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.

7 Strategies to Manage Your Rapidly Growing PMU Business

Growing PMU Business

After months of hard work, you’re finally hitting your goals. Congrats! Your salon is every PMU artist’s dream. It is buzzing with client chatter, and the phones are ringing off the hook. Everyone wants to schedule an appointment with YOU.

Lots of PMU artists hope to be in your shoes one day and learn how to grow a PMU business. But with growth comes different responsibilities, and you might find yourself wondering what’s next and how to manage everything that comes with scaling your business.

Growing fast is a good problem to have. To avoid a “good problem” turning into a plain “problem,” you need strategies to handle your success in a controlled way.

Growth is exciting but requires attention. If left unchecked, your busier-than-ever schedule or lack of experience with technical aspects of the business could snowball out of your control and hurt your business in the long run.

You don’t want a poor reputation because you couldn’t keep up with increased demand, didn’t have time to monitor and respond to client feedback or had a technical problem with your booking software that you didn’t know how to fix.

If you’re in the midst of fast growth or wisely doing your research now to better handle future growth issues, we have six suggestions to help you steer clear of significant problems.

1. Keep Customer Service Top of Mind – Always

As your schedule gets busier, it’s easy to let client feedback and reviews slip under the rug. Your clients are the reason for your success. Keep them happy to keep them coming back and sharing your name in their social circles.

It is important to always have a listening ear for praise and complaints. Pay attention to client feedback, and make sure you are responding to every message, review and email. Your clients are looking for communication that is genuine and personal. Personalized responses to their comments will help them feel heard and appreciated.

Client feedback can give you ideas about what you should do more of and what can use improvement. Your marketing team can also assist you with client satisfaction and responding to clients appropriately. Be sure to educate your team about your expectations when interacting with your clients and the feedback you receive.

2. Watch Your Spending and Adjust as You Grow

Inspect your bank statements and bills to see where you are spending money. Check what you spend on rent, utilities, supplies, marketing and technology services. Then, determine how you expect your growth to affect your finances and adjust your spending accordingly.

For example, have you been paying a monthly service fee for a service or product you no longer use or that is not helping you grow your client base? Cancel it and put the money towards something else that will improve your client experience. It may be helpful to talk to your marketing partner about what will bring you the best return on your investment.

3. Save Time With Software Solutions

The artistry that you offer your clients is the main attraction. If other tasks are getting in the way, look for ways to simplify. There are many software solutions you can use to make administrative tasks such as bookkeeping and scheduling easier and less time consuming. Cutting back on the time you spend on administrative tasks frees you up to focus on your art and your clients.

4. Lock In a Great Location

Finding the best location to lease for your salon will depend on a variety of factors. Be sure to take into account ease of access, proximity to your loyal clients, and surrounding businesses. A location near other high-end stores and boutiques can help boost the image of your own salon even before you open your doors.

Leases on commercial spaces can change periodically. To avoid losing your space or having your rent increased, you may want to consider a longer term lease. Typical leases for businesses can be three, five or even ten years. If you are contemplating expanding your business or sharing space with another artist, you may need to plan now by finding a larger space.

5. Know When to Hire Great Help

When you first started out as a PMU artist, you may have only had a few clients a week. You had time to devote to your social media marketing and managing your finances. Now that your salon is thriving, your schedule is full of appointments with clients. You may struggle to find time to grow your business.

Learning to hand over your workload to someone else can be the most challenging part of growth.

Decide what others can do for you. Your skills and experience as a permanent makeup artist bring clients through the door. That talent should remain the core of what you do. Perhaps, it is time to hire a partner to help with your social media campaign or bookkeeping so that you can concentrate on what you do best.

When hiring others, find experts who understand your vision for the future. You may be pleasantly surprised to find talented individuals who can boost a particular aspect of your business. For example, you might know some about social media marketing for makeup artists, but the person you hire may be able to bring experience and options to the table you may not have thought of before.

6. Seek the Advice of Other Entrepreneurs

Great entrepreneurs are willing to ask for and accept advice. Find other experienced business owners who have been down the same path you are on now. Join a PMU or a small business owner’s organization to learn about strategies that worked for others. Their advice could be invaluable. Highstoke Society provides a blend of networking opportunities and educational resources for growing PMU professionals like you.

7. Tailor Your Approach to Your Needs

As you grow, experiment with different strategies to keep up with changing demands, ideas and trends because there is no one-size-fits-all approach to growing a PMU business. Think about your strengths and weaknesses. Focus on learning about the areas that will benefit you the most. For some, it might be perfecting their skills in the latest PMU techniques, while others may see more benefit from expanding their social media presence.

You are not alone. Even great PMU artists face struggles as they grow their businesses. However, employing proven marketing and growth strategies can help you overcome these hurdles and build your business into the successful PMU salon you dreamed of running. Plan for success, use technology when you can, and rely on advice from other entrepreneurs and PMU marketing experts when you need it. You can be a successful entrepreneur.


A successful PMU business experiencing fast growth and success is what every artist dreams of. But know that it comes with different responsibilities that require attention. Otherwise, it can turn into a problem that will give you a headache. Here are some suggestions you can consider to prevent any growth issues in the future.

7 Strategies to Manage Your Rapidly Growing PMU Business Infographic


What Should I Charge for My Permanent Make Up Services? How to Charge What You’re Worth

“What price should I charge for my PMU services?”

That is a common question from PMU and beauty industry entrepreneurs. If you price your services too low, you risk making too little profit or gaining a reputation that you’re offering low value services. On the other hand, if you price your services too high, you may shock potential clients and send them running to the competition.

Trying to appropriately set your prices feels like you’re walking a tightrope. Don’t worry – we’ve got you covered! Read on to learn more about what to charge for your brow, lip and liner services, and build the confidence to charge what you are truly worth.

Four Pricing Essentials to Consider

1) Cover Your Expenses – First, consider how much it costs you to provide each service to clients. At the very least, you need to charge enough to pay for those expenses.

Know what your time and materials are worth. How much time does it take you to complete a brow session or microblading? What are the costs of the materials and electricity you use during an appointment? If you decide to offer follow-up and touch-up services, what are those worth? All these expenses are your direct costs. They can vary depending on the number of clients you see.

Next, factor in your indirect, or fixed, costs. Examples of indirect costs include your taxes, building rent, advertising expenses and employee payroll.

You’ll want to make sure that the prices you charge for your services cover your direct and indirect costs. Money that you make beyond that is profit that you can use to buy new equipment, hire additional staff, and pay yourself.

2) Set Your Pricing Goals – In addition to covering your expenses, you’ll want your pricing to reflect the goals and the vision you have for your business.

Some questions to ask yourself are:

  • How do you want clients to see your business? Do you want to be known as an affordable option? Would you rather be known as a luxury service? Perhaps you would like your prices to fall somewhere between “affordable” and “luxury?”
  • Will starting at a low price help you build a client base? Will a higher price attract customers hoping for a luxurious experience?
  • How about starting to build your client portfolio by offering an “introductory rate” for either the first visit or a short time period and then adjusting your pricing to an “original” rate afterward?

Review your goals with your PMU marketing partner and then decide on pricing that helps you achieve those objectives.

3) Do Your Market Research – Learn more about how much other artists in your area are charging for permanent makeup services. Understanding what clients will be willing to pay for PMU in your area will help you set prices with confidence.

Learn about your potential clients. Find out what they are looking for in a PMU artist. Look at your services and pricing from your clients’ points of view. What do you believe the true value of your services is in your market? If you are unsure, ask your clients directly for a customer review or send out a feedback survey after the service.

4) Change Your Prices – Keep in mind that your prices aren’t etched in stone. What you charge can be changed.

Prices change all the time–for everything.

Think about your costs of living – rent, food, gas, electricity and water bills, etc. They never stay the same for long. As your expenses go up, direct and indirect costs increase, too. At some point, you will need to make adjustments to your prices to reflect your increased expenses.

New certifications and increased experience could make you more in-demand, booking you for months or more out. Your popularity could make your time more valuable and allow you to increase your prices.

It is okay to change your prices to reflect the changes around you. You can experiment with price changes to find the perfect balance for you and your clients.

You Have Some Homework, but Your Beauty Marketing Agency Can Help

When it comes to pricing your PMU and beauty services, you have some homework to do in order to answer the essential questions in this article. Take it one step at a time, and reach out to your marketing team any time you need help. We’re here for you. Together, we can help you achieve your goals now and in the future.


The “Beauty” of Networking as a Beauty Entrepreneur

“No man (or woman) is an island.”

This well-known phrase from poet John Donne, means that no one can get through life alone – we need each other. If we want to succeed, we need to develop relationships and lean on one another. Your skills as an artist can take you a long way, but the people you surround yourself with to support you as a beautypreneur will contribute to your success.

We need each other!

What is networking?

Networking is talking with others working in the same industry to develop mutually beneficial professional and social relationships. Starting a conversation, a relationship or a friendship with another PMU artist could result in sharing ideas, or just simply supporting one another through the process, in a way that benefits you both. For example, you could learn PMU tips and tricks from someone you meet at a trade show to take back to your salon.

That’s the beauty of networking.

Your goal is to meet people in your industry or a closely-related field who can help you grow as a person or brand. Maybe you learn insider tips and tricks for how to grow a PMU business. Perhaps you meet potential clients who turn into paying ones. You may even learn to master new strategies to improve social media marketing for makeup artists. Or you find your business bestie that understands what you’re going through because she’s also on the same path.

How to Network


Social media is a great place to start. Not only can you cast a wider net with your branding and advertising through social media, but you get to keep in touch with clients and people in the PMU business that you admire but cannot meet face-to-face.

To network through social media platforms, stay engaged with your following by taking the time to reply to messages and posts.

Support the pages of those in your profession that you respect. Send a message introducing yourself and praising their work.

Over time, a virtual friendship can grow into a deeper, meaningful relationship in which you gain referrals, insight into new skills, tips and tricks of the trade or inspiration.


There is no substitute for networking face-to-face within your industry and community. Getting involved with a professional PMU organization is an excellent way to network. Personal interactions with others at trade shows, continuing education classes, or even social gatherings outside of the beauty biz will take your trade to the next level.

  • Seek out social and professional opportunities. Start with local meet-ups with professional and social organizations relevant to your business or of interest to you.
  • Focus on building relationships instead of building clientele. Put people first, and the business benefits will follow.
  • Set a goal to have a meaningful conversation with one person at first and then build up to a handful from there.

Have trouble remembering names? Lots of people do. Try this trick: ask for their business card and then write something positive and memorable about them that you can refer back to later.

Four Benefits of Networking

1) Creates a Support System – It’s always helpful to surround yourself with people who understand you. Other business owners and beauty entrepreneurs can identify with what you’re going through, whether you’re at the beginning stage of opening a business or considering additional certifications. Surrounding yourself with other entrepreneurs will encourage and inspire you, and uplift you when you need it.
2) Helps You Stay Trendy – By “trendy,” we don’t mean fast fashion. We are talking about current beauty industry trends like valuable tools of the trade, new PMU applications or business software that allows you to do more for your clients and provide higher quality services. We learn through observation, so watching and listening to what others are doing can help you become a better artist.
3) Helps You Grow Your Business (or others’ businesses too) – Learn what worked or didn’t work for others, and take those lessons back to what you are working toward yourself. You never know where inspiration will come from, or if you can inspire someone else. Get ideas about everything from managing employees to handing out client swag bags. A little further along in your career, you might be the positive example for others that they needed to see!
4) Builds Your Business Prospects and Leads –The more people you get to know, the more they get to know you back. Advertising your business is about getting your name out there. You could meet people who can positively influence your business. The relationships you build could lead to more word-of-mouth referrals, “shoutouts” on social media or partnerships. You might even meet people who want to book your services for their own PMU needs.

***Bonus*** Networking forces you to hone your conversation skills. You’ll become more confident and comfortable speaking with people.

Networking Is a Two-way Street

To make a friend, you have to be a friend first. Be willing to scratch someone else’s back before they scratch yours because one thing is for sure–the more positive you put out in the world, the more you get back. So, go ahead and plug a related business on your social media page first. Recommend another PMU or beauty artist to a client looking for a service you don’t provide. Your goodwill will be returned to you.

Go Further With Networking

An African proverb says, “If you want to go fast, go alone; if you want to go far, go together.” Your expertise, skill and talent in the beauty industry have taken you this far. Forming relationships with others in your industry and social groups will take your business even further and can impact others in a positive way. You stand to gain enriching and supportive friendships, valuable business connections and leads, and priceless information and strategies.

How Brand Loyalty Impacts Your Success as a Permanent Makeup Artist

Every permanent makeup artist knows that the success of your business depends on filling your schedule with people who value your artistry. The only thing better than a new client is a repeat client and one that is willing to pass your name along to anyone who needs your services too. Loyalty to your business is not only a high compliment, but can help your business keep growing.

Loyal clients are clients so ecstatic over the “Wow!” brows you created for them that they can’t stop talking about you. Ideally, everyone they tell about you would book an appointment with you, and your business would be set for life with the domino effect of all the rave reviews you get. In reality, though, good news spreads slowly. Your client might even be reluctant to let anyone know they had help getting their eyebrows so perfect.

Clients that are loyal to your brand act as brand ambassadors, spreading the word about your incredible skills. They value your services so much that they promote them for you. Loyal clients are more likely to talk about your extraordinary services with friends and family.

So, how can you build brand loyalty and get more clients for your PMU business?

It starts with giving your clientele a positive and unique experience every time they come in. Keep reading for tips on how you can build client loyalty.

Keep Interactions Positive

Your face-to-face and social media encounters will influence how your clients feel about you. Feelings are strongly tied to memories. So, a pleasurable experience will stand out in your client’s mind and make your business a positively memorable one. When asked for a permanent makeup artist referral, they will easily recall and share your name.

Develop Your Tone
How do you want your clients to remember you? Do you want to be reassuring and gentle? Do you hope they see you as trendy and witty? Choose how you want to “sound” and then clearly communicate those tone expectations with your employees and partners so that they maintain your brand standards.

Dedicate to Customer Service
With so many of your client interactions occurring through social media, make sure that you are responding to all questions and inquiries, sent via website or social media, every day. If you don’t have the time and have the means, consider hiring a dedicated team member to help with customer service. Make sure that you create and stick to your standards, including quickly replying to client questions and remembering to thank those clients who praise you. It might even be helpful to save your favorite responses to common questions.

Share Your Story

Your clients want to feel like they know you. Connect with your clients and online followers by sharing your story with them. Tell them why you chose permanent makeup, what you love about what you do, share your expertise, and tips for how clients can keep their brows and lips looking great. But number one rule, keep it relevant and professional.

You’ll capture and hold their attention which will also make them remember you better and feel closer to you.

Want to know more about building your story? We have a new blog about that. Click on the link to learn more.

Offer a Rewards Program

Want existing clients to spread the word about your brand while building your client base at the same time? Make it easy (and incentivise) for your clients to share the word with an rewards program.

Some tried-and-true examples include a dollar amount or percentage off of touch-up services, a voucher for a discount on a different service or a universal discount good for any of your services or products. You can give out incentives at the end of a service to encourage repeat business or tie it to a referral program, which gives existing clients a special discount on their next service if a new client mentions their name.

Other ideas include a skincare goodie bag or a gradual rewards system in which the prizes get more valuable with each referral.

Create a Community

Now more than ever, individuals are looking for causes they can get behind, especially one as easy as growing a tight-knit community.

Use technology to bring your audience together. Establish an ongoing and fun network with your followers on social media by engaging with them. You’ll not only get a better understanding of your clients’ interests, but you’ll also create devoted followers who are proud to be in your “family” and promote your PMU service through favorable word-of-mouth advertising.

Brand Loyalty Boosts Business Success

Traditional advertising only goes so far. Your clients are looking for a brand whose reputation they can trust and feel connected to. In many cases, they are more likely to listen to their best friend’s review over an advertisement.

It sounds simple, but all you have to do is ask. Make sure that at the end of your appointment you ask your clients to spread the word, and if you have a referral program remind them about the incentive. Don’t be shy! A gentle reminder is sometimes all you need to stay top of mind.

With a few simple steps, you can get more PMU clients and keep existing ones coming back by focusing on building loyalty. Encourage more referrals by giving your clients a wonderful and unique experience. Then, engage with them on your social media platforms, chatting with those who have questions as well as those who leave positive comments or reviews. Create a brand story that appeals to them. Consider a reward program to encourage repeat business and referrals. Most importantly, build a community where your clients can relate to you and each other.


The Ultimate PMU Branding Must-Haves

Every beauty professional is unique, and your brand identity should reflect that. It tells potential clients who you are. It sets you apart from the crowd and gives you a competitive edge. While catchy slogans and beautiful logos are great attention-grabbers, there is so much more to branding. Brand styles have other elements that all work together to tell your brand story.

Let Your Style Guide Run Your Business

Just like your tools and tints come with directions, you should have instructions for your branding to make sure it gets used correctly. Your style guide or brand book are the instructions explaining the “Who, What, Where, When, and How” of your look, from your logo and color scheme down to the font style and size on your social media page.

Once created, it will serve as a reminder of your business goals and can be easily shared with any partner you bring on board as you grow. Your style guide will steer everyone to the same goals, from your marketing agency to your web designer. Read on to start creating your own.

Elements of a Style Guide

Your style guide can be as simple or as detailed as you like. You may find including examples is helpful. It can highlight any “dos” or “don’ts” surrounding your brand logo, color, word choice or formatting preferences. Best of all, it is flexible and can change with your business as it grows and you get to know your target audience better. Here are the six elements to include in your style guide:

★ Brand Story
★ Logo Design
★ Font Choice
★ Color Palette
★ Voice/Tone
★ Visuals

1. Brand Story–Your brand story is everything you value and want to achieve with your business. It is your “why” behind what you do and showcases your passion for your art. In it are your vision, mission statement, and core values. Your active involvement in your brand story puts you in the driver’s seat of your success.

Not sure where to start? There are tons of real-world examples on the internet (from playful to direct) to get you started writing your story. Below are just a few examples from other businesses.
The mission of TED (producer of TED Talks and TEDx). You can see that it’s short, sweet, and to the point, but also a bit funny and attention-grabbing :

Mission: “Spread Ideas”

Here’s an early example of a Microsoft vision statement:

Vision: “A computer on every desk and in every home.”

Your values can be elaborate or straightforward. Here’s an example from MeUndies in which they kept it simple:

Values: “Stay Balanced

Go Further

Build Relationships

Champion Differences

Be Humble”

2. Logo Design–As recognizable as Larry the Twitter bird or the Nike swish, your logo is a symbol of your brand. It should be as unique as you. Use art and color to build a brand theme that makes you instantly recognizable. Do you want to convey luxury? Appear trendy? Be feminine? Think about what you want your brand to communicate. Seek help from your knowledgeable beauty marketing agency for ideas.

3. Font Choice–Play around with a few styles that look good on your website, Instagram, and Facebook. You might decide that you like a few styles, sizes and colors for different things like titles, headings and subheadings for website content. Your font will distinguish your brand and make you more recognizable.

4. Color Palette–No logo is complete without color, and as a PMU artist, you are no stranger to a color palette. Choose your main brand colors and use them in all of your marketing, so that potential clients start to recognize you. You may even decide to add secondary colors or approved color combinations.

Be as specific as possible with your color codes in your guide so that your team never has to guess, and you don’t risk sporting contrasting looks. You want your salon windows to match your website and social media pages, right?

Your logo design, font and colors will be one of the first things potential clients see on your website or business cards, so carefully think about how you want yours to look and consult your PMU marketing partner for help.

5. Voice/Tone Recognition–Communication with your clients, whether written or in person, is about making connections. Give your brand a personality that goes with your story and is attention-grabbing. From Old Spice’s humorous commercials to Dove’s empowering messages, you have a lot of choices in what your brand voice sounds like. Adding your chosen “voice” to your style guide will keep you and your team sounding the same in your social media posts, responses and your advertising campaigns.

6. Visual Cues–Art, photos, stock images and data are examples of attention-grabbing visuals for your website or social media account. Your style guide should explain how you would like to use images.

What kinds of illustrations do you approve of? For example, would you want photos with bold colors, very neutral colors or black and white? Do you prefer before and after photos only?

With the addition of a style guide, your brand will radiate the same confidence and beauty as your unique PMU artistry. To help, try describing your business with a few words (i.e., dark/edgy, bright/cutting-edge, subtle/natural or fun/feminine).

Post your style guide where you can see it every day to keep you focused on your brand goals. Let your employees and partners read it and have a copy (print-out or email), so everyone can be on the same page.

Like your PMU tools, consider your style guide to be a tool you can’t live without. With your style guide in place, you can ensure consistent branding and messaging to your customers and set yourself apart from the competition.

How to Find your Ideal Permanent Makeup Clients

We all have an ideal, dream client that we wish we could duplicate and see each and every appointment. While you can’t always have the perfect client, you can make moves to ensure that you are attracting the right type of client that will want the services you offer and will be ready to pay and book an appointment.

Identify Your Ideal Client Profile

You can’t be everything to everyone. In business, you can go crazy trying to make everyone a client. Save yourself the time and hassle, by putting on paper who your ideal permanent makeup client is (target audience). Think about what services you offer, who you already serve, and who can benefit that isn’t already a client. You may also look at competitors in your area and see what types of clients they are servicing.

Ask Yourself These Questions

➔ Who are your current clients? (Age, income, skin type)
➔ What is the desired result my client is looking for? (Replace hair loss, feel confident, save time getting ready, etc)
➔ What are your competitors doing? (Who are they serving, how are they showcasing their work?)
➔ Where are they spending their time? (Are they using social media, are they looking at newspapers, are they walking past your store?

How Can You Reach Your Dream Clients?

Once you identify your ideal PMU client, you will have an even better idea of how you can connect with them and meet their needs. The goal is to make your presence known and create a relationship. Potential clients are more likely to choose your business when you offer personalized interactions. You may have heard of a few ways to advertise and market your permanent makeup business, here are a few to consider.

Social Media

Social media marketing for makeup artists is one of the best ways to connect with new clients. Think of your Instagram and other social profiles as your online portfolio of work. In fact, this is likely one of the first places that a client will learn about you.

Research your target audience’s most used social media channels. Encourage a following by adding social media buttons to your internet marketing materials such as your website, YouTube channel and emails. (This works for business cards, fliers, storefront decals and coupons.)

Promote participation by replying to comments, asking questions and posting engaging content on a regular basis. Brand-specific hashtags are a great way to broaden the reach of your content.

While the above suggestions are basically free, you can pay to amplify your efforts on social media by purchasing ads or partnering with social media influencers who have already developed a relationship with your niche market and can help you capitalize on their followers.

How and Where to Gather Reviews and Testimonials

Online reviews are important for proving the value of your services to those who don’t yet know you. There are a couple of places where new clients will look for information about your business and see your reviews. Google My Business is a MUST for every business. Take your time to set up your profile and add contact details and photos. Yelp, Style Seat and others are also places where potential clients may find you and see your public reviews.

Don’t be afraid to make the ask! The only way you will grow your reviews is to ask clients who are satisfied to leave you a glowing 5-star review. Word of mouth goes a long way and a consistent stream of positive reviews build trust with future clients or those who are having a hard time making a choice.

Build an Effective PMU Website

It’s no surprise that your website is also a great way to showcase your work. Here are a few key ways to make sure your website is ready to show when potential clients are looking for your services:

  • Make sure that the pages of your website make reference to permanent makeup services and specifically what you offer with descriptions for each service type
  • Indicate where you are located
  • Add a map to your website along with contact information
  • Add photos of your work
  • Consider adding reviews or testimonials
  • Have a clear way for clients to contact you – whether you add a “Book Now” button or phone number to call
  • Add a link to your website on your social media profiles so that those who are interested can easily click for more information

Most importantly, don’t be afraid to be you, regardless of who your clients are. If they are the right client for you, they are looking for 1. Exactly what you are offering and 2. A connection with you through trust and relationship-building.

Consistency is the key no matter what means you are using to reach your core clients. Keep in mind that not everyone is your ideal client (not everyone has to be). Finding the right clients, who believe in you and your work, trust your expertise, and want to build loyalty with you, is what is ultimately most important.

5 Challenges a PMU Marketing Agency Can Solve

permanent makeup marketing

You’ve put your all into building this business, improving your technique, keeping up with the latest trends that can give your clients the best results. You open your shop and then… there’s only a slow, inconsistent trickle of clients walking through your doors.

The truth is that if you build it – they don’t necessarily come! Before you exhaust yourself trying to catch up on the latest marketing trends for your business, consider hiring a marketing partner that can help you gain a steady, consistent client flow without extra work on your shoulders.

Here’s how it works.

1. A Marketing Agency Can Save You Time and Money

“Time is money.” A marketing agency with a knowledgeable team and a proven record of working with other PMU pros can save on both time and money since it means you are trusting the experts to do what they do best. And in turn, frees you up to pursue what you do best – making clients look and feel their best.

Imagine the hours you could save in your workweek by not having to do your own research or experiment with different marketing tools and projects. Or the time you could devote to other parts of your business, without having to hire and train employees to focus exclusively on marketing.

In addition to the time you will save on marketing and staffing, you can also save money by trimming employee numbers. A marketing agency can reduce your expenses by eliminating the need to hire additional employees – think of an agency as an extension of your team without the overhead. Staffing your own marketing department involves extra costs that could eat away at the cash in your pocket at the end of the month.

2. A Marketing Agency Can Help You Run Your PMU Social Media Page

Stuck in that rut of trying to figure out what to post and when? A marketing agency will help you build your personal brand, create consistency in your posts, and ultimately, draw more new eyes to your profiles that are potential clients looking for a permanent makeup artist like you.

Just like brows are a science, marketing is a science, too. With the right partner, you will start to understand what your audience (future clients) want to see, how they connect with your unique style and personality, find your location, and book their consultation with you.

3. A Marketing Agency Can Help You Identify and Solve Problems

Sometimes, unfortunately, we all need hard truths. Hiring a marketing partner allows fresh eyes to look objectively at what you are currently doing to bring awareness to your business, how you’re branding and representing yourself and your work, and make recommendations you may have never thought of or that may have been too emotionally difficult to make.

Consider it as trusting the experts that can help you decide on even the most basic (yet impactful) parts of your business like what colors, images, videos or wording to use on your social media, website and booking platform. You might not have even considered this, but your team can also make recommendations on other ways to simplify how you run your business

4. A Marketing Agency Can Help You Organize and Achieve Your Goals

How many clients do you need to book in a week? A month? The right marketing partner will understand how to build consistency for your business. And that predictable, stable flow of new paying clients is what helps you build your reputation as a great artist in your area while giving you the foundation to grow in the industry, hire your team, expand your salon, and build a training or product line.

5. A Marketing Agency Helps Build Your Personal Brand and Reputation

Think of your favorite PMU idol. You may have a really clear idea of what you admire about them. It’s likely that is what has also drawn such a large following for them.

Your marketing partner can help you identify what makes sense for your own “personal brand” and how to share that gift with the world. While you may not become the next industry leader, they can help you find ways in which to really shine.

A Marketing Agency is Great, but a PMU Marketing Agency is Even Better

A PMU marketing agency’s specialized knowledge and functions translate into time and money well-spent. Even better than a marketing partner is a marketing partner experienced in your specific industry. An experienced PMU marketing agency will have a deeper understanding of what it takes to get more PMU clients to your door and gain you recognition and loyalty. Not all PMU marketing agencies offer the same services, so be sure to find the one that can give you the most complete support that your business deserves.


Now that you have built your business, improved your techniques, and kept up with the latest trends, it is time to hire a marketing partner. That is the missing piece and could be the solution to the slow and inconsistent flow of clients you are currently facing. Want to know how a PMU marketing agency can help? Read about that and more in this infographic.

5 Challenges a PMU Marketing Agency Can Solve Infographic


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.