Beyond the Pursuit of the Ideal Look

This is a paid post contributed by a Patch Community Partner. The views expressed in this post are the author's own, and the information presented has not been verified by Patch.

By: Jessica Monroe

The demand for permanent makeup (PMU) procedures is currently on the rise, and there are multiple reasons for that. The newest statistics provided by Fortune Business Insight demonstrate that the market has overcome the pandemic-induced drop and continues to grow. Moreover, according to a recent publication by the American Academy of Dermatology, the soaring popularity of permanent makeup is underpinned by the fact that the procedure not only allows people to enhance their looks but also can be beneficial for their mental health, helping them to gain confidence, for example, in the cases of certain skin conditions or conditions that make applying regular makeup difficult. Diana Speranskaia, a permanent makeup specialist with over 7 years of experience, one of the Top 50 Russian PMU artists according to Global World PMU Rating, the winner of IP Awards Top Masters PMU 2024 and an author of an original permanent makeup technique, fully supports the idea that the effects of PMU are not limited to enhancing someone’s appearance. She notes that her years of working in the industry demonstrated the importance of an individual approach that helps clients look and feel beautiful and confident after the procedure.

Diana mentions that her path in the beauty industry started after she accidentally discovered her talent for making makeup. From the beginning, she noticed that the positive effects of PMU treatment are not limited to the external ones. When done right, permanent makeup boosts people's confidence and helps them to feel better. This motivated her to develop her knowledge further, exploring various aspects and techniques of permanent makeup. After seeing multiple cases of asymmetric or overplucked eyebrows, she decided to specialize in PMU and learn to create harmonic and beautiful eyebrows for her clients.

Speaking of the positive effects of permanent makeup, Diana comments that it helps people who do not have time or resources to apply makeup every day to look confident and beautiful despite their circumstances. This applies to multiple categories of customers, from people with active lifestyles or long work hours to elderly people who have difficulty applying regular makeup due to poorer coordination or eyesight problems. The advances in PMU technologies, such as new techniques and tools, help achieve realistic results in multiple cases, including those mentioned above.

This is why Diana Speranskaia finds the individual approach to permanent makeup a core element of success for any professional. She emphasizes that she wants to create unique images, highlighting the natural beauty of each client, which requires understanding the individual facial proportions, shapes, and color combinations. She is ready to work even with difficult cases, such as applying permanent makeup on the skin with traces and leftovers of old PMU procedures. However, even then, she finds a way to achieve the best possible result, reassuring the clients and enhancing their look.

Following the idea of ensuring an individual approach for each client, Diana Speranskaia developed an original technique that is currently in the process of being patented. Her sketching method allows for a decrease in the length of the PMU procedure, and the shading technique creates long-lasting makeup even for clients with fat skin that is often challenging for a permanent makeup artist to work with. In combination, her approach, which is currently applied by multiple PMU artists, allows the artist to go beyond following the set template and take individual facial features into account without extending the length of the procedure.

Diana Speranskaia finds it important to create a community of permanent makeup artists who share these values and are willing to perfect their skills and techniques to achieve the best results for their clients. This is why she actively participates as a speaker and a judge in contests and other events for beauty industry professionals. One of the most recent ones is the Asia Star PMU Championship, an international event that was organized in September 2024 by the Rating PM project and gathered industry experts from multiple countries of Central Asia. Diana notes that she is always impressed by the diversity and high quality of the permanent makeup works competing for first place in various nominations. She is always glad to see the younger generation of permanent makeup artists trying out new ideas or techniques and discovering new opportunities for the benefit of their clients.

However, Diana Speranskaia does not want to limit her participation in the community to being a judge of other peoples’ work; she also puts in significant effort to share her expertise and create a space for others to learn. She has published several handbooks for permanent makeup artists, describing her original “Shade brows” technique and the methods of applying sketching methods as a basis for permanent makeup. Diana presented her approach to eyebrow PMU in multiple workshops with over three thousand participants, including offline events in Ekaterinburg, Russia, and Guangzhou, China, and she started PMU courses in her home city.

She expects the demand for permanent makeup to continue to grow in the future. “People are starting to see wider applications for it, as many want to look beautiful and feel confident despite their personal circumstances,” she concludes. “Consequently, we need more PMU artists who can fulfill these demands of their clients.”

This post is an advertorial piece contributed by a Patch Community Partner, a local brand partner. To learn more, click here.