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.

Interview with Ana Square of The PMU Masters

How many personal pics are too many on your Instagram feed? What should every PMU artist know to grow their business using social media? Ana Square, editor and chief of PMU Masters and owner of Ana Square Microblading, shares her expertise on all things social media and how PMU artists can build a strong presence using their social media profiles. Watch here:



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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.

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


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 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.




Why is branding so important in the PMU Industry?

Why is branding so important in the PMU Industry

Why is branding so important in the PMU Industry

The brand is the image of the business you send out to the world. It makes you stand out from your competition. 

The truth is people don’t buy what you sell but the way you sell it. People usually look for a brand where they can feel safe. Consumers tend to look for brands that have a message to share with the world. In the beauty industry, brands don’t only talk about beauty, they also tend to talk about self-esteem and self-love.

Keep in mind that managing a brand is not something done overnight. It requires effort and a lot of work. However, it’s a task that is necessary if you want to grow in the industry. 

We’re here to show you that it’s crucial to know how to manage your brand in order to increase your business value and generate new customers.


The first thing we need to clarify is that branding is not only the visual components. It goes much further. The brand is everything that differentiates and identifies something. Creating a brand is much more than creating a name, a logo, or a slogan. Creating a brand is to transmit the values ​​of the company and communicate them with its public.

Why is branding so important in the PMU IndustryTHE VALUE OF A BRAND

A brand isn’t born with a commercial value. A brand is built over time through strategies. Value is the consequence of good brand development.

A brand is valued according to the relationship it creates with its audience. In this journey of building value, every detail makes a difference when it comes to people’s perceptions of your business. 


By now, you must be wondering what actions you need to become a strong brand. You and your team must pay attention to the following aspect: 


If your brand is not unique and different from your competitors, it has no chance of becoming strong. There are millions of competitors in the beauty industry. You need to ask yourself, what makes you different from others? Is it for your service, your price, your ability to design brows?


The message that your brand passes on has to be easily understood by your audience. What is your goal? What are your values? 


Being adaptable does not mean giving up your identity and essence, but knowing that at a certain point it is necessary to reposition yourself in the PMU industry. Changes are inevitable, new trends will appear and you must adapt your technique accordingly to the market’s demand. 

ENGAGE WITH THE PUBLIC AND BE AUTHENTICWhy is branding so important in the PMU Industry

Never promise something that your brand can’t deliver. It is necessary to have clear values ​​with your audience and have attitudes that confirm those values. 


The brand needs to cause changes in people’s lives. In our case, microblading is a beauty service that can change the way people perceive themself. Even after an initial microblading treatment, women feel more confident and self-satisfied with their appearance. 

Highstoke Media loves working with PMU artists. We hope this information is valuable for your business.

In our post you can find more information about how to boost your brand.

Tips to Improve your Productivity in your Daily Routine

Tips to improve your productivity in your daily routine

Nowadays, our productivity and time management skills are key factors in measuring our success. However, with time seemingly slipping away faster than ever, it’s no surprise that we often find ourselves overwhelmed and directionless by the end of the day. We strive to be more efficient and productive, yet we still end up glued to our phones, accomplishing little. Time keeps ticking, tasks keep piling up, and frustration sets in.


In this blog post, we aim to provide you with valuable advice on boosting productivity and overcoming the confusion caused by an endless stream of tasks. Our goal is to equip you with tools to work smarter, not harder.

  1. Plan Your Day

To ensure you remember everything that needs to be done, create a comprehensive to-do list. The crucial aspect is to plan your day effectively, being mindful of your tasks and setting realistic expectations for your time.

Remember, it’s impossible to do everything at once, so distribute activities throughout the week. Often, our memory fails us, and it becomes necessary to jot down even the simplest of pending tasks.

  1. Set Clear Daily Goals

Don’t attempt to accomplish everything in a single day. Clearly define and be realistic about your objectives. Rome wasn’t built in a day, and similarly, tasks need to be spread out over time. We understand that it can be overwhelming, but fret not. With practice, you’ll learn to manage your time efficiently, as long as you’re willing to become more conscious of time management.

For instance, dedicate a specific day for activities requiring you to be out and about. If you know certain tasks demand more time, such as budget planning or content creation, ensure you allocate sufficient time to complete them.

  1. Tackle the Toughest Task First

By starting with the most challenging task, you’ll alleviate pressure, and the rest of your tasks will feel like a breeze. You know yourself best and can identify assignments that may be time-consuming or complex. Organize your time to tackle them at the beginning of the day.

With a fresh mind and abundant energy, you can dedicate yourself fully to the task. It’s a great feeling to conquer the most difficult part early on, lightening your load. If you postpone it, distractions and fatigue may hinder your progress, leaving you frustrated.

  1. Eliminate Distractions

Focus is paramount—we can’t afford to waste time. Keep your phone out of sight while working on your tasks. Let’s be honest, it’s tempting to check Instagram every five minutes or engage in studio banter, but it’s not impossible to resist. Help yourself by switching your phone to airplane mode or letting your friends know you’ll catch up with them later. Trust me, once you truly focus on the task at hand, you’ll complete it in record time.

  1. Take Regular Breaks

Small breaks are essential to prevent burnout. Remember, we need to work but also rest. We’re not machines designed to stay connected 24/7. Brief intervals allow our thoughts to flow effortlessly, giving our brains a chance to breathe and enabling us to concentrate with less effort. Stretch your legs, take deep breaths, or enjoy a quick snack—these simple actions can easily rejuvenate you.


These changes may seem minor, but incorporating them into your daily routine can yield noticeable results. Give them a try, and hopefully, you’ll find them beneficial.

Stay tuned for our next post. See you soon!