Better Your Beauty Business By Breaking These Four Bad Habits

Beauty Business

As a beauty business owner, you have a lot riding on your shoulders as you work to make your lasting mark in a competitive industry. Along the way it’s easy to fall into some bad habits that could slow you down on the path to success.

Fixing or avoiding these bad habits can boost the amount you can get done in a day and make a lasting impression on your clients (good or bad). Work smarter, not harder, to accomplish more than you dreamed you could. But be aware if you’re doing these 4 bad habits while you’re working…

1. Don’t Depend on Yourself to Do It All

Do you feel like a one-woman show? It’s easy to think, “My business is my baby, and I can’t trust anyone to care for it the way I do.”

Fight the urge to do everything yourself. It is okay…appropriate…reasonable, even, to pass on some of your responsibilities to other employees and partners.

Give yourself permission to accept help. Surprisingly, your partners or employees might do a really great job. They may have more time to devote to a job than you do. Trusting others with some of your tasks will boost productivity and employee satisfaction while decreasing your stress and the demands on your time. And they may just be waiting to get the go-ahead from you, to take on more responsibility and help you grow.

Think you can’t afford to hire partners or employees? You can’t afford not to! Hiring a PMU marketing agency is one example of a partnership that will free up your time to focus on your artistry. Let them focus on growing your brand and client base. Their expertise will pay for itself as they help you grow your business.

2. Staying Too Busy

Busy-ness might be the new status symbol for this generation. Staying busy means you are important and leads to happiness and wealth, right? Actually, working too much over a long period of time is not good for the health of your business, employees or yourself. There’s a fine line between having a full schedule in a busy salon, and filling your time with small tasks. As Stephan Covey wrote in his bestselling book 7 Habits of Highly Effective People, “It is possible to be busy-very busy-without being very effective.”

Why does being busy not always equal maximum productivity?

  • Burnout – Burnout occurs when you are overly stressed, out of energy and unhappy because of working long hours without the proper rest and relaxation. If you’re stressing yourself out, you may be underutilizing your employees. If you are burned out or unhappy, it can start to affect everything else, from your work and personal relationships to your client connections and brand. Your clients are your top priority, so save the most energy for them, and delegate tasks that others can do for you.
  • Decreased Productivity – Does it ever seem like your work takes all your time? You are not alone. If you allow yourself sixteen hours a day to devote to your business, there is a good chance you will be able to fill all that time. However, if you set limits for yourself and work only eight hours in a day, you may be surprised how much you can accomplish in half the time. Reducing your time at work and allowing yourself time for friends, family, and relaxation can significantly improve your productivity during working hours.

Try assigning less time for tasks, and leave time for you (and your employees) to relax and recharge.

3. Not Automating Parts of Your Business

If you’re relying on paper notes, scheduling books, individual texts or Messenger trails to keep up with your appointments, your client management system could use some upgrading.

Automated services and technology can handle everything from your bookings to your routine daily, weekly, and monthly accounting tasks. Automated technology can give you back the time you spend scrolling through different types of media to locate a client’s appointment and decrease confusion and misunderstandings. Need to streamline your booking? We can help with this!

4. Spending Too Much Time On Your Phone

Have you ever been with a professional service provider when they took a phone call or checked their most recent text, Facebook message or Instagram comments? How did that make you feel? More importantly, what was the provider not doing when they were on their phone?

Picking up your phone to answer messages or take phone calls takes your focus away from everything else. It can leave your clients with the wrong impression if you pause their service to check something that could be dealt with later.

Exceptions are understandable–you may be expecting news about loved ones or trying to put out a fire. For the most part, however, limit your phone usage to certain times of the day and stash it away while working with a client. If you don’t want to miss a booking opportunity, consider hiring a partner to handle your bookings and social media marketing for you so that you can limit the amount of time you spend on the phone or social media. Want details? We can help with that!

Pass Along Responsibilities and Take Back Your Time

With so much to do to keep your business up and running, it’s normal for a business owner like you to have a long to-do list that keeps growing. Your full schedule can be a sign that you are doing a great job. But, to take a quote from an Ed Sheeran hit song, don’t let your “bad habits lead to late nights.”

Make the most of each day going forward by figuring out now where you can change the amount of work you are doing. If you can, pass along some responsibilities to employees or partnering agencies who can take specialized business aspects off of your hands. Let software and technology take on some of the workload for you, as well. Spreading out the responsibilities can free up your time and let you immerse sharing your gift with your clients.

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


How to get clients as a new PMU artist in the beauty Industry?

New clients for PMU artist

Starting isn’t easy, but don’t worry, we all go through it, especially those who are in the Permanent makeup industry. As a PMU artist, getting new clients can be challenging, but what is critical is to know what your goals are and to know what steps you need to take to get there. It’s all about perseverance and being consistent.

Increase your range of services:

More clients will automatically seek you out when you provide multiple services. As a PMU artist, it’s better if you can provide to your client a whole range of procedures for brows, eyes and lips. 

As a professional artist you should focus on getting trained and licensed for more than one procedure. Besides attracting new clients, returning clients may become interested in having more permanent makeup work done with you.

Having a quality website and a social media profile are essential for any established PMU artist:

New clients for PMU artistInvest in a website (time or money) or platforms like social networks where you can display your complete credentials, reviews, portfolio, and visible booking areas.  Since your work is permanent, you must seem trustworthy. Your website and social media platforms should look professional, and all the features like online booking are fully functional.

Offer them more:

During the early stages of your business, it’s a good idea to offer your new clients discounts while you build a good long term relationship. You can create vouchers and place them in local businesses, such as hair salons or gyms. Here are some ideas to get you started: 

New clients for PMU artist

  • 10% off your first appointment.
  • Permanent makeup loyalty cards – if you offer other PMU services such as eyes and lips, you can offer a percentage off the following procedure. 
  • By referring a friend – clients get 10% off their first appointment and a free treatment when their friend signs up.
  • Gift vouchers – offer customers the option of buying gift vouchers for friends and family. This will enable you to book future appointments for your client while they are still on your chair.

We hope this information is useful to get you started. Don’t forget to follow us on our social networks where we are constantly posting tips and hacks for PMU artists.

5 tips every Permanent Make-up Artist should know

Tips for PMU artist

Permanent Make-up (PMU) services are in demand like never before! There is a long list of clients waiting to find the perfect PMU artist. This is good news for PMU artists. However, some PMU artists have difficulty booking appointments. Why? Don’t worry! We are here to help you out. Here are 5 tips for those clients to get to know your work.

Every client has doubts, and you must understand that. The key to your success lies in helping your clients overcome their doubts and trust you.

  • Becoming a Permanent Make-up expert should be your first priority

Permanent Make-up ArtistAs Patrick Rothfuss says, practice makes the master. Nobody wants ruined eyebrows, for instance. People will require your services to increase their self-esteem and self-image.

Permanent means lasting or intended to last or remain unchanged indefinitely, for this reason water and soap are not enough if you’re not happy with the results. Clients tend to research the experience and reputation of the PMU artist.

Make sure you have enough practice as a PMU artist.  You should focus on becoming excellent at your profession. Invest in your knowledge and skills, and your clients will appreciate it.

  • Organize your own photo catalogue/portfolio for your PMU Business.

When it comes to selecting a PMU artist, photos seem to be the deciding factor. Photographs are usually the first thing a client looks at when checking out at your work. Don’t be afraid to practice taking detailed photos with your phone. Also, take the respective time to edit your pictures. Even the most professional photographers have to edit their photos. You might be inspired by examples on social media that your competitors share.

A guide has been prepared just for you so that you can practice more. Click here

  • Provide an Excellent Service as a Permanent Makeup Artist

Once you have an appointment, you should be able to answer all your client’s questions as the PMU specialist you are. Doubts are common, but it is your job to give the client the confidence they need.

Keep in mind that aesthetics matter, so ensure your business has an attractive and clean environment where clients can feel comfortable.

Take your time to do your work. There is no rush! Focus on creating fine and beautiful hair strokes.

  • Be obsessive about customer satisfaction 

Listen carefully to clients in order to understand what they want. Ensure you provide them with a great experience. Listening is the key to delivering excellent results.

It is common for PMU clients to refer your services to others through word-of-mouth. Marketing in the PMU industry is based on trust. As a PMU artist, you must provide the highest level of service to everyone you have the privilege of working with.

  • Take advantage of social media for PMU marketing

Permanent Make-up ArtistYour business can connect with potential clients and existing customers through social media marketing. Share information such as client reviews, discount seasons, and general information about your business.

Social media, when used properly, can boost your brand awareness and boost sales. Make sure your business has a presence on some of the most popular platforms, such as Instagram, Facebook and Pinterest.

Would you like to speed up the process? It’s time to invest in ads. You don’t know how to do that?

You don’t have to worry; this is our zone of genius and we’ll help you with all sales and marketing. For more information, write to our email:


How to make your PMU clients trust in your business?

How to make your PMU clients trust in your business

How to make your PMU clients trust in your businessNowadays, in the beauty world, the relationship of trust between the specialist and the client must be fostered and strengthened with high standards. Because when we talk about beauty, we can evoke the relationship that exists between self-image and self-esteem. 

Therefore, as a PMU artist, you must provide your client the sufficient confidence and security so that they can continue in this self-construction process.

Don’t forget that when a client is happy and satisfied with the process and results are obtained, they’ll be a recurring client. Trust is everything!

As your PMU Growth Partner, we want to give you some advice, which we gathered from our top performing artists to build trust with your clients: 

  • Communicate effectively

It is a clue to have effective communication with your clients. We suggest a simple question to gather information: What would you like to know if you were going to have the procedure yourself? 

Sharing information with your client is one way to create trust and confidence. Don’t forget to explain what you are going to do. Keep your client informed. 

  • Always be honest

The relationship that you will create as a PMU artist is professional. However, you must acknowledge your client as an individual with feelings and concerns and not just as a paycheck. 

Be very clear about your experience and education as a PMU artist, your skills, and your commitments with the client.

  • Be professional

The client needs to trust and rely on you as a PMU expert. Therefore, even though it may be uncomfortable, you should be able to clearly share your honest and professional opinion, with tact and diplomacy.. Be honest and upfront, but always kind.

How to make your PMU clients trust in your business

  • Be more human on social media

Showing your work on different social networks can help you build visibility. Don’t forget that you should engage with followers (potential clients) and show yourself as an open person. Posting images, speaking to your clients, or updating them with news and information can help create a closer relationship. 

  • Don’t forget to be available 

Make sure that your PMU business is available to your clients in some way. Provide multiple lines of contact, like an email and a phone number to communicate to clients that you’re accessible.

We hope these tips can work for you to improve the relationship with your clients and be the number one option for them. 

If you have difficulty getting clients, don’t worry, we will help you with this! You can send us an email at 

New road for PMU luxury artists: BCOD+ Program

Brow Clients On-Demand Plus

At Highstoke Media, we believe that change is an excellent way to achieve and overcome the current challenges presented in the beauty market.

This year, we have decided to embrace our transition and we have come up with our new program: Brow Clients On-Demand Plus. 

Our systems and strategies are designed to help luxury PMU artists get more paying clients on-demand with guaranteed & booked appointments (not just leads).

We are excited to announce that we´re the only growth partner that handles BOTH marketing AND the sales department of your PMU business. It means we are in charge of booking appointments, closing deals, and directing deposits in your bank account. Sounds amazing, doesn’t it? 

The time has come and we want to share with you all the details about our program and the best way to do it is by answering the most common questions: 

  • What does BROW CLIENTS ON DEMAND + offer? 

We offer our clients 80+ booked appointments in just three months without you having to do any marketing or sales yourself. Don´t worry! We got your back.

Brow Clients On-Demand Plus

  • What is the Brow Expert Concierge

This is our professionally trained team that has a deep understanding of the PMU market. They will be responsible for handling all of your follow-ups, nurturing, sales, closing deals, collecting deposits, and booking appointments. 

  • How many PMU artists do you work with? 

We work exclusively with one PMU artist per city. Our goal is to build long-term relationships with each one of them. We avoid unwanted competition for our artists which allows space for them to become the #1 artist in their area. 

  • Do you work with international businesses?Brow Clients On-Demand Plus

Yes, we do! Our platform is proven to work (almost) anywhere in the world. Today, most of our clients are in the United States, Canada, United Kingdom, and Australia. Our strategies are designed to thrive in every country. We believe there are no frontiers.

  • Which guarantees will I have working with Highstoke Media?

Our Guaranteed Profits Policy is simple and transparent. If we don’t hit the guaranteed booked appointments in the allotted time frame, we will work for FREE until we do.

Get exclusive access to our Brow Expert Concierge team who handles everything from A-Z – giving you the freedom to focus on your technique, CEO days, and becoming the top 1% brow expert in your city.

Would you like to have more information? 

You can send us an email to or see more information on our Instagram: @highstokemedia 


How to take better brow pictures for your business? 

Beauty treatmentIf you’re a permanent makeup, you must know that your clients might choose your work by the portfolio you show on your social media.

EXCEPTIONAL PHOTOS can be the difference between booking a few clients and being completely booked out for months. Customers will look at photos of your work to decide if you are the most suitable option because they’re investing in permanent beauty work and their appearance.

We are here to help you out. It’s time to start creating the portfolio of your work.  Having trouble taking your client’s brow pictures? Check out these tips.

1.Use a ring light.

Ring lights are a great option to light the face of your clients. The light will help to smooth the skin and show every detail of your work. Also, it makes everyone’s eyes pop!

2. Use the correct camera.

There’s no need to invest in a professional camera. Having a smartphone with a nice camera will help you to achieve good pictures.

Beauty treatment

3. Find the right angle.

We know all of our clients have a better angle for pictures. Try taking many shots, switching from side to side, always having the brows in the center of the photo so all the attention goes to them. 

Quality is the clue, and the closer the pictures, the better.

Don’t forget to keep your angles the same for all before and afters.

4. Clean out all the background.

Don’t leave any evidence of your tools used near the face and, clean the client’s face before shooting. We need to focus on your work, not the setting.

5. Retouch the photo with App.

There are several options of apps where you can find touchup tools such as wrinkle remover, blemish remover, photo reshape, teeth whitening, red-eye remover, among others. It can help you to improve your photos and give them the final touch. We have an app recommendation for you.

Airbrush is a free APP you can use to smooth out your client’s skin so their brows look as sharp and perfect as ever with no other distractions like pimples, scars, etc. Click on the link to learn more about how to use the Airbrush app 

We hope these tips can work for you!

Now you have the tools to try excellent shots.




Tips to improve your Brand awareness

Brand awareness

Brand awareness refers to people’s ability to recall and recognize your business. It helps your brand to become the top-of-mind of your audience.

It also helps to become familiar, and in the end, if you work on your brand awareness, you will get clients easier. Why?  Because when clients are facing a buying decision, they are more likely to buy from you.

Brand awareness also encourages you to achieve your objectives and goals. It can expand your audience, increase website traffic, and cultivate leads. 

How to create brand awareness? Let’s talk more about how to increase your brand awareness in the PMU business. 

1. Create a custom hashtag for Instagram.

Hashtags are an important part of all social media communication. If you have your own hashtag, it will start spreading and your brand will reach more people. When you click on the hashtag, people will find all the information you have created for them. The hashtag will be representing your brand. Be careful about choosing your #. 

Brand awareness2. Participate in sponsor local events

Get attention without spending a lot: increase your visibility in the beauty community by sponsoring local organizations and events. Events will give you a chance to showcase your logo and other visual content on the event’s fliers, website, and at the event itself. This exposure can be priceless for setting that seed in the consumer’s mind.

3. Post regularly to social media

Now beauty customers are connected to social networks. Faces are stock on the screen and the best way to approach them is by creating content for them. We recommend choosing your ideal social media platform and creating a plan for a week’s worth of posts. 

Would you like to have some ideas for taking better photos and level up your social networks? Check out our post

4. Run display ads. At highstoke Media we can help you to achieve your goals. Brand awareness

With personalized ads, you can capture the attention of a customized audience in the beauty market, build brand awareness, drive traffic, and convert potential leads into clients. You can create campaigns at scale to reach more viewers. 

Have you found this information useful? Highstoke Media loves working with PMU artists.

See you in another post.