The struggle to build your brand as a new permanent makeup artist can be real. It can be difficult to know where to begin in terms of branding and marketing your new business. 

So, we’ve put together some helpful tips on how to build a PMU brand for artists! 

Why Brand-Building is Important

The PMU industry and popularity of different treatments has grown so much in the last few years which is amazing to see. However, it does mean the market has become quite saturated so you need to ensure you and your brand stand out in order to gain new clients. 

Some ways you can promote yourself in a saturated industry include developing a brand that works for you, keeping it consistent, ensuring your social content is targeting your identified target audience, and continuing to build your PMU knowledge!

Whilst some artists might decide to invest in a professional to help them promote a permanent makeup business, it’s not a necessity and you can definitely do it by yourself with hard work and research!

So, how do you build a PMU brand?

Find Your 'Why' and Identify Your Target Audience

Identifying why you have pursued a career in PMU can help you begin to tell your story through your brand and platform, which will allow you to reach potential clients who are happy to invest in you as a person as well as a brand. 

Once you have your why, it will be easier to identify the audience you want to target. How do they relate to your story? What are their values? What are their interests?

For example, have you pursued a career in PMU because you want to empower people to feel confident in their skin? If so, your target audience will likely consist of young women who are interested in wellness and self-care and value natural, subtle and long-lasting beauty solutions. 

After identifying your why and your target audience, you can start brand building, ensuring it speaks to this target audience and resonates with your ideal client. 



 The Importance of a Personal Brand

As the face of the business, you need to ensure you're showing yourself on social media. People love to see the PMU artist behind the art and putting your personality into branding can help any potential clients develop a connection with you. This will help increase the chance of them booking in for your services.

Through incorporating your personal story, i.e. your ‘why’, when you build your PMU brand, clients will see you not just as a service provider but as someone who genuinely understands and cares about them. 



Be Consistent

It’s important to try and keep your branding consistent from the start. When you choose your business name, logo, and brand colour palette, don’t be afraid to inject some personality and vibrancy, but make sure you consider your choices carefully!

People often get used to a brand so it can confuse the audience if there are changes being made frequently. Lots of changes can give mixed messages about what your brand is all about which can make clients less likely to develop a connection. 

It’s also important to keep branding consistent across social media platforms. When it comes to social content, tone of voice, logos, and brand colours, consistency is key for building a professional and aesthetic online brand for your PMU business. 



Build Your Social Media Profiles and Content Around Your Brand

One of the best ways to promote yourself and build your PMU brand is through social media. But we know it can be a lot easier said than done. Some of our tips include:

  • Optimising your social media profiles to include all the information the client needs to know, can help if they’re considering booking with you. So make sure to add your name, business name, the services you offer, your location and any relevant links, such as a website or online booking system. Adding information about your skills, such as training you’ve had or awards you’ve won, can also show customers your level of experience!
  • Be active on your social media platforms by posting regularly and don’t forget to show yourself, people want to see you! And always engage with your clients and audience as best you can if they’re leaving comments on posts and messaging you! If you’re worried about burn out from social media, you can invest in scheduling apps to help manage your time online!
  • Develop a content schedule and content pillars and stick to them. A content pillar refers to a core topic or theme around which your content is built. They can serve as foundational ideas that guide what you post, ensuring that content stays consistent and relevant to your audience. Examples include before and after transformations that showcase client results, educational content such as tips about aftercare, client testimonials, and behind the scenes content which can give you a chance to show off your personality!
  • Provide value in every post to ensure whatever you’re posting is going to benefit your clients / target audience. By sticking to your content pillars, you can make sure that each content idea is providing value to your audience.


Attend Conferences and Other PMU Events

We can’t stress enough how beneficial it is to attend PMU events and conferences. The PMU industry is filled with artists wanting to support and nurture one another, so don’t miss the opportunity to be part of the community!

In doing so, you can meet other artists and spread the word about your brand. When speaking with other artists, you also get the chance to exchange tips and recommendations. Not only this, there’s often invaluable information shared about new techniques and equipment from established and experienced artists which can help you to invest in your PMU education. In a lot of events, there are live model demonstrations, and you get the chance to ask questions and speak to artists to further your learning!

The WorldS Championship and Awards which was hosted in the UK last month and is taking place again next year (dates to be confirmed), was an incredible opportunity for artists to witness live demonstrations, meet new artists, and showcase their work, as well as win prizes!

The UK PMU Conference which is set to be held in London next April, will also give artists a chance to make friends and connections, stock up on products, and snag some goodie bags! There are also plans to have several live speakers sharing invaluable tips!



Remember, brand-building is a journey, not a one-time task. Continue investing in yourself, stay active on social platforms, and take advantage of opportunities like PMU events to network and learn. By staying consistent, authentic, and driven, you’ll not only build a successful PMU brand but also thrive in the industry.