Starting as a permanent makeup artist isn't easy. Here's the real story of mistakes, lessons, and strategies to thrive in your PMU career.
Every permanent makeup artist has a journey—yours might look messy, uncertain, and full of "should I just give up?" moments. Mine definitely did.
When I started in 2021, I wasn't confident, I wasn't experienced, and I didn't have a big following. What I did have was a spark of interest, a five-day live model course in Los Angeles, and a leap of faith into signing a lease for a tiny 500 sq ft studio. Rent: $1,000/month. Clients: zero.
If you're nodding right now, thinking that sounds like me, then this playbook is for you.
When I first got started, I thought stacking classes was the shortcut to success. If I learned five techniques from five trainers, I'd surely be the best, right?
Wrong.
👉 Take one great course. Master the technique. Get reps on clients. Only then add new layers.
My first 30 clients didn't come from Instagram or Google—they came from Facebook groups.
I posted honestly: "I'm opening my permanent makeup business and need portfolio models. Discounted rates available."
👉 Don't underestimate the power of free or discounted work to get the ball rolling.
There were days I left my studio crushed. A procedure hadn't gone how I wanted. Or worse—no one was booked.
What saved me was community. I became friends with another PMU artist slightly ahead of me. She gave feedback on healed photos, reminded me that "bad days" happen to everyone, and kept me from walking away.
👉 Find one friend in the industry. Not a competitor—an ally. DM someone, invite them to coffee, share experiences. This industry is too hard to do alone.
Like so many artists, I believed the mantra: "Post every day, and the clients will come."
So I did it. I posted a reel every single day for a year.
Yes, it got me some clients. But not enough. And it tied my business to a hamster wheel—no vacation, no breaks, just endless content.
When I invested in professional content, I also made the mistake of putting myself in the spotlight—videos of me setting up trays, me working. Nice branding, but not what clients care about.
Focus on client transformation, not yourself.
At first, I thought, "If I become the best artist, everyone will come to me."
The reality? Clients can't always tell the difference between "amazing" and "good." What they do notice is:
👉 Invest in your skill, yes—but don't ignore business and marketing systems. A great brow photo alone won't fill your books.
At my lowest point, I nearly quit. I had poured thousands into agencies and marketing companies that promised me bookings. One charged me $12,000. I cried on Zoom calls asking for refunds.
None of it worked.
What did? Learning the fundamentals myself. Understanding the offers, systems, and creatives agencies were selling. Then adapting them for my own studio.
👉 Even if you eventually outsource, learn the basics of marketing first. You'll know what works, what doesn't, and won't get burned.
Most people won't see one Instagram post and immediately book a tattoo on their face. They need to:
When I added free consultations to my funnel, my entire business changed. One month, I booked 16 consults and 12 clients. I went from $2k months to $10k months.
👉 Sell the consult, not the service. It builds trust, lowers risk, and dramatically boosts bookings.
Today, I work three days on clients, one day on business. I don't rely on posting daily. I don't pay an agency $2k/month.
It's freeing. It's doable. It's profitable.
And most importantly: it's proof that if you feel like quitting—you don't have to.
One good course + live model.
Offer free/discounted services at first.
Community keeps you sane.
Focus on quality, client-centered content.
Skill alone won't save you.
Learn first, outsource later.
They convert cold leads into booked clients.
If this resonates with you—if you're tired of feeling alone, guessing at marketing, or doubting your skills—I built a free community just for PMU artists.
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