by COSMETIC ART

What by COSMETIC ART does

by COSMETIC ART (legal entity: Cosmetic Art OÜ) is a private, founder-owned permanent makeup (püsimeik) studio based in Tallinn, Estonia, founded around 2014 and operated primarily by permanent makeup artist Jana Sooäär-Conway, who has 11 years of category experience. The studio delivers in-person micropigmentation services across three areas: eyebrows (using powder/omission effect and hair-stroke techniques, priced at €270), eyes (salalainer/secret liner, classic eyeliner, and diffused contour, priced at €100-€260), and lips (aquarelle full-surface technique). The technical stack is conventional for the category: digital permanent-makeup machines with precision needles, single-use sterile consumables, and quality pigments; the studio highlights four proprietary techniques (Karvatehnika eyebrow hair imitation, Hajustatud puuder-efekt brows, Salalainer lash-line work, and Lip Aquarelle) as its domain-specialization differentiators. The business model is direct-to-consumer, with bookings via phone (+372 513 7037), WhatsApp, or in-studio, and free pre-procedure consultations; every initial procedure includes a mandatory correction session within 5-10 weeks, and recurring revenue is generated through priced touch-ups (€120 correction within 3 months) and refresh services (€170-220 within 2 years). Beyond core services, the company sells digital and physical gift cards and runs a professional education vertical with a basic course (Püsimeigi Baaskoolitus) for beginners and an advanced master class (Püsimeigi Meistriklass). Distribution is entirely domestic, executed through two studio locations in Tallinn (Pärnu mnt 317 headquarters and Ahtri 6) and supported by organic marketing channels including an educational blog, Instagram (@janasooaarpmu), Facebook, Google Analytics tracking, and earned media in Estonian outlets such as Postimees and 30+ magazine. There is no external investment, no parent company, and revenue figures are not publicly disclosed.

Name

by COSMETIC ART

Legal name

Cosmetic Art OÜ

Website

https://cosmeticart.ee

Company type

Private

Founded year

2014

Operating status

Operating

Short description

by COSMETIC ART is a founder-owned permanent makeup studio in Tallinn, Estonia, offering eyebrow, eye, and lip micropigmentation services plus beginner and master-class training to individual consumers and aspiring artists.

Ownership category

akta.pro rank

Product category

Beauty and Personal Care Services

NAICS

Beauty Salons (812112)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Combination Brows Services (HSALAKAC)

akta.pro secondary industries

Powder Brows / Ombre Brows (PMU) (HSALAIAG), Touch-Up & Maintenance Permanent Makeup Services (HSALAKAK), Permanent Makeup Consultation, Design & Patch Testing Services (HSALAKAL)

Keywords

• Permanent makeup services
• Cosmetic micropigmentation
• Beauty studio
• Eyebrow tattooing
• Permanent makeup training

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Permanent Makeup Procedures: One-time cosmetic procedures for eyebrows, lips, and eyes with touch-up and refresh services. Initial procedures require a follow-up correction session within 5-10 weeks included in the service.
2. Touch-up and Refresh Services: Follow-up correction within 3 months (€120) and refresh services within 2 years (€170-220) for maintaining the permanent makeup.
3. Training Courses: Basic and advanced permanent makeup training courses for beginners and experienced practitioners.
4. Gift Cards: Digital and physical gift cards available in birthday, Christmas, or standard themes.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

by COSMETIC ART operates a permanent makeup (püsimeik) studio in Tallinn, Estonia, delivering cosmetic micropigmentation procedures for eyebrows (€270), eyes (€100–€260), and lips using proprietary techniques such as Karvatehnika, powder-effect brows, Secret Liner, and Lip Aquarelle. The studio also offers basic and advanced training courses for aspiring permanent makeup artists, along with free consultations, correction/refresh services, and gift cards.

Product overview

COSMETIC ART is a permanent makeup studio (püsimeigistuudio) in Tallinn, Estonia, offering cosmetic tattooing services for eyebrows, eyes, and lips. The studio provides three main permanent makeup services: eyebrow permanent makeup (€270) using powder/shading technique and/or hair-stroke technique; eye permanent makeup (€100-€260) including secret eyeliner, classic eyeliner, and diffused contour; and lip permanent makeup using aquarelle technique for full lip color coverage. The studio also offers professional training programs (basic courses and master classes) for aspiring permanent makeup artists, along with free consultations and gift cards. The business is operated by Jana Sooäär-Conway with 11 years of experience. Services are priced in euros with correction/refresher pricing available.

Differentiator

Problem solved

Functional benefit

Products and services

• Eyebrow Permanent Makeup (Kulmude Püsimeik)

Quantifiable outcome

• Saves 50-100 hours per year on daily eyebrow makeup application
• +1 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Biotouch: Large, US-rooted PMU training and supply company with global training centers, pigment lines, and device distribution. It does not operate as a single local studio the way Cosmetic Art does, but competes in the same procedure and training categories and serves as the kind of scaled incumbent the studio must differentiate against.
• Softap: Long-established PMU device, pigment, and training supplier whose hand-tool method has shaped modern cosmetic tattooing curricula worldwide. Comparable on training and supplies; less comparable as a service operator but its brand frequently co-occurs with the technique categories the studio specializes in.

Direct peers

• Nouveau Contour: European (Netherlands) PMU equipment manufacturer and training academy offering courses, devices, and pigment systems used in cosmetic tattoo studios. Comparable on the training-revenue axis and on the technique-led service model (devices, pigments, certified techniques), even though it sells hardware as well as services.
• PhiBrows: Global PMU training academy and brand built around eyebrow microblading and micropigmentation techniques with a multi-tier educator/trainer program. Directly comparable to Cosmetic Art on both the procedure services and the training/certification revenue stream, and operates its own proprietary technique curriculum that mirrors the studio's Karvatehnika/powder-brow specialization.
• Tina Davies Academy: PMU artist-led education brand offering brow, eyeliner, and lip tattoo training plus a proprietary needle and pigment product line. Directly comparable to Cosmetic Art because it combines founder-driven technique IP (mapping, powder, and aquarelle-style approaches) with a paid training business targeting beginners and working artists.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/cosmeticartpermanentmakeup
• Instagraminstagram.com/janasooaarpmu

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about by COSMETIC ART