An established premium beauty company specializing in permanent makeup, cosmetic procedures, and training

The company offers high-quality permanent makeup treatments for eyebrows, lips, and eyelids, as well as complementary cosmetic procedures such as plasma treatments, permanent hair removal, skin rejuvenation, and professional facial cleansing. The service portfolio combines aesthetic services with modern, technology-assisted treatment methods and is aimed at customers with high standards for quality and precision. In addition, the company shares its expertise through certified in-person training sessions and online courses for professional users. The offering is rounded out by the distribution of selected professional cosmetic products and devices.

The company primarily serves individual customers who utilize services in the areas of permanent makeup, cosmetic procedures, and skincare. In addition, its customer base includes business customers and aspiring professionals who purchase certified in-person and online training courses as well as professional products and equipment. The customer base comprises approximately 2,000 customers, including about 1,000 regular, returning customers, which indicates long-term customer relationships and a high level of customer satisfaction. Customers choose the company in particular because of its professional expertise, wide range of services, high quality, and excellent online reputation.

The market for premium beauty, permanent makeup, and cosmetic devices is benefiting from sustained high demand for aesthetic, time-saving, and non-invasive or minimally invasive treatments. Growth drivers include a rising awareness of the importance of a well-groomed appearance, recurring treatment needs, and the increasing importance of professional qualifications and certified training. The company is positioned in an integrated market environment encompassing cosmetic services, education and training, and the distribution of professional products and equipment. Thanks to its long-standing market presence, established customer base, and strong online reputation, the company benefits from attractive opportunities for customer retention and further tapping into digital demand.

The company competes primarily with specialized permanent makeup and beauty salons, dermatology practices, cosmetic clinics, and providers of cosmetic procedures using specialized equipment and permanent hair removal services. Indirect competitors also include traditional beauty salons and hair salons, as well as providers of home devices and do-it-yourself products. The company’s competitive position is strengthened by its broad service portfolio—which combines treatments, training, and the sale of products and equipment—as well as by its protected name and trademark rights and its strong online reputation. The long-established customer base—which includes a high proportion of repeat customers—and the two- to three-month booking lead time indicate strong customer loyalty and make it difficult for customers to switch to competitors.