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Katlyn Waters, a licensed permanent makeup artist in upstate New York, disclosed that many middle-aged women are opting for permanent makeup nowadays. “Most of my clients are over 50 and come in for a couple of different reasons,” she said. The permanent makeup industry is growing rapidly and will be worth over $4 billion by 2028. Permanent makeup consists of different procedures like eyebrow microblading to help fill in the brows, lip blushing for a fuller pout, and permanent eyeliner to enhance the eyes and lashes. The process of permanent makeup is also known as cosmetic tattooing or micro-pigmentation. Why do more women prefer it? Pexel Katlyn says the industry is getting a lot of attention because conventional makeup is time-consuming. “Oftentimes, they are sick of applying makeup every morning just to feel like their younger selves again," she said. "It’s time-consuming.” RELATED: Michelle Pfeiffer Looks Stunning In New Makeup-Free Instagram Photos Also, women over 50 have found permanent makeup as a way to manage the effects of aging on the facial structure and hair. “Many women start to experience hair loss later in life due to menopause, genetics, diet, stress, health and more, but the permanent eyeliner allows the artist to deposit pigment close to the lash lines to make the lash line appear fuller,” Katlyn added. Pexel Aside from making the face look better, it can be used to conceal scars, fill in bald spots, and even add nipples for women who lost theirs through mastectomies. Also, older women cannot apply makeup as precisely as their younger selves due to unsteady hands, declining eyesight, and boredom with the routine. How is permanent makeup done? Katlyn explained that it “is basically specially formulated pigments that are deposited into the dermis using a particular tool and/or technique and when healed, should permanently mimic the look of applied makeup.” The process also differs from actual tattooing, which involves a more concentrated ink, the traditional tattoo solution. On the other hand, permanent makeup is designed to fade over time to look more natural. “They don’t last forever, unlike a tattoo which is intended to last,” licensed cosmetologist and permanent makeup artist Genn Shaughnessy said. Unsplash The pen applied in cosmetic tattooing also uses a lower voltage and shorter needle depth than a traditional tattoo machine. Katlyn says permanent eyeliner lasts over a year, but touch-ups are also required. Over time, the pigment can oxidize, so coming in to refresh the color and redefine the shape is crucial for longevity,” she added. However, not everyone can do permanent makeup, especially those with health conditions such as diabetes or psoriasis near the treatment area and those undergoing chemotherapy or using blood thinners. People with oily skin would also not get the best results as the ink may not set.