Beauty Industry Propaganda I’m No Longer Falling For: Lessons from a PMU Educator

Let’s be real—if you’re building a beauty business in today’s world, the amount of advice being thrown your way is loud, constant, and sometimes just plain misleading.

As a licensed esthetician, PMU artist, and trainer with nearly a decade of experience—and someone who’s built a successful beauty business without a storefront or a six-figure ad budget—I’ve seen a lot. I’ve also unlearned a lot.

This blog isn’t about bashing others. It’s about helping artists—especially new ones—filter through the noise, spot the red flags, and build careers that are profitable, aligned, and sustainable.

So, let’s break down some of the most common beauty industry “propaganda” I hear all the time (and why I no longer believe it).

PROPAGANDA #1: “You have to post every day on social media to build a clientele.”

Here’s what no one tells you: consistency doesn’t mean constantly posting.

Can social media help? Of course. But it’s not the only way—and honestly, it’s not even the most effective way for most service-based businesses. If you’re spending hours stressing over reels, captions, and engagement hacks but not actually nurturing leads, you’re spinning your wheels.

What actually builds a solid client base?

• Word-of-mouth referrals

• Community relationships

• Strategic collaborations

• Quality service that turns one appointment into a repeat client

My business grew through a mix of online and offline strategies. I’ve built an incredible client list by showing up authentically, investing in education, and focusing on real-world marketing tools—like email, Google reviews, referrals, and networking.

Posting daily doesn’t mean a thing if your messaging is unclear, your content lacks value, or your client experience is meh.

PROPAGANDA #2: “Take every client you can—especially if you have bills to pay.”

This one is personal because I fell for it hard in the beginning. Like so many beauty pros, I started out saying “yes” to everyone.

Clients who were late? Still took them.

Clients who haggled on price? Took them too.

Red flag energy? Still squeezed them in.

It left me burnt out, underpaid, and second-guessing my worth. And I know I’m not the only one.

Here’s the truth: taking “every” client doesn’t make you responsible—it makes you exhausted. And often, it leads to resentment, rushed work, and a chaotic schedule that isn’t actually profitable.

What I believe now:

Your energy, time, and skills deserve boundaries. You don’t need to earn your stripes by being overbooked and underpaid. You’re allowed to have standards. You’re allowed to build your business around the clients you love to serve—not the ones who drain you.

When you get clear on your ideal client and build a business that speaks directly to her, everything changes.

PROPAGANDA #3: “You need a storefront to be a real business owner.”

Ugh. This one is still making the rounds, and I need us all to collectively let it go.

Having a storefront can be beautiful. It can also be expensive, overwhelming, and—if you’re not ready—completely unnecessary.

I’ve worked from studios, shared spaces, and private treatment rooms. I’ve subleased and rented. I’ve run a thriving business without a storefront, a neon sign, or a downtown zip code.

Being a “real business owner” is not about where you work.

It’s about:

• How you run your business

• How you treat your clients

• How you handle compliance, taxes, and policies

• How you create value and build trust

If your clients feel cared for, respected, and confident walking out of your space—whether it’s a suite, a home studio, or a rented room—you’re doing it right.

Let’s stop gatekeeping legitimacy based on what your studio looks like and start prioritizing client care and business integrity.

PROPAGANDA #4: “1RL is the only needle for creating pixels in PMU.”

Let’s talk about some nerdy PMU truth.

If you’re not in the permanent makeup world, here’s the quick version: 1RL (one round liner) needles are often hyped up as the “only” tool for creating soft, pixelated effects in brows or shading.

Do I use 1RLs sometimes? Sure.

Are they the only way to get good results? Absolutely not.

Technique matters more than tools. Period.

A skilled artist can create beautiful pixels with a 3RL, a 3RS, or a 5RS—depending on the client’s skin type, goal, and the desired healed effect.

Here’s the deeper truth:

New artists are often taught to rely on one tool, one style, or one technique—and that limits them. It creates fear around experimenting and keeps them from growing into true artists who understand why things work, not just how to follow instructions.

That’s why I spend so much time teaching my students color theory, skin anatomy, needle configurations, and how to choose tools based on the client in front of them.

No more copy-paste training. We need better education in this industry—not just recycled trends and gatekeeping.

So what do I actually believe in?

I believe in:

✔️ Building businesses rooted in ethics, confidence, and quality

✔️ Teaching beauty pros how to work smarter, not just harder

✔️ Taking care of your clients and your sanity

✔️ Saying no to what doesn’t serve you—and saying HELL YES to alignment

✔️ Giving new artists the support, knowledge, and confidence to thrive

Final Thoughts

The beauty industry is full of noise. Everyone has an opinion, a “secret method,” or a flashy system they swear will change your life.

But here’s my advice: listen to the professionals who’ve walked the walk. The ones who’ve struggled, made mistakes, learned, and kept going. The ones who still believe in quality work, client care, and continuous education.

If you’re tired of the BS and ready to build a beauty career that feels like YOU—you’re not alone. I’m rooting for you. And if you ever need a guide, a mentor, or someone to remind you that you’re not crazy for wanting more…I’m here.

Let’s raise the bar together. 💪

Ready to elevate your skills and learn from someone who gets it?

Check out my PMU trainings, mentorship options, and resources for artists who want more than just the bare minimum.