Keeping Up with the PMU Competition

Keeping Up with the PMU Competition

Passion, experience and preparation are a great foundation, but even with all the tools in the box, starting a business can be tough. Just like it takes grit to turn into a pearl – building an empire doesn’t happen overnight. The best news is that you’re in an industry predicted to grow by 8.3% to become worth $960 million by the year 2026.1 Take advantage and get ready to step into your power! Want to know the one essential ingredient for your success?

It’s planning.

Planning is the key to running and growing a successful PMU business that’s able to keep up with (or surpass) the competition. Just as the old adage says, “If you fail to plan, you plan to fail.” Building and maintaining a successful business takes strategizing. Whether you’re just starting out or have been in business for yourself for a while, these steps can make the road to success a little easier to navigate.

1) Do your market research. Here are some key questions to ask yourself during the information-gathering process.
a) What should my pricing structure look like?
b) How should I brand my company? What kind of marketing and advertising should I use as a PMU entrepreneur?
c) What services and products will I offer?
d) Where will I set up my business?
e) Is there a need or desire for my services in that area?
f) Who will be my competitors, and what does their business look like?
g) How can I set myself apart from my competition?

2) Plan your resources. You are coming to the table with artistic skills and an eye for beauty. However, there are likely aspects of business that are new and challenging. No one is an island, so don’t expect to go it alone. When you’re first starting out, you may have to wear many hats. However as you grow, outsourcing business functions like growth marketing or administrative tasks gives you time back to focus on quality and client care.

3) Work on your branding. This step can be one of the most fun and creative parts. Your brand will come to represent you. While working on your branding strategy, here are some questions to ask yourself.
a) What should my logo look like? Sleek, modern or edgy?
b) In what ways should I advertise or market my business?
c) What social media platforms can I use for marketing my business?
d) Can a special in-store experience help my brand?
e) What prices should I charge for my services?

4) Make your clients #1. Your clients will always be the most crucial part of your business, because without them, you have no business. It’s all in the little details – the experience you provide during their visit, communication before and during the appointment, and aftercare follow up. The connection that your clients have with you is ultimately what drives positive word-of-mouth, reviews and loyalty.

5) Listen to feedback from your team and customers. You can learn a lot by just listening. Positive or negative, feedback is always an opportunity to learn. Pat yourself on the back for the positives and learn from the mistakes. Apply your new knowledge to better yourself and your business.

6) Keep expenses in line. It can be easy to lose track of small amounts of money that get spent here and there, especially when you’re just starting up. To prevent wasteful spending while money is tight, you’ll need to be vigilant in tracking your business expenses. Eliminate expenses that don’t add value to you, your team, or your clients. Find just one or two things that will build your business by improving the client experience or streamlining the scheduling process or boosting brand visibility.

Whether you’re just starting out or have been in business for years, these tips should help you focus or refocus your energy and efforts on the essential ingredients to being a successful PMU artist. They will serve to foster an environment that is both employee-friendly and customer-conscious. Most of all, they will give you the best chance for success doing what you love.


  1. M. (2021, June 14). Cosmetic Pigments Market worth $960 million by 2026 – Exclusive Report by MarketsandMarketsTM. PRNewswire.–exclusive-report-by-marketsandmarkets-301311440.html


The Top 5 Permanent Make-Up Trends in 2022

Permanent Make-Up Trends in 2022

PMU is quickly becoming the most popular way for people to give their beauty a boost in a way that regular make-up can’t beat because PMU doesn’t smudge, wear off or wash away.

Since the industry is ever-changing, remaining relevant as a permanent make-up artist means staying up to date on the latest trends in the industry, keeping your skills up to date and ensuring you are offering the best service to your clients.

Knowing the newest trends will help you speak more knowledgeably with potential or repeat clients about the procedures they hear about from friends or read about in fashion blogs. Being “in-the-know” will instill trust in your clients, giving them the confidence to put their beauty needs in your hands.

Our 2022 permanent make-up trend guide will help you get a jump-start on enhancing your skills and experience to keep your business growing in the new year.

1) Microblading

For several years now, the natural-looking hair strokes microblading creates have made it the most sought-after procedure for taking eyebrows from skimpy to sultry, and it’ll keep its top spot again during 2022. While powder brow applications may work better than microblading for some clients with oily skin, the industry is seeing an exciting new combination of powder and microblade brows growing in popularity as well. Together they mimic the way natural brows look when shaded with a brow pencil.

2) Lip Blushing

One-up a lip filler by creating fuller lips and long-lasting color for your clients with this permanent make-up trend. Also referred to as lip tattooing, lip blushing can not only create fuller, more colorful lips, but it can also help your clients camouflage scars, lighten dark lips, and even-out lip shapes. The lips are a sensitive area, so many permanent make-up artists employ a numbing agent to make clients more comfortable during the procedure.

3) Permanent Eyeliner

Keep their eyes perfectly framed any time of day with an eyeliner that won’t smudge or wash away. Sometimes called designer eyeliner, permanent eyeliner creates a classic-lined design for your client, or go bolder with a wing or a smokey look. With so many options to choose from, your client might need help deciding.

Clients can always start with a thinner, classic line and add to it over time until they achieve the perfect look. With results typically lasting one to three years, your clients have opportunities to refresh or completely change their look, which is great news if they’re afraid they’ll get tired of it or express concerns about keeping up with trends.

4) Scar Camouflage

Accidents, surgery and other incidents can cause scars on the face. Fortunately, PMU procedures can smooth out the skin coloration, rendering the scar nearly invisible. Unlike over the counter foundations and concealers, this treatment does not need to be reapplied daily to maintain the desired results.

5) Freckle Tattoos

For those who want to regain their freckle-faced youth, the freckle tattoo is available and gaining popularity. Pulling off this look and making it look natural takes a skilled permanent make-up artist with plenty of experience performing the procedure. As with any tattoo, it will require time to heal and reveal the end result.


Scalp Micropigmentation

PMU as a solution for thinning hair? Absolutely! Men and women with receding hairlines or bald spots are turning to this procedure to enhance their hair’s appearance. It adds the perception of depth and thickness to the existing hair that can last for years. Permanent make-up artists who are certified and experienced in performing this procedure will be in demand. The cost varies widely depending on the size of the treatment area.

Grow with the industry!

Permanent make-up (PMU) has changed so much over the years and continues to trend towards convenience and more natural-looking results that fade slowly, allowing you and your client to change things up and keep up with current trends. Your prospective clients will love the convenience factor and artistry you have to offer.

To make the most of this growth, make sure you stay up-to-date on the latest education and skills so that you can take advantage of the opportunities to grow your business. If you haven’t started already, photograph your work and keep adding photos and testimonials to your social media platforms so that future clients doing their research now can get to know about you and your dedication to your craft. Making the most of these trends and social media will create happy customers, positive word-of-mouth advertising your permanent make-up services and will help your bottom line.

Permanent Make-Up or Microblading – Are They The Same?

Permanent Make-Up or Microblading

It’s no surprise that Permanent Make-Up (PMU) and Microblading have become two of the most requested beauty treatments all over the world and are only growing in popularity.

You can probably attest to the confidence-boost that a beautiful pair of brows gives clients who want to enhance their face, shorten their time getting ready, and walk out looking flawless every day.

Eyebrows: The New Essential

We have seen fashion trends come and go, but not since Brooke Shields’ heyday in the 1980s has a strong, thick, well-defined eyebrow been so popular. Could it be due to masks covering the lower half of our faces these days? Whatever the reason, that perfect, strong brow line is more sought after now than ever before and will be driving more and more customers to your door…or, you know, your Insta.

Are PMU and Mircoblading the Same?

As potential clients scour the internet looking for a PMU artist, like you, they may come across articles and videos suggesting that permanent make-up and microblading are the same thing when in fact, they are different procedures that yield unique results.

This misconception is confusing to clients, who may be hesitant to proceed with something they don’t fully understand. Using your social media platform, you can clarify the facts and answer their questions about the procedures. You can show them what makes each one unique.

You, your website and your photos can help clients understand the differences between the two procedures. Be the one to answer their questions, and your site is well on its way to turning a curious researcher into a customer.

A Picture is Worth a Thousand Words

Since some potential patrons may think PMU and Microblading are one and the same, you can use your photos to showcase the differences. For example, having two different categories of photos displaying your PMU and Microblading portfolios could help a potential customer to see the differences at a glance.

Showcase the Options

Clients may come to your platform not even realizing there’s more to PMU than just brow sculpting. Show off those beautiful lip, cheek and eye colors of PMU with your photos, so that your clients can see the potential that permanent makeup can unlock for them. Consider adding some before, during and after photos to show how a look is created and the final results.

Describe the Different Procedures

Since PMU or Microblading can both be used to create the perfect eyebrow, consider posting photos with descriptions of the procedure that was used for each set of brows in order to give your potential clients visuals during their research. Want to know how to take the perfect brow pic? Click here to learn how to take one!

PMU for Healing and Aesthetics

Microblading and PMU can be a wonderful solution for patients who have hair loss due to cancer, alopecia and other conditions. PMU and microblading can enhance the face and help a person regain confidence in their appearance.

Add information and pictures on your website for those who, due to medical reasons, may benefit from PMU and Microblading. Let clients know how these services have helped many individuals feel more confident while healing from an illness or trauma. Also help clients understand more about the process by including information about what to expect, any special considerations while healing, and any general information that can help them make an informed decision.

The Versatility of PMU and Microblading

It’s understandable that some might be nervous about committing to something “permanent” on their face. Seeing the differences and similarities between permanent makeup and microblading on your Facebook or Instagram page can help build trust.

Show off pictures that reflect both the natural-looking or bold results you’ve achieved for your clients. The photos and information that you provide may be just what someone needs to stop looking and book that appointment with you.

Make It Work For You

Becoming trained, experienced, and licensed in both Permanent Makeup and Microblading techniques can help you as you grow your business and expand your client base. Ready to scale your client base? The Highstoke Academy can show you how! We’ll show you step-by-step how to attract your dream clients, set up PMU and microblading advertising, fine tune your marketing and book more clients in 2022!


Are you thinking of getting a Permanent Make-Up (PMU) or Microblading? But then, you might be hesitant after reading articles and seeing videos online about these two beauty treatments. It is crucial to learn it from the artists’ websites. That way, you can easily understand and differentiate the two. And as an artist, find out in this infographic on how you can achieve this.

How to use photos to showcase the differences of PMU and Microblading


Highstoke Media Network

HSM Network


Highstoke Media NetworkGetting ahead of the game today requires businesses to be able to adapt to a world marked by innovation and change.

Taking a step back, evaluating what has been done, and figuring out where you want to go is essential for any organization. Changes are here and we are excited to share them with you.

This year, Highstoke Media has faced a substantial growth and we have taken time to understand our role in the beauty industry and what we intend to achieve.

We have realized that the scope of our business project has far exceeded our expectations. As time went on, it became more clear to us that our mission is to walk alongside not only with Permanent Make up artists but business owners of the beauty industry and help them to make their dreams come true.

First, our mission was focused on worldwide PMU artists but now we want to help all beauty professionals to build and expand their business while they impact their community.

The Beauty Growth Network  

Since we understand that community makes all the difference, we are here to introduce you to Highstoke Media Network, an online community for beauty entrepreneurs and professionals, a place where their questions are answered and they can feel part of something bigger.

Highstoke Media is on a mission to create a community of beauty professionals where they can learn about how to take advantage of their potential and define their own definition of success.

We are here to provide valuable information and inspire action through the content we are creating. Highstoke Media is here to support entrepreneurs who are chasing their dreams. We are here to grow together.

Our goal with the Highstoke Media Network is to support beauty professionals by providing them with a safe environment that not only allows them to find new clients but also where they can feel confident and  can discover all the tools and information they need.

Highstoke Media Network

Our Program: Brow Clients on Demand Plus

Over time we are seeking to develop programs that facilitate the objectives set by the beauty professionals. That is why we are proud of our first program focused on Permanent Makeup artists. Brow Clients on Demand Plus (BOCD+) offers PMU artists a method to get more paying clients with guaranteed bookings. This program handles both the marketing (directing dream clients your way) and  sales (booking appointments, closing deals, and directing deposits in your bank account). 

This is just the beginning of all the great things we have planned for this year. Stay tuned. for more announcements.

How to become a successful Beauty entrepreneur?

successful beauty entrepreneur

At Highstoke Media, we have learned that our passion is to support and partner with beauty entrepreneurs. We have experienced the feeling of uncertainty and doubt that came with setting up our own business. That’s why we want to share some insights and advice to help you make it as an entrepreneur.

  1. Establish a clear business plan

Beauty EntrepreneurA good place to start is creating your own business plan. Take your time to define your business advantages and weaknesses, what you offer; what makes you unique in the market. Also, don’t forget about focusing on the strategies that you will use to grow and create brand awareness in the industry. 

In this stage, you should think about every possible scenario, which could happen in your business. The idea is not to be scared, but to be ready and create possible action plans. For example, in the case of a new confinement, what should you do? What is most important, how would you deal with it? 

  1. Be careful with financials – remember you’re just starting out

Cash flow is one of the biggest challenges for start-ups. In order to avoid unnecessary costs, you should resist the temptation to upgrade your office/studio to the max or have unnecessary expenses.

Whenever you make an investment, you must consider the benefits it will bring to the company and determine if you can afford it.

  1. Don’t be afraid to ask for help

Beauty EntrepreneurNew beginnings are not always easy. When it comes to business, getting advice from people with a lot of knowledge can prove to be the best tactic. To be successful in this industry, it is not necessary to know everything, but rather to know that there will always be someone who knows more than you. Don’t be afraid to ask for help.

There are plenty of resources for networking, knowledge sharing, and advice available. Networking is more than just finding new business opportunities; it is also a great way to find support and ideas for the future. Please do not be afraid to seek advice from the people around you.

  1. The best asset you have is yourself. 

Beauty EntrepreneurIt is common for entrepreneurs to forget that each of us should take a break once in a while. Since it is your own business, commitment is greater, but you must rest, exercise; eat well, and most importantly, set boundaries. You do not have to work endlessly!

Take time to spend with your family and friends. Quality time can help you to breathe, oxygen the brain and can help you to be more efficient at your work. As an entrepreneur, you should forget working on your time management skills. 

Here is a post where you can read why it’s important to take some time for yourself

  1. Always learn new things

Beauty EntrepreneurRunning a business is a continuous process of learning and growing. In addition to practical skills, you should also develop emotional capabilities. Browse free and low-cost online courses, try to listen to podcasts, watch TED talks or documentaries of your industry. There are also great conferences where you can learn up-to-date industry trends and network with like minded beauty professionals, like the Vegas PMU Conference.

It has been said that the only thing you have that cannot be taken from you is what you have learned.

Over the years, we have learned that each process should be enjoyed and now you are off to an exceptional journey. Don’t worry; we are by your side to help you.


As a Beauty Entrepreneur, you are your top priority

Beauty entrepreneur

Being a beauty entrepreneur means changing priorities and doing as many things as possible. You are focused on growth and usually you think you don’t have enough time to complete all the activities that are being required. This can be overwhelming but don’t worry, it’s normal and you are not alone. 

As a business owner, you may spend long hours doing the hard work since there are limited resources or it may be hard for you to delegate. 

Today’s demands on our time can be challenging, especially running a business. No matter what your lifestyle demands, you have to avoid burning out.

However, we are here to tell you that it is important to take some time for yourself. Most of us prioritize our business needs above our own in an effort to not feel guilty for not working as hard as we would like, but this is not healthy.

Here are some reasons to explain to you why it might make sense for you to take some time out for yourself.

 1. Relieve stress 

Beauty EntrepreneurIt’s easier to feel exhausted if you don’t prioritize your “me” time. When you are constantly under pressure, your stress levels increase, and eventually you burn out. It’s necessary to recharge your batteries, and lower your stress levels by taking some time out

How do you define “me” time? “Me” time doesn’t have to mean doing something by yourself, it can simply mean doing something you enjoy. This could be reading a book or our blog post , going for a walk with friends or watching a movie with your partner.

Also, you can try new alternatives such as meditation (you can use an app to guide you), try a new recipe or even take a relaxing bath.  

2. Be productive by resetting your brain.

A never-ending list of tasks and working from the moment you wake up until you go to sleep is not ideal. Our brains aren’t built to focus for long periods of time. Taking regular breaks helps you stay focused. A pleasant break can refresh you and get you back on track.

3. Make it easier to concentrate and solve problems.

When the brain is constantly thinking about a matter, it becomes increasingly hard to see the problems from a different perspective and find out an efficient solution. Many times, you will discover that the solution will suddenly arise to you simply because you are not trying to force it.

 4. Self-discovery time. 

Beauty EntrepreneurSometimes we need to take a step back and evaluate where we are. What matters most to you? Where do you stand? Where do you want to go? In the chaos of the daily routine, sometimes we lose sight of what we really want. When our actions are not aligned with our goals, we can lose ourselves. 

 You should remember that quality over quantity is what matters most when it comes to your “me” time. No matter what your schedule looks like, make sure you take ten minutes to focus on something that inspires you. Disconnect from technology and take a break.

 We hope this information can be useful for you. See you in our next post.