Building a Thriving Permanent Makeup Business: Sydney Hamman’s Journey and Lessons

In this episode of Stylists Soul Tribe Conversations, we sit down with Sydney Hamman, a 14-time certified cosmetic tattoo artist and the owner of Evermore Aesthetics in Normal, Illinois. Sydney shares her winding path into the beauty industry, how she built a successful permanent makeup business from the ground up, and the wisdom she’s gained through it all.

Here are the key takeaways from our conversation:

Follow the Detours—They Might Lead to Your Calling

Sydney’s journey started with a passion for makeup and art. After a short stint in graphic design, she pivoted to cosmetology and worked at Ulta Beauty, eventually landing at the Benefit Brow Bar. Although hesitant at first, she discovered she loved brow shaping and quickly found her niche.

When microblading began to trend in 2018, Sydney took the leap and invested in her first certification course. Despite limited local training options and strict Illinois regulations, she found creative ways to practice her craft, even setting up a temporary space in her dad’s home while she built up her model portfolio.

Be Resourceful When You’re Starting Out

Sydney did nearly 30 free model appointments before becoming certified. She hustled full-time as an Uber driver to make ends meet while training. Once certified, she rented her first suite—just $300 a month—and gradually built a loyal clientele. Her early days were scrappy but intentional. She leaned into what was available, built her business from the ground up, and invested her energy where it mattered most: practice, consistency, and community.

Leverage Referrals to Grow Fast

To build momentum, Sydney offered an aggressive referral program—$100 off for both the referring client and the new one. The result? She booked 10 paying clients in one day after announcing her service launch. As her business became more established, she gradually scaled the program back, understanding the long-term value of her growing brand.

Build Community, Not Competition

A core value Sydney holds is collaboration over competition. She regularly helps other cosmetic tattoo artists—especially beginners—by pointing them to reputable training programs and offering hands-on mentorship. Rather than gatekeeping, Sydney aims to raise the standard of her industry and ensure artists are well-equipped to do safe, beautiful work.

The Permanent Makeup Industry is Rapidly Evolving

Microblading was once the go-to technique, but Sydney now offers a range of services including powder brows, nano brows, and lip blush. She explains that modern techniques—especially those done with a machine—tend to be less traumatic to the skin and better suited for a wider variety of clients. Lip blush, in particular, is on the rise as people shift away from overuse of filler and look for ways to enhance their natural features. According to Sydney, lip blush can create more definition, color correction, and symmetry in a way that filler alone cannot.

Work-Life Balance Doesn’t Happen By Accident

After years of grinding and burnout, Sydney restructured her schedule to create more balance. She now works four days a week with client hours Tuesday through Friday and uses Mondays for admin work—usually spent at her favorite local coffee shop. She emphasized the importance of listening to your body, honoring your energy levels, and creating a schedule that supports long-term success. Taking care of your physical and mental health, she says, is essential for doing your best work and showing up fully for your clients.

Consider the Business Side of Beauty

Sydney approaches her work with both creativity and strategy. She sets income goals and reverse engineers her schedule based on how many clients she needs to reach them. This intentional structure allows her to raise her prices over time and maintain both profitability and balance.

Digital Education is on Her Radar

Sydney has been exploring the idea of offering online education and training but is mindful of the growing skepticism around digital products. She wants to ensure anything she puts into the world is valuable, trustworthy, and rooted in integrity. Her goal is to eventually guide newer artists through mentorship or training in a way that truly supports them.

Final Thoughts

Sydney’s story is a powerful reminder that passion, resilience, and a clear vision can take you far—even in a saturated or highly regulated industry. From a hesitant brow waxer to a thriving studio owner, Sydney’s path shows what’s possible when you lead with service, community, and care.

If you’re a beauty pro curious about cosmetic tattooing or someone dreaming of building a business that reflects your values, her story offers both inspiration and practical insights.

Stay Connected

Want to connect with the people behind this episode?

• Follow Sydney Hamman: @evermoreestheticsnormal on Instagram for behind-the-scenes, client transformations, and industry insights.

• Listen to More Conversations: Subscribe to Stylists Soul Tribe Conversations wherever you get your podcasts for more honest, empowering interviews with beauty industry professionals. Follow along on Instagram @stylistssoultribe for new episode updates, community conversations, and resources for growth.