Perma Blend is one of the biggest brands in the world when it comes to permanent makeup, and they’ve been an artist favourite since their launch in 2014 thanks to their vivid, healed results and revolutionary collections and launches.

They were also one of the first brands to launch fully REACH compliant pigments through the Perma Blend LUXE range following the introduction of regulations, meaning artists in the EU could still get their hands on safe, high-quality pigments for their clients.

We spoke with Brand Director of Perma Blend Anne Marie Rubino, about how the brand got its start, how the PMU industry has changed, and what artists need to know about the pigments they work with.



How did you get into the permanent makeup industry?

Lou and I opened a Medi Spa in 2011, where we did laser tattoo removal, laser facials, laser hair removal, massage, and we brought in PMU. We hired a woman from Florida to come and train the entire staff of women to do PMU. At this time there were seven shops, so the thought was to put an artist in each shop. Before, I was a special educator working with children with autism. I am also a life coach.

What was the driving force behind creating the Perma Blend brand?

As I was beginning my PMU career I was taking classes by all the major masters at the time.  Each one would talk about how we needed to learn to correct the colours once our client was healed. Since Lou was already an ink manufacturer, he did not understand why the colours were changing. In tattooing, the inks do not shift, so he knew he could create something that was more stable - that is how Perma Blend was born.

How has the industry changed since you initially launched Perma Blend?

I believe that the industry has gotten better since Perma Blend. We came in with a more stable ink at a much lower price than other PMU pigments at the time, which was industry-changing all by itself. We as a company have always been transparent and so we listed ingredients, we talked about the carrier package, and opened that up to artists. Before Perma Blend, no manufacturer was open about their inks. This allowed our customers to trust us and they connected to the story of our family.

My dad was an old time tattoo artist and he taught Lou everything he knew about inks and tattooing.  My dad had the busiest shop on Long Island for all the years it was open, so Lou had great experience in that way. I think we gave artists the opportunity to think outside the box and begin to question things that they had only been thinking about up to that point.



What do you love the most about Perma Blend pigments?

I love that we are a company of integrity, and we are always striving to do better and to learn more.  As we learn more we change and grow.  Lou and I are artists, so we understand what artists want and need, and we approach it with the passion that we both have for the industry.

What is some of the most memorable feedback you have had from an artist (or artists) who use Perma Blend?

We’ve heard so much about how we changed artists' lives with Perma Blend.  Many artists at the time were considering leaving the industry because they could not get the colours right.  When PB came out it helped them see that a stable pigment was what they needed.

How important is safety and quality to Perma Blend, as a pigment brand?

We are always striving to be the best and that means keeping up with regulations and exceeding what is expected of us.  We have ISO 13485 certification, which is not a requirement, but it keeps us more accountable from a manufacturing standpoint. Most manufacturers have or had only ISO 9001 - we wanted to exceed that and be better.



Do you have any favourite collections or colours within the Perma Blend range?

Truthfully, I do! The Heritage Collection is my favourite because it contains the pigments that we had taken out when the EU first started to look at pigments, Red 210. I just love the way this pigment shows up and how stable it is. Unfortunately, with the new regulations we are not allowed to use it in EU countries. For the LUXE line I love the Brow-Chicka Wow Wow and Pucker-Up Buttercup sets. They are both sets that have a really nice array of colours, and the mixing potential for creating new colours again color vs colour is endless.

What led to Perma Blend collaborating so closely with artists, to create their own collections?

Because we are artists and we work so closely with artists, it just makes sense to create sets with them.  Lou was doing that with World Famous way before we did it with Perma Blend.

What have been some of the most exciting collaborations so far?

Each collaboration brings with it its own excitement and challenges.  But I think at this moment, for me, I am really excited about the Chocolate Collection by Perma Blend and Amina Sadiq. This will be our first set focused on melanin-rich skin.  In the past, we were taught not to tattoo melanin-rich skin tones because of the risk of colour fading and fear of keloid scarring– now we know that’s not necessarily accurate. Now, fast forward 10 years since PB’s birth, we're now developing specialized colours that work beautifully on melanin-rich skin. To me that is so exciting!!



Can you tell us about Perma U and what this educational platform offers to the industry?

When I first decided to do Perma U I wanted it to be different from other sources out there -  I wanted the classes to be really meaty and helpful.  We are still structuring this platform but I know our goal still remains to be a place where no matter your skill level, you can find something to help improve.  I am really proud of the Science Behind the Ink class.  I built that class just out of a need for me to understand where pigments came from and how it all matters to me as an artist.

What have been some of your career highlights?

I think working with my brother Lou on such a big industry changing project like Perma Blend, which is now an absolute force, was the highlight for me. Knowing that we were revolutionary and changing the industry was absolutely a highlight!

What is next for Perma Blend?

We are always changing and growing and what comes next depends on what we see the artists and industry needs are.  Of course, growing the brand in areas we are not currently dominating is always a goal as well!



HUGE thanks to Anne Marie for talking with us about the fabulous Perma Blend brand, its backstory and her own favourite collections! To learn more from Anne Marie, don’t forget to check out Perma Blend’s innovative online educational platform Perma U.

Explore our selection of Perma Blend and Perma Blend LUXE products now, and follow the brand on Instagram and Facebook to see what’s coming next from Anne Marie and Perma Blend!