We’re excited to introduce you to the always interesting and insightful Jessica Kim. We hope you’ll enjoy our conversation with Jessica below.

Alright, Jessica thanks for taking the time to share your stories and insights with us today. Let’s kick things off with a hypothetical question – if it were up to you, what would you change about the school or education system to better prepare students for a more fulfilling life and career?

I’ve been training permanent makeup artists for the past 10 years, and the more I teach, the clearer it becomes that focusing solely on technical skills, without including real-world business survival skills, almost guarantees failure for students. While training more students can increase short-term revenue for a trainer’s business, this approach is not sustainable for the long-term growth of the industry. What is the point of training students if they cannot effectively use their skills in the real world—either by securing a job or starting their own permanent makeup business?

To address this issue, I’ve made changes in how I approach training. For students interested in the permanent makeup industry, I now conduct interviews before training begins to better understand their goals. This allows me to tailor the program to their needs and provide real-life examples of how to succeed as a permanent makeup artist.

Unfortunately, I often see many trainers rushing to recruit students, providing technical skills training in a compressed timeframe, and offering little to no support after handing out training certificates. This leaves students lost and unsure of where to begin. I’ve learned this the hard way. Early in my career, I had to invest tens of thousands of dollars in various training programs across different states just to piece together what is actually needed to succeed as a permanent makeup artist.

For instance, each state has different regulations, so trainers must ensure that students from other states receive adequate preparation to meet the legal requirements in their respective regions. Additionally, no one will hire a fresh permanent makeup artist without hands-on experience because this is such a delicate service. It directly impacts the customer’s face with semi-permanent results, and a mistake by a beginner could leave a lasting mark. This is why live model practice, shadowing a professional, and learning how to operate a business are critical components of training.

There are also non-technical skills that are often overlooked, such as running consultations, following up with customers, and understanding the customer experience. Marketing, in particular, is almost never covered in standard training programs, even though it’s an essential skill for students to know how to attract and retain clients. Apprenticeship programs are another important element I emphasize. By shadowing an experienced professional and observing the full scope of business operations, from opening a shop to managing clients, apprentices can fill the gaps left by technical training alone.

In my programs, I combine technical skills training with essential business education and offer apprenticeships to provide a well-rounded foundation. I also conduct interviews with applicants beforehand to ensure their goals align with the training program and to set expectations. The permanent makeup industry has grown quickly, and unfortunately, training has often been treated as just another revenue stream or a way to sell products. This rushed approach ignores the fact that technical training alone does not prepare students to succeed in this field.

Based on what I’ve observed, nearly 90% of people who invest time, money, and effort into permanent makeup training never secure a job or start their own business. This is a deeply concerning statistic. I strongly believe that trainers and experts in the permanent makeup industry must address these issues. We need to reframe training as more than just a transactional opportunity—it should be a way to nurture the next generation of permanent makeup artists and ensure their long-term success.

Jessica, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

Designing beauty has been my lifelong passion. My journey began in fashion design before evolving into brow artistry and permanent makeup. From an early age, I sought the best education in the fashion industry, which led me to travel across the world.

My first destination was Tokyo, Japan. Originally from Korea, I had the opportunity as a college student to travel with a stage performance team, managing their wardrobe. Choosing the right outfits and modifying them for different performances ignited my passion for design. Determined to refine my skills, I moved to Tokyo to study fashion design.

Seeking to work with a world-class designer brand, I continued my education in San Marino, Italy, at CERCAL (Centro Ricerca e Scuola Internazionale Calzaturiera), an internationally renowned footwear design school. Upon graduating, I achieved one of my dreams—I was accepted as a designer at PRADA in Milan. There, I spent my days sketching hundreds of shoe designs, fully immersed in the creative world I had always aspired to be part of.

In 2005, I visited New York, and the city’s vibrant energy was unlike anything I had experienced before. I made a bold decision to move there and pursue fine arts at CUNY (City University of New York). During this time, I began exploring permanent makeup and esthetics, eventually earning my New York State esthetician license.

I started working in Manhattan as an esthetician specializing in eyelash extensions, and my unique approach set me apart. Unlike conventional lash technicians, I incorporated design principles into my work, creating customized lash styles tailored to each client. This design-focused approach quickly gained attention, and demand for my services grew.

However, my true passion lay in permanent makeup. While eyelashes had limited creative possibilities, brows, eyeliners, and lips offered a deeper level of artistry and transformation. More importantly, permanent makeup had the power to restore confidence for those struggling with fading brows, dark or uneven lip tones, and hair loss.

To further refine my expertise, I pursued AAM’s (American Academy of Micropigmentation) highest certification, the Platinum Level, which qualifies me to train and certify aspiring permanent makeup artists. Over the past 20 years, my career has spanned Japan, Europe, and New York, weaving together experiences in fashion, esthetics, and micropigmentation.

The most valuable lesson I’ve learned is that passion and dedication make anything possible. My heart has always been in designing beauty—whether in fashion, footwear, or facial aesthetics. But permanent makeup has been the most fulfilling, as it allows me to make a real impact on people’s lives. Seeing my clients regain their confidence and witnessing their joy after a procedure is what keeps me deeply connected to my work.

I have served clients in both Pennsylvania and New Jersey, and I am incredibly grateful for the loyalty and trust they place in me. Many of my past clients drive up to four hours one-way just to receive my services—a testament to the quality, artistry, and care I put into my work.

Ultimately, my goal is not only to enhance beauty but to empower those who seek confidence through the art of permanent makeup.

Any fun sales or marketing stories?

After ten years in the permanent makeup industry in New York and New Jersey, I moved to Pennsylvania in 2019—a location 250 miles away from my established clientele and reputation. I was stepping into an entirely new market, unfamiliar with the town, its demographics, or its beauty industry landscape.

After extensive discussions with my husband, who has a strong background in marketing, we decided to launch an aggressive promotional campaign to introduce my brand to the new area. Our strategy? A free eyelash extensions promotion for the first month. At the time, we had no idea how many people would take advantage of the offer or whether we would retain any of them as long-term clients.

To our surprise, our booking calendar filled up almost immediately. Word-of-mouth spread quickly, and I became recognized as a new name in the local beauty industry. Given that the town was a small college community, traditional word-of-mouth marketing proved to be far more effective than social media advertising, even though we invested in both.

While the client retention rate from the free eyelash extensions was less than 5%, the strategy had an unexpected benefit: it quickly established our reputation and brought a steady influx of new clients to our business.

Market Segmentation & Pricing Strategy
As the business grew, we began to identify two key client segments:

College students – Naturally, being in a college town, we saw strong demand from young female students looking for affordable beauty services.
Local high-income women – This included small business owners and professionals who had the financial stability to invest in premium beauty treatments regularly.
While students came and went as they graduated, local clientele provided long-term stability. Over time, we realized that focusing on high-income local clients—especially entrepreneurs and professionals—was the key to building a sustainable business in this town.

Another critical aspect of our strategy was pricing. Rather than competing on low prices, we positioned our services as high-quality with premium pricing. This not only elevated the perceived value of our work but also attracted serious clients who valued expertise over cost.

From Eyelash Extensions to Permanent Makeup Upselling
Once we built trust with our clients through eyelash extensions, we successfully upsold permanent makeup services to our most loyal customers. Some of them became so dedicated that, even after we relocated back to New Jersey, they continue to travel four hours one-way just to receive treatments from me.

Adapting Marketing Strategies for a Different Market
Our move to New Jersey presented a new set of challenges—a larger city with increased competition and a different client demographic. This meant our marketing tactics had to evolve.

Instead of relying on word-of-mouth, we invested heavily in social media marketing and hired advertising specialists to target local clients more effectively. Over time, this strategy has begun to yield results, demonstrating that marketing must be adapted based on location, competition, and target clientele.

Key Takeaways for Business Owners & Entrepreneurs
Marketing strategies should be tailored to the local environment. What works in a small college town may not work in a highly competitive urban market.
Analyze your competition—study their location, pricing, services, and policies to identify your unique positioning.
Understand your target audience—their income level, lifestyle, and purchasing behavior all influence how you should market your services.
Short-term promotions can lead to long-term success. Even with a low retention rate, our free eyelash extensions promotion helped establish our reputation, leading to higher-value service sales down the road.
Marketing and advertising are not one-size-fits-all. Every city and town has unique dynamics, and the key to success is understanding your environment and developing a strategy that aligns with your business goals and clientele.

What do you think helped you build your reputation within your market?

We utilize social media and our website’s blog as key tools to promote our business and build our reputation. In the permanent makeup industry, we serve two distinct target audiences:

1. Clients seeking permanent makeup services
2. Students looking to learn and build a career in permanent makeup
To effectively engage both groups, we design our social media content to cater to their specific needs.

Educating Clients on the Benefits of Permanent Makeup
For clients interested in permanent makeup services, our content focuses on educating them about the benefits and lifestyle transformation that PMU offers. We highlight how permanent makeup can simplify daily routines, boost confidence with beautifully designed brows, and enhance features with perfectly applied eyeliner and lips.

We approach this from the perspective of a first-time client, answering key questions such as:

– What is permanent makeup?
– What are the benefits?
– How is the procedure performed?
– Are there any post-procedure concerns?
Since we receive these questions frequently from potential clients, we leverage this information to create engaging and informative video content for social media. This allows us to address common concerns, build trust, and position ourselves as experts in the field.

Guiding Future Students Beyond Technical Training
For students interested in permanent makeup training, our content goes beyond teaching technical skills—we focus on what comes next after certification. While technical training is the foundation, many aspiring artists overlook the additional steps needed to successfully launch their careers.

Most students aim to start working as permanent makeup artists, but achieving that goal requires more than just a certificate. That’s why I emphasize the backend essentials:

– Hands-on experience and a strong portfolio
– Professional knowledge beyond technical skills
– A suitable workspace or employment opportunities
Many training programs only provide technical instruction, leaving students unprepared for the realities of the business. To bridge this gap, I create content that answers critical career-building questions, such as:

– How to find and set up a permanent makeup studio
– How to handle clients with medical conditions
– What inspections and licenses are required to open a business
– What studio owners look for when hiring a new artist
I also encourage my students to think like business owners by putting themselves in the shoes of a hiring manager. This mindset shift helps them gain a clearer vision of what it takes to succeed in the industry. When students understand the full journey from training to employment or entrepreneurship, they feel more confident and prepared to take their next steps.

Building a Reputation Through Value-Driven Content
By consistently delivering valuable, educational, and practical content for both clients and students, we have established ourselves as a trusted authority in the permanent makeup industry. Whether we’re helping clients understand the life-changing benefits of PMU or mentoring the next generation of artists, our focus remains on empowering and educating our audience.

This approach has not only helped us attract new clients and students but also foster long-term relationships and loyalty—a key factor in building a strong and reputable brand.

Contact Info:

• Website: https://www.jkbeautyandco.com
• Instagram: https://www.instagram.com/jkbeautyandco
• Facebook: https://www.facebook.com/jkbeautyandco
• Yelp: https://www.yelp.com/biz/jk-beauty-and-co-hackensack