Tule Beauty: What first inspired you to enter the PMU and paramedical tattooing industries, and how did your journey begin?

Shay Danielle: I've been drawn to all things beauty for as long as I can remember. As a kid, I used to take old magazines and draw eyebrows on the models, and I was always giving my friends makeovers. My journey into the beauty industry started with lash extensions—I was simply looking for a way to make extra money while having more freedom. Then, I stumbled into the world of microblading, and I was instantly hooked.

There wasn’t just one defining moment that led me to permanent makeup and paramedical tattooing; it feels like this industry has always been a part of me. Every decision I’ve made along the way has naturally led me here, and I truly believe this is where I’m meant to be.

Tule Beauty: Did you always envision yourself becoming a leader in the industry, or did your career evolve in unexpected ways?

Shay Danielle: When I first started in this industry, I had no idea I would one day become ‘a leader.’ Honestly, I didn’t even fully understand what that meant! Like so many artists, I struggled with imposter syndrome and didn’t know how to establish myself.

But as I gained experience, I realized I had built an incredible foundation of knowledge through my own mistakes, trials, and errors. And all I could think was, So many people need help in this industry! I saw artists struggling with the same challenges I had faced, and I knew I could help them fast-track their success by sharing what I had learned. That’s when I recognized a gap in the industry—one I was determined to fill.

Tule Beauty: What was the biggest challenge you faced when starting out, and how did you overcome it?

Shay Danielle: One of my biggest challenges when starting out was that my initial training left me with way more questions than answers. I took a three-day course with the only available training in Calgary at the time, but due to language barriers, I could barely understand the instructor. I walked away from that training feeling completely overwhelmed, thinking, How the heck am I supposed to tattoo someone’s face?!

I had to figure things out on my own, and I was lucky enough to have some incredible models who trusted me. Through a mix of independent research, trial and error, and sheer determination, I started piecing everything together. That experience shaped the way I approach education today—I never want another artist to feel as lost as I did when I first started.

Tule Beauty: What has been your proudest moment in your career so far?

Shay Danielle: Without a doubt, the proudest moment of my career has been launching my online academy. This is my baby!

I actually introduced online education to the PMU world a few years before the pandemic, but it really took off during COVID when people were stuck at home and realized how valuable continued education was. My goal has always been to set artists up for success, so building an online academy with the best courses and the most integrity-driven instructors in the world was incredibly important to me.

Today, we have over 96,000 students worldwide, and knowing that I’ve been able to support so many artists in their journey is something I’m beyond proud of.

PMU & Paramedical Tattooing Techniques

Tule Beauty: What do you believe sets apart a truly skilled PMU or paramedical artist from the rest?

Shay Danielle: I believe that continuing education is what truly sets highly skilled artists apart. The best artists are the ones who never stop learning—they’re always investing in their education, refining their techniques, and staying ahead of industry advancements.

I know some students who commit to taking at least two new trainings every single year to ensure their skills and service offerings remain top-tier. Personally, I try and learn something new everyday. Whether that is trying a new needle, getting on practice skin, drawing in my sketch book, swatching new pigments, I am always trying to learn more skills and knowledge. That level of dedication makes a huge difference. When we stop learning, we stop evolving—and in an industry as dynamic as beauty and tattooing, evolution is everything. The artists who continuously push themselves to grow will always stand out from the rest.

Tule Beauty: How do the techniques for paramedical tattooing differ from traditional PMU, and what should artists know before getting into this field?

Shay Danielle: In traditional PMU, we are often striving for perfection—crisp lines, symmetry, and precision. Our techniques are designed to create flawless healed results because our clients expect a highly refined outcome. But with paramedical tattooing, perfection isn’t the goal—improvement is.

Many paramedical clients come to us after experiencing trauma—whether it's surgery, burns, or medical conditions that have left them with scars or changes to their bodies. Their needs go beyond aesthetics; they’re looking for restoration and a sense of normalcy. Because of this, the expectations—both from the artist and the client—are completely different.

What artists really need to understand before stepping into this field is that paramedical tattooing isn’t just about technical skill—it’s about human connection. The ability to communicate with sensitivity, listen deeply, and hold space for clients is just as important (if not more) than the tattooing techniques themselves. These clients need to be spoken to in a way that acknowledges their journey, validates their feelings, and makes them feel safe. If you’re someone who leads with empathy and truly wants to make a difference in people’s lives, paramedical tattooing can be one of the most rewarding specialties in this industry.

Tule Beauty: What are the biggest mistakes new artists make in PMU and paramedical tattooing, and how can they improve?

Shay Danielle: One of the biggest mistakes I see new artists make is believing that there’s only one "right" way to do something. They take an online course and think, “Okay, this is the ONLY way to do powder brows.” Then they take another course—online or in person—and the next instructor teaches a completely different approach. Suddenly, they’re confused, questioning everything, and feeling like they need to start over.

Here’s the thing: neither instructor is wrong. They just have different techniques, preferences, and experiences that shape the way they teach. And that’s the beauty of this industry—there isn’t just one path to success.

New artists often get caught up in trying to find the "correct" method instead of realizing that PMU and paramedical tattooing are about adapting, evolving, and finding what works best for you. Yes, there are best practices to follow, but every artist develops their own unique style and approach over time. Instead of getting frustrated when different instructors contradict each other, take what resonates with you, apply it, and make it your own. The best artists are the ones who stay open to learning and embrace the idea that there are many ways to achieve amazing results.

Tule Beauty: What advancements in technology or techniques are you most excited about in the PMU and paramedical industry?

Shay Danielle: I’m honestly excited about both the technological and technique advancements happening in this industry right now. First off, the realism we’re seeing in areola tattooing for breast cancer survivors is absolutely next level. The depth, dimension, and hyper-realistic results that artists are achieving today are mind-blowing. Every year, these techniques are evolving, and it’s incredible to see how we’re able to restore confidence in such a meaningful way.

I’m also really impressed with the advancements in pigments. Not only are pigment companies creating more stable, high quality formulations, but they’re also prioritizing education on their pigments in a way we haven’t seen before. Artists are now learning exactly how to use these pigments properly, which means better healed results, longer-lasting work, and an overall higher standard of artistry.

More than anything, I’m seeing so much more integrity in the industry—from artists, educators, and manufacturers alike. There’s a real focus on education, ethical practices, and pushing the boundaries of what’s possible, and that makes me so excited for the future of PMU and paramedical tattooing.

Tule Beauty: Are there any new techniques or procedures that you believe will shape the future of paramedical tattooing?

Shay Daniele: I am beyond excited to see how the pioneers of the paramedical tattooing industry continue to push boundaries and redefine what’s possible with our skills. We are in such an innovative era, and every year, we’re seeing new techniques emerge that completely change the game.

One of the most exciting advancements is in dark scar camouflage. Traditionally, scar camouflage was more focused on lighter scars, but now, artists are developing techniques that work on a wider range of skin tones and scar types, which is huge for inclusivity in this field.

Another incredible evolution is the hyper-realism in areola tattooing. The level of detail and dimension artists are achieving today is unbelievable, and it’s giving breast cancer survivors results that truly look and feel natural. This kind of innovation is life-changing for clients, and I know we’re only scratching the surface.

The paramedical tattooing industry is still so new—we are just getting started! As more artists step into this space and push the limits of what’s possible, I have no doubt we’re going to see some insane innovations in the years to come.

Education & Mentorship

Tule Beauty: You’ve trained countless artists—what qualities make a great PMU or paramedical tattoo artist?

Shay Danielle: The top three qualities I see in truly great permanent makeup and paramedical tattoo artists are:

1. Lifelong Learning. The best artists are ambitious and curious enough to continue their education FOREVER. They never assume they’ve “made it” because they know there’s always something new to learn.

2. The Ability to Take Feedback & Implement It Immediately. Growth happens when you take constructive criticism and apply it. The most successful artists aren’t defensive—they take notes, make adjustments, and get better.

3. A Little Bit of Chaos. Let’s be real—most of us in this industry are a little scatterbrained, and honestly? That’s a good thing. You need that organized chaos to stay on your toes, handle multiple clients, and keep up with an ever-evolving industry.

Tule Beauty: What advice would you give to artists looking to transition from offering traditional PMU services to paramedical tattooing?

Shay Danielle: DO IT NOW! Stop waiting. The paramedical tattoo industry is BLOWING UP right now, and artists are jumping in fast. If you hesitate, you’re going to kick yourself later when you see others in your area dominating this field.

I’ve seen trends explode in this industry over the past 15 years. Remember when nano brows took over Microblading? The artists who learned this skill early on became the go-to experts, and now, everyone else is scrambling to catch up. Paramedical tattooing is taking off the same way. Be ahead of the curve, not behind it!

Tule Beauty: What is one of the most rewarding success stories from a student you’ve mentored?

Shay Danielle: One of the most inspiring success stories I have is from a student named Sage. She embodies resilience, dedication, and the willingness to do whatever it takes to succeed.

Sage attended our areola training in June 2024, but due to major travel issues, she missed the entire first day of class. A setback like that could have discouraged anyone—but not Sage. She caught the first flight she could, arrived at our studio at 6 AM, and worked with me for hours before the other students even arrived. Her skills blew my mind, and I knew immediately—this girl was going places.

And she DID. Sage took everything we taught her—from marketing and social media strategies to advanced tattooing techniques—and ran with it. She pushed herself even further by speaking at hospitals, partnering with doctors, appearing on FOX News, and even expanding her business to Hawaii.

Watching her grow and seeing how many lives she’s changed has been one of the most rewarding experiences of my career.

Tule Beauty: For artists looking to become trainers themselves, what key things should they focus on?

Shay Danielle: Integrity. Becoming a trainer isn’t about making millions of dollars—it’s about setting students up for success so they can serve their clients at the highest level. If you want to be a great educator, you have to be there for your students beyond a one-day or three-day course. Training should come with ongoing support, mentorship, and real accountability.

This industry doesn’t need more trainers who just want to sell courses—it needs mentors who actually care about their students’ success. If you can provide that? You’ll be an incredible educator.

Industry Insights & Business Growth

Tule Beauty: The PMU and paramedical tattoo industries have grown rapidly—how do you see them evolving in the next five years?

Shay Danielle: Paramedical tattooing is going to take over the beauty industry—mark my words.

Clients are shifting away from chasing perfection and leaning more toward improvement. They’re not necessarily looking for bold, exaggerated results anymore. Instead, they want subtle enhancements, solutions to insecurities, and realistic results that make them feel confident in their skin.

At the same time, we’re seeing a huge boom in PMU removal right now. A lot of clients are reversing outdated or botched work, which is why laser and saline removal are everywhere. But here’s what I predict—once people remove their old brows, they’re going to want them redone properly. So we might see this whole trend flip-flop. Right now, laser removal is at its peak, but give it time, and we’ll likely see an influx of clients looking for fresh, natural-looking brows. The artists who are ahead of the curve, mastering natural PMU styles and correction work, are the ones who will really win in the long run.

Tule Beauty: How can artists differentiate themselves in an increasingly competitive market?

Shay Danielle: PMU and paramedical tattooing feel saturated in terms of how many artists there are—but NOT in terms of skill level. There are far too many artists out there taking low-quality trainings, which means bad work is everywhere. Clients are getting burned left and right, which is actually an opportunity for highly skilled artists to stand out.

The best way to differentiate yourself? Show your work—and showcase it LOUD. Too many artists are afraid to put their work out there. They second-guess themselves, wait until they feel “perfect,” and in the meantime, the less talented artist down the street is booked solid simply because they’re visible. You need to be seen. Post your work, talk about your process, and let people see your evolution.

Beyond that—never stop learning. Clients want to know you’re always improving. The best artists are constantly investing in their education, fine-tuning their skills, and evolving with the industry. And honestly? The best way to set yourself apart is to be yourself. Nobody can replicate you. Show up authentically, and the right clients will find you.

Tule Beauty: What role does social media play in growing a successful PMU or paramedical tattoo business, and what strategies do you recommend?

Shay Danielle: Social media is your marketing. Period. And while I’d love to sit here and tell you that Instagram isn’t everything… I’d be lying. Here’s why:

If you’re not showing up on Instagram, but the artist down the street is—guess who’s getting the client? They are.

Why? Because social media builds trust before a client even walks through the door. It gives you the chance to connect, educate, and show off your work before someone ever books an appointment. Clients want to see before-and-after transformations, read testimonials, and—more than anything—get a feel for who you are as a person. They want to know that you’re the right fit for them.

Now, let’s talk strategy - but I’m going to keep it REALLY simple.

1. Be consistent. If you can’t post 5x a week, don’t promise yourself that. Start with 3x a week and stick to it. Once you get consistent, then you can scale up.
2. Show your face. You scroll Instagram—you know the difference between boring, lifeless content and engaging content. People connect with people. Don’t hide behind just your work—show who you are.
3. Think like your ideal client. What kind of posts grab your attention? What makes you stop scrolling? Lean into that. Your content should be useful, engaging, and exciting—not just another generic post.

P.S. My assistant, Cass, just started an Instagram account sharing all things social media & marketing for artists. If you want free advice on how to level up your online presence, go follow her at @cass.shaydanielle on IG!

Tule Beauty: Why is it important for artists to support independent manufacturers and use high-quality, artist-driven products rather than mass-produced alternatives?

Shay Danielle: It all comes down to quality.

High-quality products = high-quality results = premium pricing.

It’s really that simple. When you invest in artist-driven, high-quality products, your work lasts longer, heals better, and looks more professional. Clients notice. And when they notice, they’re willing to pay more.

Independent manufacturers actually listen to artists because they’re making products for artists. Big-box brands? They mass-produce with profit in mind, not necessarily artistry. If you want the best results, invest in the best products.

Tule Beauty: What advice do you have for PMU and paramedical artists trying to balance business growth with maintaining high-quality results?

Shay Danielle: It took me years to find a work-life balance that didn’t feel like constant burnout.

Look—there’s a time for hustle. Sometimes, you have to go all-in, push through chaotic seasons, and grind to get your business off the ground. But that can’t be your forever pace. At some point, you need to find a rhythm that allows you to sustain high-quality work without running yourself into the ground.

One thing that’s helped me? Having a support system outside the industry. Whether it’s family, friends, or a partner—having people who aren’t in PMU keeps you grounded. You need separation from work to stay mentally balanced, and when you’re balanced, your work stays high-quality.

Personal & Future Goals

Tule Beauty: What keeps you motivated to continue innovating and pushing the industry forward?

Shay Danielle: The artists. I talk to hundreds of them every single week. And I mean literally—my assistant and I spend at least an hour every morning answering every DM, email, and question that comes in.

What motivates me is seeing the gaps in the industry and finding real, effective solutions. It’s knowing that what I do actually helps artists grow, feel more confident, and change their clients’ lives. That’s what drives me every day.

Tule Beauty: What’s next for you? Any upcoming projects, collaborations, or goals you’re excited about?

Shay Daniele: We have some really exciting things coming up at Shay Danielle Academy. I can’t say too much yet (trust me, I want to), but I will say this—people have been asking for this type of training for years, and I’m finally ready to make it happen.

And if you’re in the areola tattoo space? You’re going to love what’s coming in late spring/early summer. I’m working on something with a special someone that’s been in the making for a long time, and I cannot wait to share more soon! Stay tuned!

Thanks Shay. We appreciate you taking the time to let our readers understand a little bit more about who you are. I'm sure lots of people are going to find this extremely inspirational!