing I want to get it because so Kylie’s getting it and Kim’s getting it.

So and so, so we have to make the procedure look so good that we attract basically A and B less people that basically we leverage their platform to spread the news about how great the service is.

Danny Tran:

Yeah, absolutely.

And that’s how actually, like, I’m sure, you know, like with SMP, SMP blew up because there were a lot of celebrities who got it and people are like, whoa, what happened?

They have their hair line back all of a sudden.

So, no, I, I love that.

So everyone is home work for 2023 get a B or a list celebrity into your doors and you get, and you should service one person and build your phone.

Tina Davies:

You don’t have to sit around and wait for your phone to ring, reach out to people like you see so and so doesn’t have great eyebrows.

Danny Tran:

Yeah, 1 100%.

So we see that happening a lot and I think it’s such a great marketing angle just reaching out to influencers every now and then and just offering free work.

Like what you were saying in the beginning, you know, and in doing so they promoted it.

Not only do you evolve the industry but it’s going to probably get you so much traction for your business too.

Tina Davies:

So we have a member.

I’m a collective instructor that did Janet Jackson’s eyebrows like hello from there.

He exploded.

Danny Tran:

I love that so much.


So one last question and 2023 is here, what are some big industry trends you think we should be looking out for or what do you envision the industry is going towards, especially in this year?

Tina Davies:

That’s a really good question.

It’s kind of a tough situation in the sense that we’re in or going into recession, right?

So people will be more conscious of their spending, but women will always have budget for beauty.


So I think one of the biggest, I don’t wanna say industry trends is that you have to actually keep marketing, keep marketing to keep, keep the customers coming in the door.

You must, you must because the more that people see it here, it, the more you knock on their door, you’re always in their face, you’re building that trust.

And then, you know, you know, that people need at least at least 10 messages to actually even consider activating, buying something.

So I don’t think just because you posted once or twice, like you need to be always reaching out to customers

Always people have to get on top of their email.

Marketing email is so powerful.

Everybody should have a blog to talk about what’s what, what you have to have some content, but you got to have that constant blog content pushing out through email.

So people are always knowing that you’re the expert, you’re the expert in the area.

So when they’re ready, when they’re and you have a promo, they will click, they will come to see you.

So sorry again, it’s not a trend per se but there’s just like basics that people must be doing an email is so powerful.

I see so many people do not build their list.

Danny Tran:

I love that so much and you, I’m probably very biased because we do marketing all day.

But in times of recessions and in, in times where businesses are slowing down.

You in fact, should be more aggressive.

You should be spending more on marketing and spreading if anything is cheaper because everyone’s like playing conservative and say like, I’m not gonna spend any money whereas you can come in and be like, I’m gonna spend all of this money in the world and attract even more people and growing their business.

And so yes, with the touch points, when you said it takes 10 messages, I believe it’s actually more, I believe it’s like 13 to 15, especially with all of the choices and options that people have nowadays.

And sometimes you forget like, oh I sent them a message and they didn’t respond.

Maybe they’re not interested.

It’s like think about the last time you made a big purchase, you probably saw the ad like 20 times before you made that purchasing decision.

Tina Davies:

I don’t want to say a trend again because trend is kind of like something comes and it goes, but you need to be leveling up your marketing game.

People think that their market game is posting on social media.

It is not at all.

It comes down to traditional marketing methods at the end of the day.

And if you are not a specialist at that, which I doubt because you’ve got your head down tattooing all the time, give that to somebody else.

Otherwise you’re gonna be, don’t, you can’t measure that your, the impact of your marketing at all.

Let someone measure it for you and then you give them a budget and you, you hand over that, that part so you can focus on doing your work while they’ll bring why they bring in leads.

Danny Tran:


Thank you.

Tina Davies:

So, it’s not a trend but I know people are always like, what can I do at the end of the day, artists want more clients, but they’re just throwing darts, you know, instead of throwing 20 darts, throw one good dart.

Danny Tran:

Yeah, throw one dart and then one of the biggest things is just understanding your numbers too.

I know you and I talk about this all the time, but it’s so important and you got to understand like how much it costs for you to get new leads, how much it costs for you to actually get a booked appointment.

And that way you can just reverse engineer how you’ll get hit your revenue goals.

So love it, love it.

Well, Tina, thank you so much for joining us today.

It’s been a pleasure and like I said, it’s a rare that we get to like dive really deep and talk about the challenges and the, the journey and all of the things that you’ve gone through.

So thank you so much for being transparent and sharing all of that with us.


Thank you for joining us on this PMU journey.

We hope you found inspiration and actionable insights to elevate your career in permanent makeup to stay updated on the latest trends, tips and exclusive content.

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Don’t miss out on our upcoming episodes and exciting PMU news until next time.

Keep creating beauty one stroke at a time.

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Welcome to Inked Up where we dive into the fascinating world of permanent makeup.

This podcast is brought to you by Highstoke, your trusted PMU growth partner, helping permanent makeup artists succeed through marketing, branding and scaling strategies.

Join us in each episode as we unravel the secrets of this ever-evolving industry and provide valuable insights to help you thrive as a PM E artist.

Danny Tran: 

All right.

So we are live and like I said, we have a very, very exciting guest for you all today.

We have the one and only Lily Ma.

Hello, let’s go.

Like I was just telling everybody we have the one and only Lily Ma here.

A quick intro, I’ve known Lily for a couple of years now and she is a beast.

She’s, she’s amazing.

And Lily Ma for those of you who don’t know, she is a master artist trainer, educator, international speaker.

She does so many things.

And today, Lily, I’m just really excited to go over a little bit about, you know, your journey, highlighting you as an artist.

How you guys started this business and guys, let’s make this super engaging to you’re here right now.

Show us some love in the comments.

Say hi, give us a heart, say hi to Lily.

And, yeah, let’s, let’s kind of take it back from the beginning.

Lili Ma:

I didn’t know anything about permanent makeup.

All I knew was I loved being in the beauty industry and that was it.

That’s all I knew I knew since I was 12 years old that I loved makeup and there was nothing else that was going to make me do anything else.

And so I knew I love makeup.

I knew I loved making people feel beautiful and I just kind of stumbled into this business.

I, when I first started, I did make first as a like a freelance makeup artist did people’s makeup.

And so I had a lot of experience with eyebrow shaping and what we call now eyebrow mapping.

So I had really good feedback from my clients at that time that they love my eyebrow work because of just makeup.

So then I had my brows micro bladed and it came out great and I love what my brow look like.

I love waking up feeling beautiful and how confident I felt after microblading.

And so I started looking into a program here in Calgary.

And what essentially happened was I enrolled in the program and I just kind of started one by one doing a client here and there.

And I really just fell in love with the art I fell in love with the art first, which is the nano brows technique and the microblading technique and the hair stroke technique.

And then eventually I fell in love with the business aspect of it as well.

And now flash forward, it’s been eight years being in this industry and it’s just so incredible because I started out with microblading and then I went into nano brows and now it shaded strokes.

So what the industry is telling you is that strokes will never go out of style strokes will always be in and within these eight years, it’s just different variations of it and I just love it.

No, no, no.

That’s, that’s amazing.

So yeah, you know, in such a short span.

and again, I’ve been acknowledging and, and observing everything that you’ve been doing for the past couple of years, but walk us through like the business aspect side of things because I know a little bit about your story obviously, but to share with everybody here like the grind and the hustle and the work that you had in the beginning, I love the feeling of making people feel beautiful in their own skin.

And so I just love that aspect.

And with that knowing what I loved, it just snowballed into so many different avenues of business for me.

So when I found out, I think it was maybe client number five that I had done.

And so I got clients from kind of like my friends and family, of course, first.

So some people that trusted me, but, you know, I did some makeup so I had a little bit more trust built from doing actual makeup and so friends, family and I tattooed them first and then I think it was client number five and I was like, wow, I just spent four hours literally doing what I love.

And in a blink of an eye, it’s been four hours like it didn’t feel the same as when I was working at a restaurant as a server, four hours would feel like an eternity for me at a restaurant as a server.

And so that’s when I knew right from the beginning that I was going to love what I was gonna do.

And from there, I figured out ways to do it more.

So how did I do it more?

I started to post more on Instagram and I started to find more models charging really, really cheap, even free at some points for sure.

And so I would do promotions.

What I would do is I would tattoo my client, which was at that time, like $100 maybe even $50 at that point.

And I’d be like, hey, so if you love your brows refer a friend and I’ll give you a free touch up and then just thinking about ways where I can like, give them, give my client that I currently have in my chair, some sort of reward for recommending me more of their friends to come to me.

So I was just thinking of ways to do that.

And one of them is like the referral program.

So having them refer their friends to me, I was going to give them a free touch up.

And I would be like, but if you didn’t, I would have to charge like, like $50 for that touch up and then they’re like, ok, I’ll just, you know, and your price is so cheap that like it just makes sense for people to try it out.

And of course, the end tag line is always like, why don’t you try it?

Like what is holding you back there is nothing to lose from this.

And from there, I started to of course, post more, get more recommendations, offer more discounts, more feels and because I touch skin so much and I started to tattoo five days a week.

I was able to quit my side job, which was serving at that time and doing like makeup on the side.

I was, I was, I had three jobs at the time and I was able to slowly quit those jobs and do permanent makeup full time.

And I remember I was able to, to do that after two years of being certified with permanent makeup.

Danny Tran:


And then that, that’s amazing.

And so I, I love that how you always share that it was like the grind and the hustle and so inspiring, especially in the beginning and you were essentially working in, it was like a home studio for the longest time.

Lili Ma:


So out of the eight years that I was tattooing and I had a full blown business, I had 50,000 followers on Instagram at that time.

And for five years, I tattooed at my legal home business.

Legal, legal home business


So in certain parts of Canada, it is legal and you are able to have a business license within your house and do that legally.

So that’s what I did.

I did clients every single day in my basement and I put in the work, saved a lot of money.

I’ll tell you right now I saved a lot of money and I had way less headaches.

And I mean, if your city allows that, definitely jump into that opportunity.

If your city does not, then of course, look into other avenues where you can share a space with somebody so that the cost is a little bit lower to rent a space like as in like share a spot, like have three days for yourself, three days for someone else or, and vice versa, you know, and so figuring out things that will break down your cost so that you make more and, and, and then from there, you can invest in yourself more invest in marketing, investing, have more free time over time.

Danny Tran:

Love it, love it so much.

I, and, and I, I love how you bring that up because I feel like especially in this industry, what we find a lot is that people are spending a lot of unnecessary expenses when they need to be focusing that time, effort and energy on.

Actually the things that’s getting them money.

A K A new clients.

So I’m glad that you brought that up.

I don’t know if you guys have seen Lily social media, but I feel like you have no breaks.

All gas

No breaks.

It’s literally every week.

If you guys go to everyone, I want everyone after this to go, not only follow the, but look at her tour dates.

Lili Ma:

It’s like one weekend, but I mean, I have no excuses.

I have no Children.

I, I just love what I do, you know.

So, and even if you have Children, you can still love what you do, but I have no excuses.

I work on weekends.

Danny Tran:


So let’s dive more into the technique because obviously you’ll be A PM U world, you’ll be going over nano brows and I know you touched a little bit in the beginning.

But what can people look forward to specifically with your presentation?

So how to stretch the skin properly, how to correctly bring the hair flow of the hair strokes into the brows so that you can create a structured look like this.

Oh Where Amanda’s presentation

We’re gonna be creating the fluffy look as well where some people only want a little bit here and there and they don’t want the full blown structured brow like me.

So it’s a great thing about knowing the two techniques within our presentation is that we’re able to cover both types of clientele because we usually have two types of clienteles with that walk into the door when they want permanent makeup on their brows.

They either want it bold structured and almost like an ombre brow, but still hair strokes or they want it that no one knows, no one knows that they got permanent makeup done and they want it so soft that you don’t see anything.

They just want to fill in some gaps.

So what our presentation will really go over is really those two techniques so that you can have that really clean look, which is all the hair shows are in a nice row in a line and getting that really clean healed results versus the shaded look where you’re going to be able to just fill in gaps and give that never been tattooed kind of look.

So that’s what we are going to specialize in, in our presentation.

Danny Tran:

Love it.

And how do you feel about having Amanda up on stage with you?

Lili Ma:

Yeah, I know that we enjoy all of our other presentations that we have done together.

She’s been by my side and helping me giving me ideas during my speech and everything like that.

So honestly, with her being on stage, it’s not gonna be any different than what we’ve seen before.

It’s gonna be if anything way better, way better.

Danny Tran:

We have a question, I think it’s going back to your marketing and business advice when you start with cheap prices.

How did you know when to raise them?

Lili Ma:

And I know is when by one a month is fully booked?


So if you are at, let’s say 250 price point and the month of February, you’re trying to book out your 250 price point and you’ve done all your marketing.

You’re saying like friends, family, let’s book, let’s book and half of it’s filled.

You’re, you’re only filled from February 1st to February 15th.

That’s not time to raise your prices.

That’s not time you raise your prices when all of February is filled and you’re booking into March because price is it is by demand, right?

The more demand there is on a product, the higher the price point.

If there’s not enough demand, then you can’t raise the price because there’s not enough value for people to want to purchase that at that moment.

But demand can be created, right?

It’s been, it can be created through your work, how you advertise it, how you, how you say what it is in a package deal.

And Danny talks about this in his presentation is, you can package it in a way.

That sounds better.

That sounds better when they buy something like they buy their nano brows.

They get a free touch up, they get free mapping service, they get an aftercare kit.

It’s the way you package it.

And then from there you can, you know, start to sell a little bit more and then do more clients.

But again, it’s all by demand.

Like if, if you raise your prices a little bit too soon, it actually will kick you in the butt and then you’ll find yourself not fully booked out.

Danny Tran:

Yeah, one of my favorite things about interviewing Lily is that she’s just super blunt and I feel like there’s a lot of people out there that just kind of raise their prices on a whim or they’re like, oh, my trainer said I should be charging this much when in reality, there’s so many variables that affect them.

Lili Ma:

We have a lot of PMU artists are really good that are really good.

So we have to start a little bit lower because we have people like Shay Danielle who is really good.

We have people like Hoy tattoo who’s an expert.

Yes, it is a little bit harder to charge like $1000 right away.

Danny Tran:

I love it.

So there’s two questions I’m gonna ask the first one first.

And someone basically said they’ve worked for a year and they didn’t make more than 5000, so they want to give up.

I think this is a very important,, point to address.

So, for, let’s say, an artist who’s been either looking to get into the industry, they’re sort of new or let’s say they’ve been in the game for the past year or so and they’re just not getting any traction and they’re feeling like, you know what, it’s not working.

Lili Ma:

Yeah, I understand that.

My first year I wasn’t making like a lot of money if anything I was breaking even, right?

You were breaking even from what you invested in the course products and then what you actually did for your services, right?

You break even.

And so first year most businesses break even most businesses.

So it doesn’t matter if it’s PMU, Restaurant or any business, you’re most likely going to break even because of the investment that was taken to do the service.

I think it breaks down to.

You really have to understand and break it down.

Like do you love what you currently do?

Do you love this?

If you love permanent makeup, you love making people feel beautiful and you love the feeling that you get after you offer this service to somebody and you love connecting with people, then you should continue this because what is the alternative?

Making people feel beautiful, offering the service continuing and not giving up or do you go back back to your 9 to 5 desk job where you’re not going to be giving as much out there.

And maybe it’s not as fulfilling, what is the alternative?

That’s where you have to weigh.

Yes, money is important.

It is very important because it’s survival.


But at the end of the day, we have to love what we do in order for us to continue and be 60 be like, why didn’t I continue that business?

I should have, I should have done that at that point and that you should never have regrets.

So, really dig deep down.

If you’re at that point, at your lowest point, you have to understand and really write down.

What do you love about this service?

What do you love about permanent makeup?

What do you love about giving that feeling and what do you love about your other job and weigh the options?

Danny Tran:

That was, that was amazing.

Thank you so much for that.

There’s a lot of questions around like structure around the event we’ll go into that.

We’ll have a whole like section that I’m gonna ask questions about that.

So anything around like PB world structure and experience, we’ll talk about in the next couple of minutes here.

But Lily and anything else to, you know, let the audience know in terms of what to look forward to when it comes to your presentation specifically

Lili Ma:

If you are really struggling with your healed results and you’re not getting 100% retention or 80% retention with your hair strokes.

This presentation will help you because I really teach basically what I know is that what I know is my product and I know that the nano brow technique gives you best retention for all skin types.

And that’s what you’re gonna gain at this presentation is you’re gonna be able to offer hair show techniques to all skin types.

You don’t have to worry about oily skin.

You don’t have to worry about mature skin.

You don’t have to worry about sensitive skin and coffee and all those things that you shouldn’t have to worry about and turning clients away.

Never again.

So when you leave my presentation, you will be 100% so that you don’t ever want to microblade again and you want to pick up that machine and be able to tattoo all skin types.

So I microblade for one year before I transitioned to Nano brows.

And the one of the reasons I discontinued doing that service was because I was telling clients that I can’t do them based on their skin type based on their age or something like that.

I just could not do it.

And at that time, I didn’t know how to do the shading technique.

It was not popular.

People didn’t want powder brows eight years ago.

So I had to turn clients away.

And through there, I was like there has to be a better way.

Like I can’t turn 50% of my clients away just because I, they are not a candidate for my service.

Then, who am I gonna tattoo?

So then I started researching and I found Alan Spadol on Instagram.

And he recently followed me, by the way, he’s got like 500,000 followers and he’s like a celebrity in Brazil.

Pretty much I saw his page and he was doing the nano brow technique and this was in 2015 that I saw.

He was doing the nano brow technique.

I was like, OK, OK.

And so I ended up buying a machine and slowly teaching myself that technique.

And since then, I never turned back, I never ever wish that I could microblade a set of brows because again, with this technique, you never have to turn people away hairstroke stay, 80% retention.

It’s just, it’s just you don’t, who doesn’t want to use a PM U machine versus a microblade.

There’s just so many less variables when you’re doing.

If you’re physically and emotionally not ready to tattoo someone because you didn’t have the right training or just was not all together, then at least at the bare minimum, try eyebrow mapping.

Do some eyebrow mapping every single day, shake someone’s brows every single day, rest stretch their skin, you know.

So is this is all part of touching someone’s face because once you get brow mapping, do like down as a technique and you’re not scared of brow mapping and touching their face and stretching their skin and getting up close.

Then the tattooing part is gonna feel less daunting.

So I, that’s my first suggestion, touch skin, stretch skin, do something with skin.

You just got to get in there.

I don’t know why, but a lot of people, I find my students included, don’t want to tell their friends and family that they are now tattooing faces for a living.

And I don’t, I don’t know why because this is, these are gonna be the people that you’re gonna be tattooing right off the bat and that you need their support.

And so what I would do is I would convert my personal Instagram into my business Instagram, delete all the random pictures you have going out on New Year’s Eve, delete them all and then change the name to your new business name.

And now this is now your business page and all your friends and family is all on there watching.

So that’s my second tip for you.

And the third tip is really, I would try to I would check out the competition in your city.

check out their work, compare their pictures and see what they’re doing.

So a lot of people, what I see is they, they feel a little bit intimidated by some of the girls in their city that are doing well.

But when someone’s doing well as in like another person.

They’re doing well in permanent makeup and they’re doing something good.


Follow their pattern.

Copy them, copy every single thing they’re doing.

I know that sounds weird but it’s a blueprint, especially on Instagram.

It’s a blueprint.

So when I first started I was obviously not good, not good.

You’ll see some of my not cute work really soon here I’ll post it

I’ll make it my most recent for you guys to see.

It was not good.

But then there were people that were really good in my city and one of them was for tattoo.

She’s really good.

She started before me and she was very good.

And so I started to look at her page and I started to mimic the way that she would take pictures because I knew her pictures were working.

And so I started to angle it in a way that I knew that she was kind of doing it.

And at some point, everyone started doing it the same, you know, so when you see someone that you look up to that, you know, that they’re doing well, you know, they do good work, copy their blueprint, beautiful.

Danny Tran:

I love that so much.

I love, I also love how you’re not in like the scarcity mindset, right?

And I, every time that we talk, there’s always this mentality of like let’s collaborate, let’s live together.

There’s enough piece of the pie for everybody.

Let’s advance the industry together.

And I just love how you always have that approach versus I, I think sometimes there’s like this, OK, like there’s always this competition versus that is so it shows a lot of empathy

Lili Ma:

it just shows a lot to be able to let other people also do better than you.


I’m good at this.

I’m good at nano brows.

I’m good at this, but Amanda is gonna be good at shaded strokes and that’s fine.

Like she can be the queen of shaded shows.

She can be queen of nano too.

You know, everyone’s gonna have their thing and, and that’s ok.

You know, if every single PMU artist in this world was really, really good, the PMU industry would blow up.

Danny Tran:

Lily, thank you so much for coming on today, hanging out with us.

You guys, you guys cannot Miss Lily.


Thank you for joining us on this PMU journey.

We hope you found inspiration and actionable insights to elevate your career in permanent makeup to stay updated on the latest trends, tips and exclusive content.

Be sure to follow us on social media at Highstoke Media.

Don’t miss out on our upcoming episodes and exciting PM E news until next time.

Keep creating beauty one stroke at a time.

Best practices for your PMU Business in 2024

In the dynamic world of Permanent Makeup (PMU), staying ahead in marketing strategies is vital for success. Let’s dive into how the industry is evolving and what marketing trends are shaping the future landscape.

Traditional vs. Modern PMU Marketing Approaches

The PMU industry has traditionally relied on methods like print ads and word-of-mouth, limiting its reach and effectiveness in a digital era.

Generic marketers unfamiliar with PMU intricacies struggle to deliver tailored strategies, leading to subpar outcomes. Exhaustive coaching programs and outdated marketing tactics further hinder PMU artists from achieving desired results.

Embracing Technology for PMU Marketing

PMU artists are increasingly turning to digital tools and technology. Social media platforms such as Instagram and TikTok serve as powerful marketing hubs, enabling engagement and outreach. Advanced tools and software designed specifically for PMU businesses streamline operations, enhancing efficiency and client interaction

Overcoming Challenges with Innovation

When marketing your PMU brand, you are not trying to “cast a wide net” and reach everybody with your message. You want to find people interested in booking PMU treatments and market to them. Investing in marketing and research with a PMU marketing partner will serve you well at this stage. You’ll be able to narrow your marketing to those that are most likely to become a client.

Research is essential. You can learn all kinds of information about your target audience, like their average age and gender or what social media platforms they use and the best time of day to post content.

Today’s social media platforms are a great starting point. These are excellent sources of knowledge about your followers and audience.

Marketing to your audience should be ongoing. As your business grows and changes, your marketing should do the same.

What social media strategy will be working in 2024?

A strategy to attract, connect and sell and this is how you can build it:

Attraction Content

This content is about attracting the audience by creating curiosity to know more. In this case, the goal is to create valuable content where a small solution is offered to a problem your potential client has. Its objective is to draw their attention to your community.

Here are some tips for your attraction content:

  • Know your ideal audience: it’s important to address who you are targeting. Investigate their problems, interests, and needs.
  • Storytelling: it’s the best way to attract, and tell your story. Use emotionality in it.
  • Optimize for SEO: use keywords and relevant topics that the audience searches for.

Diversify your content: have primary content, but also secondary content, this will allow you to reach different audience segments.


Connection Content

This content is based on resonating with the audience, going beyond promoting A PMU service. It’s about conveying a message of empathy with which the audience can identify because they feel heard. This content offers added value emotionally, intending to create a community.

Therefore, it focuses on:

  • Being authentic: share your brand’s personality and values, it’s about being honest.
  • Being empathetic: understand the problems, desires, and needs that the audience has.
  • Being relevant: offer content that is useful and relevant, do it with a deep and powerful narrative.


Sales Content

Here we focus on influencing the audience’s purchase decision. This is achieved through relevant and persuasive content. The goal here is to guide potential customers to find your brand, choose your PMU service, and ultimately make the purchase.

For this, here are a couple of tips for your strategy:

  • Define your ideal customer: put yourself in their shoes and ask what their desires are, their purchasing power, and what they are looking to solve with your service.
  • Create purchase content: develop content that shows the benefits and solutions of your service.
  • Use testimonials: it’s important to build credibility with potential customers, and you can achieve this with testimonials from customers who were helped.


Future-Forward Strategies and Predictions

In 2024, forward-thinking strategies will dominate. Personalization, community engagement, and novel platforms will shape the future of PMU marketing. Adaptable strategies are key to navigating an ever-evolving market.

In conclusion, the PMU landscape is evolving rapidly. Adapting to modern marketing trends is crucial for PMU businesses to thrive in 2024 and beyond. Embrace innovation, leverage technology, and stay ahead of the curve to elevate your PMU business to new heights.

Are You Guilty of These Five PMU Marketing Mistakes?

PMU Marketing Mistakes

From microblading advertising to taking a client’s payment, there are many things to consider for “how to grow a PMU business.” You want to put your time, energy and budget into those things that matter most and have the biggest impact.

Marketing success changes as fast as technology, and it’s important to know the right moves to make. Avoid these common marketing habits for the best success in growing your PMU brand.

Investing Too Little in Marketing

As a beauty entrepreneur, you may have a small budget or feel a bit nervous about investing a lot of money in marketing, especially if you’re just starting out. But, research shows that more is better.

Marketing is one of the best investments you can make for your business. Experienced entrepreneurs can attest to this fact. In a recent survey, those polled said they spent an average of ten percent of their budgets on marketing in the past 20 years, but regretted not spending more. Run your business with no regrets by investing more in marketing.

Obtaining the necessary funding for marketing is easier than you think. You can get financing even though your business may be young. Check with traditional and online lenders, like your local bank or LendingTree. Crowdsourcing is also an excellent alternative for finding the necessary money to invest in PMU marketing.

Too Little Research

It’s necessary to spend time finding and understanding your target audience (those who are likely to become clients). Careful studying and planning can show you the best place and time to reach them. Knowing where and how to communicate with your audience can help you make your marketing more successful.

Part of your marketing budget should go towards research. Try different methods of reaching your intended audience (social media, email, direct mail…). Find those that work the best for you and increase your efforts there.

Reaching Too Widely

When marketing your PMU brand, you are not trying to “cast a wide net” and reach everybody with your message. You want to find people interested in booking PMU treatments and market to them. Investing in marketing and research with a PMU marketing partner will serve you well at this stage. You’ll be able to narrow your marketing to those that are most likely to become a client.

Research is essential. You can learn all kinds of information about your target audience, like their average age and gender or what social media platforms they use and the best time of day to post content.

Today’s social media platforms are a great starting point. These are excellent sources of knowledge about your followers and audience.

Marketing to your audience should be ongoing. As your business grows and changes, your marketing should do the same.

Not Tracking Your Performance

If you experiment with marketing tactics without tracking your progress, you could end up playing a losing game. You’ll want to know what’s working well and what needs improvement.

Today’s technology makes it easier to check your progress and the outcome of your marketing efforts. Create clear goals to work towards. Stay where you are successful; improve what isn’t as successful.

Sticking With Traditional

Marketing calls for flexibility. What works today might not work in a few years. It’s necessary to adapt and experiment with new technologies and techniques.

Your audience will change. Communication preferences might shift, making email a poor marketing choice. Or, you might appeal to an entirely new demographic with a new treatment.

Social media platforms have transformed and will continue to do so. What got your business noticed a year ago won’t necessarily work today.

Putting It All Together

Whether you’re starting your business or are more experienced, it will always be helpful to take a step back and look at your marketing with fresh eyes. You can do this yourself, or a marketing partner can help you. Take time to review the above list and see where you can improve.

Invest in marketing for your business, allocating a good chunk to research. If you don’t have the funds, look into a lender. Excellent marketing will get you better results faster.

Narrow down your market to a core audience for a stronger impact. Reaching more people isn’t necessarily better if those people are unlikely to book your PMU service.

Stay flexible and adapt to change. Avoid the urge to stick with the traditional, including your traditional audience. Once you’ve perfected a strategy with your core audience, branch out to try new things.

Your PMU business is your baby. It’s easy to try and shoulder all the tasks of building it up and forget that you can ask for help. Your PMU beauty marketing agency has the experience to help you grow your business. Allow them to help you started, boost your current progress and take you above and beyond the competition.


Marketing success depends on how well your PMU business can adapt to the ever-changing technological advancement. Put your time, effort, and money into things that have a bigger impact. How? First, you need to lose these common marketing habits that are not helping your business. Read this infographic and take notes.

Are You Guilty of These Five PMU Marketing Mistakes Infographic


Marketing Skills to Help Your Beauty Business Break Through Bottlenecks

Marketing Skills to Help Your Beauty Business Break Through Bottlenecks

Your PMU business will experience many changes as it grows. You may be striding along at an excellent speed and suddenly reach a point where you need a larger salon, another artist, or more booked clients to continue growing. These natural slow-downs are bottlenecks. You can’t move forward without solving these problems.

Believe it or not, this is a good situation to have. It means you have reached a benchmark, or a goal. Your next steps are to consider what you’ve done well, what can be improved and what your new goals or benchmarks should be.

More Marketing for More Clients

An additional marketing strategy is often necessary to drive more business to your website and door. Your marketing efforts should include more than one digital channel (social media outlet) to reach more people in today’s technological age.

While you don’t have to become an expert on digital marketing (more on that later), it will help you to know the basics and what it takes to get your name out there. Marketing any business requires knowledge of certain practices, calculations and technologies. These are called hard skills and PMU marketing experts excel at them. It’s also helpful to have those softer “people skills,” like effective communication, leadership and inclusion.

We’ll discuss some hard and soft skills needed to up your marketing game. Hopefully, you take away two things from it: 1) a better understanding of your marketing strategy and 2) confidence in your beauty digital marketing agency to provide you with what you need to grow in today’s fast-paced digital world.

Search Engine Rankings

SEO might be a word you often hear as you increase your marketing efforts. It stands for “Search Engine Optimization” and refers to your business’s placement on a search engine page, like Google. Posting content consistently and using the right keywords matter to your SEO ranking.

People perform 3.5 million searches a day on Google. In fact, 93% of online activities begin with a search. If your business appears on the first page of results, it’s seen by thousands of people.

And, if your business appears within the top three listed companies, you’re even more likely to drive traffic to your website and convert lookers into booked clients. SEO is very valuable to your success because you improve how many people see you and book your services.

Boosting your SEO takes time–time to explore and research, time to experiment and time to execute. Not to mention, search engine and social media rules frequently change, making SEO keywords even more critical for your audience to find you. Most businesses hire a specialized SEO partner to help do the technical research and analyze the results.

Data Analytics

It may sound complicated, but in simple terms, data analytics is collecting and sorting information about potential clients to decide the best way to market your artistry.

You will need to collect data on your target audience (the potential clients you are hoping to book), as well as the progress and results of your current marketing. The information you gather will help you find, understand and relate to your audience in a meaningful way.

You’ll gather a lot of data from your interactions with your audience. Some examples include:

  • What they are searching for
  • The kind of content they’re watching and engaging with
  • Their purchasing preferences

Knowing what data is important, what to ignore and how to tell the difference is a big part of marketing and data analytics.


Content refers to anything you create and share online, such as your social media posts, blogs or videos. While content doesn’t directly advertise your brand, it is meant to get people interested in your PMU services.

Making content that appeals to your audience and posting consistently are essential. In addition, create content that stands the test of time so that someone coming across your post, blog or video days or years from now will still find it relevant and meaningful.

Customer Relationship Management (CRM)

Marketing is more than research and advertising. People skills like communication, inclusion, leadership, connection and relationship building are just as necessary. Your marketing strategy should help your business better relate to your potential clients.

These skills are referred to as “soft” because they aren’t typically learned from a book or in a classroom. A great marketer must stay aware of and understand the changing needs of their audience. It takes time and practice to learn, but you can become a master at connecting with your clients.


Effective communication is necessary for establishing trust and building relationships with potential clients. With millions of products and services competing for their attention, you have to stand out as someone they can trust and relate to.

Marketing experts have discovered that today’s audiences prefer short and entertaining communications. As a result, visual content, like videos, is quickly becoming the most preferred way audiences want businesses to communicate.

Visual communication can improve your SEO, engagement and booking rates. Video editing software can help you create more interesting visual content for your website or social media platforms.

You Don’t Have to Know it All to be it All

You can better understand and play a role in your business’s marketing strategy when you know some key digital marketing terms. But the best part is…to be successful, you don’t need a marketing degree or an additional 40 hours a week you don’t have.

Your beauty digital marketing agency at Highstoke is your one-stop PMU marketing partner. We have the skills and results you need to stay focused on your art and stop worrying about how to promote your business and get more clients. You don’t have to do it all yourself. Join our team to start thriving!

Measuring the Success of Your Social Media Campaign

Social media platforms like Facebook, Instagram and Twitter are excellent places to build a community, develop business leads and attract new clients. As a business owner, you want to set clear goals for yourself on your social media channels so that you make the most of your time and efforts there. You’ll also need to know how to measure your progress towards meeting those goals so that you can focus on what is working best for your business.

Setting and measuring goals keeps you organized, is the most budget-friendly way to work and gives you valuable feedback about your clients. If you haven’t been setting measurable goals and tracking the results of your social media efforts, now is the perfect time to start.

Success Is More Than Appointments and Money

A goal with a very clear beginning and end is often called a “campaign.” Social media marketing campaigns are carefully planned to help a business owner achieve their business goals through social media platforms. Different campaigns focus on different goals, which are as unique as your PMU business.

Not all campaigns are designed to drive immediate sales, though. Perhaps, you’re just starting out and your first steps need to be getting your name out there or building your reputation. If you’re not so new, your goal might be growing your following instead, knowing that a greater following will lead to more appointments.

Whatever your goal may be, it’s important to choose an accurate way to measure your progress towards the finish line. The number of bookings or your take-home pay may not tell the whole story.

Here’s how to get started.

Define Your Mission

No doubt you want to become a leading artist. But, achieving your dream can be a lot to take on at once. Instead, break it down into smaller, achievable goals that you can work on one step at a time.

When it comes to what you can achieve through social media, think of one goal you want to reach through your platforms, and use that to guide you in choosing what to focus on and how to measure it. For example, you might decide to focus on driving website traffic. Or, maybe you want to increase your engagement with your followers (who could turn into clients one day).

Because those two goals are different, you will need to measure your progress differently as well. You and your PMU marketing agency should clearly define goals that will help you grow your business.

Develop Ways for Measuring Your Goals

Goal-setting for social media advertising is the first step in a carefully planned social media campaign. The next step is to regularly measure the success of your efforts so that you know whether to keep doing what you’re doing or try something else.

To measure your campaign’s success, you and your PMU marketing agency will look at different metrics. Metrics refer to the “how” of measuring your goals. For example, how will you know when you’ve reached your goal to double the number of followers you have on social media? You’ll look at your followers today and compare it to the number of followers last week or last month. As with this example, you’ll have a metric, or measurement, for every goal.

Assess Your Success

Once you know the metrics you need for your goal, the next step is to find the right tools to help you measure (like choosing a ruler to help you measure length).

Some social media channels and third-party services like Google Analytics and Hootsuite provide that service or allow you to customize your own.

You have many options, so research carefully. If you need help understanding or deciding what would work best for you, consult a social media expert (like your beauty digital marketing agency).

Planning ahead and setting up your measuring tools before your campaign starts is ideal. Take the time to become familiar with how it works and what types of information it can provide you. Starting early also gives you more data to compare to from before your campaign.

Check Your Progress

Regularly check on your progress, even in the very beginning. Early data will help you see how far you’ve come and what to change in the future. Make this step a routine, whether you do it daily or weekly.

Make Improvements

Reconsider your goals and metrics every once in a while. Think about ways to improve your goal, speed up your progress or measure your growth.

Continue Learning

It’s important to keep in mind that regardless of the results of your campaign, it is still a win for you because it gives you and your beauty marketing agency insight and data about the habits and values of your audience.

As the famous inventor, Thomas Edison once wrote, “I have not failed. I’ve just found 10,000 ways that won’t work.” With your goals set, you’re always working on laying the groundwork for bigger accomplishments in the future. Set those goals. Measure the successes of your efforts. Make changes. Repeat.

What to Publish on Your Beauty Brand Social Media Account

For entrepreneurs, social media is more than a way to pass the time and be entertained. It’s an opportunity for you to reach your business goals.

Social media marketing for permanent makeup artists is about developing relationships, engaging with your audience in interesting conversations and showcasing your craft to build brand awareness and grow your business.

These days, businesses want to make their mark on social media platforms. How can your brand stand apart from the competition if everyone is doing it? Any beauty brand agency can agree that creating the right content for your followers is the key to standing out from the crowd.

Posting Content Regularly is Your Strategy

Content is the base of any business strategy these days. It’s the number-one way to promote your microblading business or showcase your PMU artistry. Consistently posting content that your target audience finds meaningful is how you connect, communicate and make yourself memorable to them.

The Five Most Useful Types of Content

With so many social networks, platforms and ways to engage with your audience, where does a PMU artist begin? To answer that question, let’s look at what professional marketers suggest to their clients most often.


Followers are more likely to engage with and share videos. This type of media helps your audience better understand who and what you and your brand are about. It drives traffic to your website and turns lookers into paying clients.

The popularity of Instagram Reels and TikTok videos proves that you don’t need fancy equipment or a big budget to produce catchy content. In addition, another cool benefit of posting videos is that you can save, repurpose and reuse them at a later time.

Facebook, Instagram and YouTube are the top three most popular social media sites for clients. Of these, Instagram provides many different and helpful tools for making and broadcasting videos.

While TikTok may not yet have the brand attention-grabbing factor that other platforms do, entrepreneurs can better understand their target audience by knowing about the viral trends on this social media site.


Images are the second most helpful and used type of content across social media networks.

“A picture is worth a thousand words,” so the saying goes. And indeed, it is true that most people would prefer to get their information from a picture rather than read about it. This method opens the door for User Generated Content (UGC), in which your followers connect with each other and with you through images.

Instagram is at the top of the list of virtual places to share pictures. Pinterest is another great outlet for sharing photos with clients looking for inspiration. Both networks allow you to turn images into shoppable content. That means you can link an image to your booking site.

Written Posts

Even though videos and images take the top two spots for ways to offer content, the written word is still a powerful form of marketing, especially when you post regularly.

Consistent posting familiarizes your audience with your brand, voice and tone. With regular posting, your brand will stand out from the crowd.

Your clients want to learn more about you, your services and any fresh news about your business. Not only will your followers discover more about you, but posting allows you to connect with and learn about them, too. In time, you’ll be the expert at what type of content engages your audience the most.

Twitter, LinkedIn and Reddit are great platforms for keeping your audience interested. Your written posts can include questions, polls and quizzes that are fun for your audience while giving you valuable feedback. You can keep discussions going by adding to conversation threads.


Consider using Stories to rev up your community engagement and give your audience new experiences. Stories are given priority across most social media networks, making them more likely to be seen.

The timeliness and interactive nature of Stories make them very engaging to audiences. Plus, interactive features, stickers, sounds and filters make for more creative and expressive content.

Instagram, Facebook, Twitter and Snapchat are some of the best for sharing Stories. Of those, Instagram is the only one that leaves your Stories up beyond 24 hours, allowing you to turn them into Highlights on your profile.


Live videos, or “lives,” allow you to engage with your audience in real-time. Question and answer or how-to sessions are a great way to ease any nervousness your potential clients might feel before booking and prepare them for what to expect.

Do What’s Right for You

We’ve highlighted several different social media platforms in this article. Not to convince you that you need every one of them, but to highlight the unique capabilities of each one and get you thinking of how you can use what you already have.

The most effective platform will be the one that you and your potential clients will use consistently. Check with your beauty digital marketing agency if you need help getting started. They can help you identify your target audience, the platforms they use most and the content they engage with more often.


Do you want to reach your PMU business goals? Social media offers a unique and effective opportunity to engage with your audience and showcase your craft. Aside from posting consistently, knowing what to post and where is the key to nailing your social media marketing. Find the most effective platform for you and your potential clients. Read on.

What to Publish on Your Beauty Brand Social Media Account Infographic


Giveaways That’ll Have You Looking Like a PMU Marketing Genius

Giveaway for PMU Advertising

The top two goals of every beauty entrepreneur is to get more clients and ensure those clients have a great experience in your care.

Giveaways can help fill both needs in one fun freebie. Who doesn’t love free?!

You can use giveaways to promote your brand, attract new clientele and foster loyalty. Create connections with your online audience over a fun contest by giving away something physical they can use again and again.

Giveaways showcase your style and personality while keeping your name at the forefront of every potential client’s mind. You’ll increase your chances for repeat business and referrals while advertising to potential clients looking for a great PMU artist (or who didn’t know they needed one until now).

Let’s look at the Where, What and How of giveaways. This guide will give you the essential information and a few ideas to get you well on your way to promotional items to market your beauty brand while making your clients feel special and like they got a great value.

Where to Give Promotional Items

As with any good idea, you’ll need to do some planning first. Research community events or trade shows. Read online rules regarding contests and giveaways on your social media platforms to make sure you stay within user guidelines and the law.

Know who you are trying to reach. Who is most likely to benefit from your services? What types of promotional items would interest them? How can you reach them in person or online? Your beauty marketing agency can help you learn more about your target audience to boost your PMU advertising efforts through giveaways.

What to Give Away

The more useful your promotional materials are, the better. You can give away branded items, like skin care products that relate to PMU or gifts that don’t relate but are useful anyway. Here are some ideas for what to give away. Some are related to PMU while others aren’t but have general mass appeal:

Branded Products

  • Skin care products like lotions and lip balms
  • Post-PMU service essentials kit (lip balm, skin salve)
  • Flash drive
  • Luggage tag
  • Water bottles
  • Pens
  • Limited-time, one-of-a-kind specialty product (shirt, lotion)

Coupons and Gift Cards

  • To your business for savings on another service or care product
  • To another business: coffee shop, Amazon, tattoo parlor, local hair salon


  • Massages
  • Wine tasting
  • Tickets to haunted houses or other seasonal events

Money for Bills

Determine a set amount you’re willing to pay on a client’s bill. You can reimburse clients after they’ve paid (up to your limit and after seeing proof of the amount).

  • Electric bill
  • Car payment
  • Grocery store trip

How to Implement Giveaways

There are so many ways to give out freebies. This part can be as simple or creative as you want.

Commonly, PMU artists give away care bags full of skincare goodies after their client’s service. You can hand out a gift bag after a new client’s first service, around a holiday or any time you choose.

The same is true for any gift, not just skincare products related to your PMU service. You can hand out coupons, discounts or information about receiving a percent or dollar amount off on their next PMU service with a referral.

Contests are a fun way to engage your online audience and give them a really memorable experience at the same time. Depending on the contest, you can even fulfill some business needs while marketing. Take caption or logo contests as an example.

With a “Caption My Photo” contest, you can increase your online community engagement by posting a picture and asking your followers to submit clever or funny captions. You don’t even have to choose the winner. Encourage more participation by asking your followers to vote for their favorite.

A picture contest works a bit like a caption contest, except instead of your followers captioning a photo you upload, you ask them to submit their own photos showing off their permanent makeup.

If you’re looking to create or redo your logo, you can accomplish the task while creating a fun activity for your audience by asking them to submit ideas. You could choose the winner or ask for votes to decide.

Your client might love having their name entered into a raffle drawing for the chance to win a prize after booking an appointment with you. Knowing this before they book could be what converts a potential client into a booked one.

Surveys can be tied into giveaways or raffles. For completing a survey, your client could be sure to receive a gift, gift card or their name entered into a raffle drawing. They win a gift, and you win valuable feedback.

Just like Shoe Carnival has a wheel that customers can spin to win discounts, you can implement a similar game where the prizes or discounts for your clients are a fun game of chance.

Giveaways: Fun for All and Functional for You

Your giveaways and contests will have your clients and online followers feeling like superstars getting swag bags backstage at the Oscars. Not only that, but those gifts can do double-duty to market your PMU business and triple-duty if you use them to fulfill business needs like creating a new logo or bringing in more online followers. Use your imagination and the expertise of your beauty marketing agency to test out different giveaways and contests for your clients and potential clients.

How to Grow a PMU Business: Scale up Your Customer Service

Scale up Your Customer Service

Growing your business is about filling your calendar and establishing your brand without sacrificing other areas, like earnings or customer experience. Essentially, you want to increase your client bookings while still providing the quality services and individual attention your loyal clients love about you and your salon.

You could use another you because trying to do everything yourself can be overwhelming. It is hard to be at your best when you are exhausted. Your client’s reviews are one of your best advertising tools, so you want to keep providing every client with the best experience every time.

Plan For Success

Whether your appointment calendar is filling up, you are working on more certifications, or focusing on building your social media presence, it all points to a busier you. There are only so many hours in a day. If you are finding it increasingly difficult to keep up with your busy salon, you’re probably at a place in your career where you need to make some adjustments. Scaling or improving your business practices for some tasks will enable you to do more without your customer service suffering.

It’s important to have a plan to scale up your customer service as your schedule begins to fill with bookings. Scaling customer service in the PMU industry means delivering more and better quality customer service experiences with your existing resources.

1. Keep What Matters Most, Drop What Doesn’t

First, figure out what matters most to your clients. Where can you relax some standards while building others? For example, maybe your clients are okay if you respond to messages within a few hours rather than the typical 30 minutes. Knowing that will free you from constantly checking your phone or website so you can focus on another aspect they care more about, like appointment reminders and receiving a pre-appointment checklist of “Dos and Don’ts.”

2. Make Your Clients Feel Important

It’s every entrepreneur’s dream to be well-known for excellent service. However, maintaining your top-tier reputation can be challenging as your business grows. Your artistic skills are still spot on, but other factors of the client experience from bookings and payments to communications can start to slip. You may have less time to make each client feel special or give them the red-carpet treatment you wish you could. Continue to make an effort to make each client feel important in meaningful ways.

3. Quit Trying to Do Everything on Your Own

The one-woman show that started this journey to become a successful permanent makeup artist, may not be enough to run a busy salon alone. Luckily, you don’t have to manage everything all on your own! While the artistry will always be all you, you can ask for help to guide and manage other parts of your business. A permanent makeup marketing agency can be an invaluable resource to help grow your business without sacrificing the quality of your client’s experience.

Put Yourself in Your Client’s Place

Imagine yourself in your client’s shoes. What would be most important to you? Define your perfect client experience. You might be able to use your personal experience in the chair of another PMU artist as a starting point. Think about what you liked, didn’t like or were neutral about.

Set your customer service goals based on how you define the perfect experience for your clients, keeping in mind that you may need to make changes as you implement your plan and test it out. Consult with your beauty marketing agency to learn more about strategies that have worked for others in your industry.

Invest in People and Technology

When it comes down to it, you’ll likely need to bring in more help to manage day-to-day tasks so that you can concentrate on your clients. An agency can take on some of your workload. Or technology can do the job in many cases.

An agency can provide extra people and experience to manage different aspects of your business without having the additional expense of hiring more employees.

Automated technology can help you manage recurring tasks at a lower cost. For example, you can use software that allows clients to book through your webpage. Then, the same technology can send them an appointment confirmation, a reminder and a checklist of what to do or not do before they come in.

Additionally, a nicely built webpage and a forum for your clients to interact with each other can help answer many common questions, saving you time and boosting your community.

The Upfront Investment is Worth it

As your business grows, you may need both technology and people to help you take the load off your shoulders and continue booking new clients for your permanent makeup business without sacrificing your outstanding customer service.

Whether hiring an agency that can put more employees at your assistance or using technical services and software, you will face some upfront costs when growing your business. However, the investment is worth it for your clients’ satisfaction and your reputation, peace of mind and longevity.


Every artist wants a successful PMU brand. Once there is growth, you need to handle all the responsibilities that come with it. One of them is juggling calendar appointments, more certifications, and building social media presence. You don’t have to struggle alone. You can employ people and technology to scale up your customer service. Here’s how.

How to Grow a PMU Business: Scale up Your Customer Service Infographic



How to get PMU Client Reviews and Testimonials

PMU Client Reviews and Testimonials

Does a review matter? In short, yes, client reviews do matter. With most consumers checking reviews before booking with a new salon, testimonials can be one of your biggest PMU marketing tools. Let others who love your work tell the story of what you were able to do for them!

What Is a Client Testimonial?

A client testimonial is when a former client writes about their experience with you, like the quality of service they received from you, for instance. They are testifying to the quality of your work and how satisfied they were with their treatment and service. You may have testimonials already in thank you cards from past clients. You can also ask clients if they are willing to submit a testimonial to you after their treatment – either written or in short video form.

Even more valuable, ask that they post the testimonial on Google, Facebook, Style Seat or any of the places where your clients find you. If you’re reposting photos and testimonials, ask for permission and get the client to sign a release form before posting these on your website or social media.

Why You Should Care About Reviews

Put yourself in the shoes of a first-time client for a moment. She is curious about the possibility of permanent makeup, but wants to know what potential results will look like and what options are available for her. More than half of consumers read at least four reviews before they make a purchase decision. This means that quality and quantity of reviews are both equally important.

Glowing testimonials that attest to your skill, style, and comforting manner go a long way towards convincing potential clients that they are in good hands with you.

Testimonials Win Clients

If we put ourselves in our clients’ shoes, it’s easy to see that it’s often not easy to make a decision on where to book their permanent makeup service.

With so many options at their fingertips, your clients need more information to make the best decision. Your potential clients want to see what ordinary people, like themselves, have to say about you. It’s word of mouth that feels authentic and relatable and can ultimately make or break whether a client books or not. Testimonials help potential clients choose you.

How To Increase Client Testimonials

1. Create Your Website and Social Media Page: Have a website where people can read and leave their ratings and comments about their service with you. For example, Google or Facebook business pages are where most clients check first, so you might want to have at least one, if not both, of these.

2. Show off Your Work: PMU and microblading are art forms. Show off your artistry with lots of watermarked before and after photos or videos. Seeing examples of how incredible you have made others look will boost their confidence in you.

3. Ask for a Review: Yes, it can be uncomfortable. But if you want to consistently receive good reviews, you need to ask (and maybe even remind) your clients to leave one. Don’t be embarrassed or shy about it. It’s part of growing your business. Give a brief explanation of why you want their testimonial.

In an unapologetic, confident, but not-pushy way, say something like, “Your results look wonderful, and I’m so glad you’re happy with them, too. It would help me out a lot if you left a review on Google.” Clients who love the work you do will be more than happy to help. Make it easy on them and provide them with a link where they can leave the review.

Follow up a couple of weeks later with a reminder and the link to leave their testimonial. Be careful not to be too pushy or persistent. That might have the opposite effect, such as a dishonest or poor review (or no review at all).

4. Make Testimonials Easy: You want it to be easy on you and your users to see and leave reviews. Having a QR code in your salon, sending a message after the appointment, or reminding them via email a few weeks after they’ve healed – All are ways that you can make it easy for a client to leave a review. You can copy and paste reviews from your Google business page onto your website, or use interactive plug-ins right on your site.

Third-party services make the process easy on you, but the drawback is that you have less control over the reviews. You might want to stick with a form that gives you more control in weeding out fake reviews.

***Bonus-A “Never-Do:” Never attempt to influence what someone writes about you or offer a gift for leaving you a review. It’s against the rules on many sites, can work against you if it seems suspicious and won’t give you honest feedback.***

Client Testimonials are Your Key for Growth

So, if you have been stuck wondering how to get more PMU clients, look no further than the new-age “word-of-mouth” advertising known as the online client testimonial.

Client ratings and testimonials showcase the quality of your work and provide a glimpse into the entire PMU or microblading experience. Even if you have a gallery of your work, reviews will help your audience understand other elements of the customer experience, such as your personality and the vibe of your salon. Additionally, seeing that someone else had the same need, booked with you, and had a great experience allows potential clients to see that you are real and reliable.


Does your PMU business have a testimonial section on your page or website? If not yet, then you should consider getting reviews and testimonials from your former client. This is a great marketing tool that can win over clients for your PMU business. Learn about this and more in this infographic.

How to get PMU Client Reviews and Testimonials Infographic