Building a Profitable Permanent Makeup Practice: The Complete Guide 2025

PHASE 1: STRATEGIC FOUNDATIONS

In-depth market research

Local competition analysis:

Complete mapping:

• Census of practitioners within a 30 km radius
• Analysis of the prices charged
• Evaluation of their positioning
• Identifying opportunities

2025 price benchmark:

Province (cities < 100k inhabitants):

• Microblading: €250-400
• Shading: €300-450
• Lips: €350-500
• Alteration: 80-150€

Major cities:

• Microblading: €400-700
• Shading: €450-750
• Lips: €500-800
• Alteration: €120-200

Identified niche markets:

• Male microblading (+35% vs standard rate)
• Therapeutic PMU (+25% vs standard rate)
• Private training (1500-3000€/day)

Definition of positioning

Chems Positioning Matrix:

Axis 1: Level of service

• Standard : Mastered technique, pleasant setting
• Premium : Recognized expertise, tailor-made experience
• Luxury : Master artist, exceptional environment

Axis 2: Specialization

• Generalist : All PMU techniques
• Specialist : Focus microblading excellence
• Niche expert : Therapeutic, masculine, training

Optimal business model

Recommended CA distribution:

• Individual services : 60% of turnover
• Training : 25% of turnover
• Product sales : 15% of turnover

Profitability objectives:

• Year 1 : Financial balance
• Year 2 : 15% net margin
• Year 3 : 25% net margin

PHASE 2: MATERIAL INVESTMENT

Chems "Cabinet Pro" Starter Kit

Essential technical equipment:

Machines and tools:

• Simplicity Master dermograph: €890
• Complete PhiBrows Tools Kit: €340
• Assortment cartridges (50 pcs): €180
• SUPER collection pigments: €420

Specialized furniture:

• Professional client chair: €1,200
• Ergonomic artist stool: €280
• Medical LED lighting: €650
• Sterilized storage unit: €450

Health and safety:

• Class B Autoclave: €2,800
• Surfacing and disinfection: €320
• 6-month consumables stock: €480
• Mandatory hygiene training: €390

Total initial investment: €8,400

Optimal office layout

Recommended area: 25-35 m²

Zone 1: Reception and advice (8 m²)

• Consultation office
• Comfortable armchairs
• Portfolios and certificates
• Warm lighting

Zone 2: Treatment (15 m²)

• Central customer chair
• Sterilized work surface
• Secure storage
• Powerful technical lighting

Zone 3: Sterilization (4 m²)

• Dedicated water point
• Autoclave and drying
• Sterile material storage
• Disposal of DASRI waste

Zone 4: Post-treatment relaxation (8 m²)

• Recovery chair
• Control mirror
• Aftercare documentation
• Soothing atmosphere

Typical development budget

Basic work:

• Specialized electricity: €1,800
• Plumbing water point: €950
• Sanitary coverings: €1,200
• Painting and finishing: €600

Decoration and atmosphere:

• Reception furniture: €1,500
• Wall decoration: €400
• Mood lighting: €350
• Textiles and accessories: €200

Total cost of development: €7,000

PHASE 3: BUSINESS STRATEGY

Construction of the offer

Structured range of services:

Discovery Offer:

• Eyebrow microblading: €350
• Consultation included 1 hour
• Touch-up after 6 weeks: €100
• 1 year follow-up

Excellence Offer:

• Premium microblading: €480
• In-depth consultation 1h30
• AI Custom Mapping
• Retouching included
• 18-month follow-up

Prestige Offer:

• Custom creation: €650
• 2-hour consultation
• 3D simulation
• 2 touch-ups included
• 2-year warranty

Psychological pricing strategy

Principle of price anchoring:

1. Introductory price : Customer attraction
2. Target Price : Optimal Margin
3. Prestige Award : Expertise valuation

Concrete example:

• Discovery €350 (30% of sales)
• Excellence €480 (60% of sales) ← TARGET PRICE
• Prestige €650 (10% of sales)

Loyalty policy

“Atelier Chems Member” program:

Bronze level (from 1 service):

• 5% discount on alterations
• Exclusive newsletter
• Event invitations

Silver Level (3 services):

• 10% discount on services
• Free birthday session
• Access to short training courses

Gold Level (5 services + sponsorship):

• 15% permanent discount
• Free microblading training
• Ambassador status

PHASE 4: DIGITAL MARKETING

Omnichannel content strategy

Instagram - Priority Platform:

Daily content:

• Monday : Before/After transformations
• Tuesday : Tips and technical advice
• Wednesday : Behind the scenes and know-how
• Thursday : Customer Testimonials
• Friday : Training and events
• Weekend : Lifestyle and inspiration

Success Metrics:

• Engagement rate: >4%
• Monthly Reach: 50,000 accounts
• Conversions: 15 appointments/month via Instagram

TikTok - Generation Z:

• Short transformation videos
• Beauty-adapted trends
• Micro-influencer partnerships
• Goal: 100,000 views/month

Local SEO optimized

Priority keywords:

• "microblading [city]"
• "permanent makeup [region]"
• "microblading training [department]"
• "semi-permanent eyebrows [city]"

SEO Content Strategy:

• Monthly Technical Blog
• Geolocated service pages
• Structured customer reviews
• Local partner backlinks

Expected results:

• Top 3 Google Maps Local
• 500 web visitors/month
• 20 appointment requests/month

Facebook/Instagram Advertising

Recommended monthly budget: €800

Campaign 1: Awareness (40% budget)

• Target: Women 25-50 years old, 20 km
• Objective: Reach and memorization
• Crea: Video Transformations

Campaign 2: Conversion (60% budget)

• Targeting: Lookalike customers
• Objective: Make an appointment
• Creative: Testimonials + CTA

Expected ROI: €1 invested = €4 turnover

PHASE 5: OPERATIONAL MANAGEMENT

Optimal planning organization

Typical weekly distribution:

Monday-Tuesday: Intensive services

• 6-8 customers per day
• Focus on microblading
• 2-hour slots spaced apart

Wednesday: Training and Development

• Technical improvement
• Competitive intelligence
• Content creation

Thursday-Friday: Services + administration

• 5-6 customers per day
• Accounting management
• Customer relations

Saturday: Customer training

• Discovery workshops
• Short training courses
• Networking events

Optimizing profitability

Calculation of the break-even point:

Monthly fixed charges:

• Rent and charges: €1,200
• Professional insurance: €150
• Material depreciation: €400
• Digital marketing: €800
• Total fixed charges: €2,550

Variable charges per service:

• Consumables: €8
• Payment commissions: €12
• Total variable charges: €20

Break-even point:

• Average price of service: €420
• Unit margin: €400
• Threshold: 7 services/month

Performance indicators

Commercial KPIs:

• Consultation conversion rate: >70%
• Average basket: €450
• Retention rate: >60%
• NPS (Net Promoter Score): >50

Operational KPIs:

• Planning occupancy rate: >75%
• Average duration of service: 2 hours 15 minutes
• Inter-service time: 30 min
• Retouching rate: <15%