Permanent makeup was embraced for convenience and confidence.
There was a time when perfectly sculpted brows, permanently defined eyeliner and softly tinted lips were considered the ultimate beauty shortcut.
Permanent makeup, also known as cosmetic tattooing, promised to eliminate the daily routine of pencilling in sparse brows or reapplying lipstick, making it especially appealing to busy professionals and people with hair loss or medical conditions affecting eyebrow growth.
Eyebrows quickly became the biggest success story.
Treatments such as microblading, powder brows and combination brows dominated beauty salons around the world, fuelled by social media trends favouring bold, sharply defined arches.
