“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.