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1. Background

This article stems from insights gathered through interviews with 61 accomplished artists in powder brows, microblading, and hairstrokes. These professionals have established themselves successfully in the field of powder brows. Most of them, 48 to be precise, boast over three years of experience. The geographic spread of these artists is predominantly European, with all but six hailing from EU countries; the remainder are from the UK and the US. Interestingly, there are no notable discrepancies in the practices or experiences of these artists, regardless of their location. The bulk of the research projects that form the foundation of this article were conducted between 2018 and 2024 and are still ongoing, reflecting a commitment to continuous learning and advancement in this dynamic field.

Understanding the Realities of the Brow Business

The aim of this article is akin to distinguishing between the allure of a superstar and the realities of achieving similar success. Just as ardent football fans might idolize and try to emulate a renowned player like Ronaldo, aspiring beauty artists often look up to successful figures in the beauty industry. However, it's crucial to understand that merely imitating an icon doesn't guarantee similar financial success or recognition. This article is dedicated to demystifying the brow business, drawing a clear line between the glamorous image and the groundwork required for success.

Our goal is to present the various aspects of the brow business in a manner that is easy to comprehend and transparent, guiding aspiring artists to a realistic understanding of what it takes to thrive in this field.

2. Reality check

Bracing for the Startup Challenge

Venturing into the world of powder brows, microblading, or hairstrokes is akin to launching a startup. Introducing these services can disrupt the local status quo like any new business. It's integral to the excitement and challenge of bringing something new to your area.

Assessing Demand for Your Services

Before diving in, it’s crucial to gauge the demand for these specialized services. The approach might vary depending on whether you're a newcomer to the beauty industry or an established professional diversifying your offerings. This guide is designed to help you navigate the landscape, offering practical advice on testing market demand - a fundamental step in developing any viable business plan.

Evaluating Success and Financial Realities

For those considerig adding powder brows, hairstrokes, or microblading to their service repertoire or contemplating a major career shift, assessing the likelihood of success and the feasibility of operating without external financing is important. Reality check: being a powder brows, hairstrokes, or microblading artist in your region may be economically far tougher than it looks.

The Glamour vs. The Grind

While the business of powder brows, hairstrokes, and microblading might appear glamorous from the outside, the experience can be starkly different. Making a sustainable income can be more challenging than anticipated. The financial demands of starting and maintaining a business in this niche are significant. As you step into this exciting yet intricate career path, understanding the industry's true nature and being prepared for potential challenges is key.

3. Three typical mistakes

In the journey of becoming successful in services like powder brows, hairstrokes, or microblading, newcomers commonly make certain missteps. These can be grouped into three major categories: the allure of glamour, overestimating organic demand, and misconceptions about repeat business. Each of these areas represents a potential pitfall that can significantly impact the success of a new artist in this field.

The Glamour Trap. Many new artists are captivated by the apparent glamour of the industry. This can lead to unrealistic expectations about the nature of the work and the effort required to succeed.
Overestimating Organic Demand. Another common error is overestimating the natural demand for these services. New artists might assume that there is an automatic, high demand for powder brows, hairstrokes, or microblading without conducting proper market research.
Misunderstanding Repeat Business. A crucial aspect that is often misunderstood is the frequency of repeat business. Newcomers might not fully appreciate how often clients will return for follow-up services, which is a key component in establishing a sustainable business model.

In the upcoming sections, we will explore these mistakes, why they occur, and how they can be avoided to ensure a successful foray into the business.

4. Mistake 1: The illusion of glamour

The Deceptive Nature of Social Media in the Brow Industry

Social media platforms can often paint a misleading picture, particularly regarding the accounts of artists specializing in powder brows, hairstrokes, and microblading. The images and stories shared may portray a life filled with supermodel glamour, business tycoon success, and rock star allure.

However, this portrayal is often an illusion shaped by two distinct factors. On one hand, there is a small segment of genuinely successful artists whose success contributes to this glamorous image. On the other hand, there are the efforts of ordinary, less successful artists who attempt to emulate the lifestyle and success of these top performers. This combination creates a veneer of glamour that may not accurately reflect the reality of most professionals in this industry.

5. Influence of international “Superstars"

Challenges in Assessing the Success of International “Superstar" Artists

Evaluating the success of international “superstar” artists in powder brows or microblading can be quite challenging. One of the main difficulties lies in determining their actual earnings from these services. Without access to their financial statements or other concrete income indicators, the lavish lifestyle often portrayed on social media — through images of skyscrapers, luxury cars, gourmet dining, or designer fashion — can be quite deceptive. In reality, these displays of wealth might not accurately represent their financial status and could even be misleadingly contrary to it.

Furthermore, it's important to realize that assessing the success of these 'superstar' artists may not be particularly useful for your business planning. Whether you're a salon owner looking to expand your services and train your staff or an individual embarking on a solo career in this field, the economic outcomes of these globally recognized artists, who typically have a large following, are unlikely to impact your business directly. They cater to a different client base, and unless you operate in the same region, their experiences in the industry may not be relevant to your business endeavors. A more practical approach involves evaluating your local market and understanding the preferences and needs of your potential clients. This local focus is crucial for developing a business strategy that is more likely to resonate with and meet the demands of your target audience.

6. The "Ronaldo" effect

Imitation in the Beauty Industry

In the world of powder brows and microblading, imitation is quite prevalent. This trend is similar across various fields, where enthusiasts often emulate the leaders or stars of the industry. Recognizing this behavior is crucial in differentiating between authentic success and simple replication.

The Little "Ronaldos" of the Brow World

This industry has its version of "little Ronaldos" - a reference to the young fans who idolize and mimic soccer stars like Ronaldo or Messi. In every town, numerous powder brows and microblading artists emulate the styles, techniques, and even personal branding of internationally recognized figures in the industry. These local artists often adopt not just the business practices but also the personal styles of these icons, from their fashion choices to their branding and logos, to mirror their success.

The Allure of Local “Superstar Copy Cats”

It's important to understand that these local "superstars" are more imitators, in simple terms - mere copycats - than actual trendsetters. Despite this, many new artists and salon owners are easily swayed by the glamorous lifestyles these local figures appear to lead. A common misconception among students and newcomers in this field is that these local artists are highly successful financially, often described as earning "very much" or making "mad money." This perception is often based more on the illusion of success created by social media and personal branding than on actual financial achievements.

7. Facts vs. fiction

Scrutinizing Financial Claims A deeper investigation into artists' financial claims is necessary to distinguish fact from fiction in powder brows and microblading. A review of financial statements often paints a different picture from the perceived opulence. In many cases, the earnings that are glamorized as "mad money" are, in reality, below the average wage, particularly when taxes are correctly accounted for. Contrary to the popular narrative of the 'hyper-successful local artist,' some are even in challenging financial situations despite claims of high cash intake.

Dispelling the Myth of Excessive Cash Income

The image of local artists amassing substantial wealth, akin to 1930s mobsters collecting mysterious piles of cash, is exaggerated. The truth is often less glamorous and more mundane. Many artists in this field do not achieve the financial success they portray. This reality is evident because numerous artists do not own significant assets like real estate. Many studies in different regions of the EU indicate that they often rent their homes, lease their cars, and lack substantial savings or investments, contradicting the expectation that their "mad money" would translate into tangible wealth.

This discrepancy highlights the importance of not taking appearances at face value. There is no evidence whatsoever that if artists do not seem to report huge earnings, they would make extreme amounts in cash. It is much simpler, and, in most cases, the correct assessment is that they do not make much money.

Critical Assessment of Local Market Earnings

Thus, it is crucial for anyone considering a career or business in powder brows, hairstrokes, and microblading to evaluate the local market critically. This involves looking beyond the surface to understand the actual financial prospects. By focusing on the real financials rather than the portrayed success, you can avoid overestimating the potential earnings in this industry. This approach ensures a more realistic and grounded perspective for making informed decisions about your career path or business venture.

As we move forward, we will delve into the second major mistake often made by new entrants in powder brows and microblading.

8. Mistake 2: Misjudging the demand

The Fallacy of International Demand When venturing into the world of powder brows, hairstrokes, or microblading, whether as a newcomer or as an established salon owner, it's critical to understand where the real demand lies clearly. A common misstep is overestimating the importance of international demand for these services. The enthusiasm for powder brows, hairstrokes, or microblading in a distant market has little to no bearing on your local business prospects. Regarding financial impact, the appeal of these procedures in other locations is largely irrelevant to your success.

Local Demand vs. Global Trends

Just as the fluctuations in a superstar athlete's career, such as Cristiano Ronaldo's club affiliations, don't affect your finances, the global popularity of powder brows or microblading services doesn't automatically translate to increased local demand. This analogy underscores the importance of focusing on the market dynamics within your immediate geographical area rather than being swayed by international trends.

9. Importance of local demand

Understanding Your Core Market

Survival and success in the powder brows and microblading industry begin with a keen understanding of your local market. It's akin to knowing how to navigate through a desert or jungle; recognizing your immediate environment is essential. Your potential customer base typically won't extend much beyond a 100-mile radius. Claims of some local artists about attracting clients globally, from Australia to Mexico, are often exaggerated. Experienced artists generally agree that your market influence and client base are most likely confined to a 100-mile radius around your location.

The Illusion of "Build It and They Will Come”

This phrase, slightly misquoted from the 1989 film "Field of Dreams," encapsulates a common misconception in the entrepreneurial world. In the movie, the protagonist, Ray Kinsella, hears a mysterious voice telling him, "If you build it, he will come," which he interprets as a directive to build a baseball field. His journey, filled with challenges and driven by faith, ultimately brings about a form of reconciliation and unexpected visitors.

In the context of powder brows, hairstrokes, and microblading, this phrase symbolizes the naiveté or overconfidence of assuming that simply offering a service will automatically attract customers. The reality, however, is more complex.

Beyond Creation: The Need for Strategy in Business

Launching a new service is just the first step. Business success requires more than creation; it involves marketing that leads to actual customer engagement. The idea that building or offering a new service will inherently draw customers can lead to failure without these crucial elements. For aspiring brow artists, offering a new service is not a guarantee of customer interest or demand, and understanding this is crucial.

10. The mistake of just asking

The Flaw in Asking Friends, Family and Clients

Many marketing guides recommend talking to your clients to gauge interest in a new service. However, this approach can be misleading, especially for new artists or salon owners in the powder brows, hairstrokes, or microblading industry. When you ask friends and relatives if they would use your services, most are likely to respond positively, often out of politeness. Phrases like "Yes, why not?" or "Of course, I will" are common but don't necessarily translate to genuine interest or commitment. This method of gauging interest is unreliable, as it often does not reflect actual client behavior.

How to Test Real Interest through Social Media

A well-planned social media campaign is more effective for measuring actual demand. This method involves creating advertisements for powder brows or microblading services, even if you don't offer them. Use before-and-after pictures (with permission) and set up the campaign with the intended pricing, targeting potential customers through platforms like Facebook Ads. This approach doesn't just ask hypothetical questions but presents a real market offer.

Gauging Genuine Commitment

The true test of demand comes when clients are willing to commit financially. If your campaign results in actual bookings and payments, that's a solid indicator of genuine interest. This approach is more telling than relying on verbal assurances from clients, which can often lead to false expectations. Many salon owners and artists are surprised that the enthusiasm expressed in casual conversations rarely translates into real bookings.

Handling Registrations and Managing Expectations

For those who show interest or make bookings, you can offer a spot on a waiting list if you plan to add these services. If not feasible, recommending another skilled artist or refunding any payments made is a more honest and practical approach. It’s better to manage expectations realistically than to invest time and resources based on a misconception of demand.

11. Mistake 3: Misunderstanding service

The Allure of the “Need” for brows and frequency of service

Many new entrants to the beauty industry view services like powder brows as highly lucrative, akin to a land flowing with milk and honey. This perception is often associated with the belief in a continuous influx of clients and steady revenue. However, these services' reality and market demand may not align with this optimistic view.

Service Classification: Pain-Killer or Vitamin?

A classic way to categorize services is to distinguish them as essential problem solvers or additional luxuries. This distinction is often framed as "painkiller" (essential and immediately necessary) versus "vitamin" (beneficial but not critical). Basic needs such as housing, food, transportation, and healthcare are typically considered "painkillers," as they are essential for daily living. On the other hand, luxury items and high-end entertainment fall into the "vitamin" category. These are nice but not crucial for survival or basic well-being. In times of financial strain, such as being unable to pay rent, luxury purchases like designer handbags become less of a priority, and in some cases, previously bought luxury items might even need to be sold to manage essential expenses.

Positioning of Brow Services

Determining where powder brows, hairstrokes, or microblading services fit these categories is not straightforward. While these services offer a semi-permanent enhancement to one’s appearance, they are more discretionary than essential services like housing or healthcare.

Often, starting artists in powder brows or microblading fields may incorrectly assume these services fall into the "badly needed" category. Such a misjudgment can lead to unrealistic business expectations and potential disappointment, as the actual demand for these services might be more aligned with discretionary spending rather than perceived as a necessity by potential clients. Thus, based on the observations from many seasoned artists with 10+ years of experience, the powder brows, hairstrokes, and microblading service falls in the middle, figuratively one-third from the “luxury” service and two-thirds from the “badly necessary”.

12. Overestimation of frequency

Categorizing Services by Frequency

When considering the potential success of a service, its frequency of use is an essential factor. Services vary greatly in how often they are needed. For instance, daily necessities like food and shelter are at one end of the spectrum, while services such as moving assistance or shoulder surgery might only be required a few times a lifetime. Both frequent and essential services typically provide a more reliable stream of income. In contrast, those that are infrequent and non-essential may offer less financial stability.

Frequency of Brow Services

In the case of powder brows, hairstrokes, and microblading, there is a definite frequency to consider. Generally, clients may seek these services approximately once a year. Whether this is advantageous depends on your perspective. It's less frequent than services like hairdressing or nail care, which might see clients returning multiple times a month. However, it is more recurrent than other beauty procedures like breast augmentation, usually one-time interventions.

Aligning Expectations with Reality

Understanding and accepting this yearly frequency is crucial for setting realistic expectations about the income potential of powder brows, hairstrokes, and microblading services. While you can anticipate a certain percentage of clients to return, it's important to recognize that these returns will not be as regular as some other beauty services. This understanding is key to establishing a realistic business plan and can help avoid disappointments related to income expectations.

13. Conclusions

The Reality Beyond Social Media's Influence

Entering the business of powder brows, hairstrokes, or microblading is often riddled with misconceptions, primarily fueled by the glorified portrayal of success on social media. This situation resembles young soccer enthusiasts dreaming of becoming the next Ronaldo. However, playing the same game does not guarantee the same level of success enjoyed by a few exceptional individuals. Three common areas of mistakes are the following.

The Glamour Trap

Many newcomers to the industry fall prey to the illusion of glamour, influenced by 'superstar' artists on social media who showcase a highly glamorous lifestyle.
It's crucial to recognize that the success of these few, even if real, does not translate to automatic success at a local level.
The phenomenon of local 'copy-cat' artists attempting to emulate this glamorous image often leads to a false sense of financial success. However, deeper analysis typically reveals that this perceived success is largely an illusion without substantial financial backing.
Stories used for explaining missing reporting of incoming business by excessive cash inflow are, in most cases, absolutely unfounded in 2024 and rather fit some move script than the reality of brow artist.

Overestimating Organic Demand

A prevalent mistake is overestimating demand for services like powder brows, hairstrokes, or microblading, often influenced by international trends showcased on social media.
The demand for a service in a distant location does not imply similar local demand. Typically, the relevant market extends no more than about 100 miles from your location.
The belief in the "Build It and They Will Come" philosophy can be misleading. Studies indicate that launching a new service does not inherently generate demand.
Solely relying on verbal affirmations from friends, family, or clients about their willingness to use the service is ineffective. The best way to gauge real interest is through a targeted social media campaign, allowing potential clients to express their financial interest.

Misunderstanding the Business Nature

New artists often misjudge the nature of their service, categorizing it as a 'badly needed painkiller' when it leans more towards being a “nice to have vitamin.”
There is also a tendency to overestimate the frequency of client visits. The necessity and frequency of services like powder brows, hairstrokes, or microblading are often less than new artists anticipate.

Understanding these common pitfalls is crucial for anyone aspiring to succeed in the semi-permanent makeup industry. By recognizing the realities of the market, the actual demand for services, and the true nature of the business, new artists can set realistic expectations and strategies. This approach helps build a sustainable and successful career in powder brows, hairstrokes, or microblading.