Erika Tutoni Owner of European Aesthetic & Permanent Makeup Center
Dec 10, 2024
Alimond Studio
Have you ever been enchanted by the subtle artistry that can elevate a morning routine to an act of self-care? Our latest episode takes you on a journey with a master of aesthetics who weaves European sophistication into the fabric of Loudoun County's beauty scene. As a gifted artist in the realm of natural-looking permanent makeup, she opens her heart about the transition from general aesthetics to a niche that not only enhances features but also fosters confidence and authenticity. We unravel the tightly-held misconceptions surrounding permanent makeup, and you’ll learn why it's not just a trend but a timeless investment for those looking to simplify their lives while accentuating their natural allure.
But the conversation doesn't stop at the surface. We delve deeper, celebrating the stories of individual empowerment and the quiet revolutions that take place when we embrace our unique selves. A moving narrative shared by a local woman becomes the backdrop to a discussion on the pressures of conformity, reminding us why the path to self-acceptance is one worth championing. From the technical to the personal, this episode isn't just about the transformation of appearances; it's an intimate look at how the art of permanent makeup can be an instrument of inner strength and a testament to the beauty of individuality. Join us and be inspired by a philosophy that champions the distinctiveness in each of us.
Have you ever been enchanted by the subtle artistry that can elevate a morning routine to an act of self-care? Our latest episode takes you on a journey with a master of aesthetics who weaves European sophistication into the fabric of Loudoun County's beauty scene. As a gifted artist in the realm of natural-looking permanent makeup, she opens her heart about the transition from general aesthetics to a niche that not only enhances features but also fosters confidence and authenticity. We unravel the tightly-held misconceptions surrounding permanent makeup, and you’ll learn why it's not just a trend but a timeless investment for those looking to simplify their lives while accentuating their natural allure.
But the conversation doesn't stop at the surface. We delve deeper, celebrating the stories of individual empowerment and the quiet revolutions that take place when we embrace our unique selves. A moving narrative shared by a local woman becomes the backdrop to a discussion on the pressures of conformity, reminding us why the path to self-acceptance is one worth championing. From the technical to the personal, this episode isn't just about the transformation of appearances; it's an intimate look at how the art of permanent makeup can be an instrument of inner strength and a testament to the beauty of individuality. Join us and be inspired by a philosophy that champions the distinctiveness in each of us.
Speaker 1:
European aesthetic and perm and makeup center is a little bit long, but I wanted to cover the perm and makeup. I wanted to cover the aesthetic part. I moved back to L'Idon Cani in 2017 and that's when I straight away opened up Estonia. I'm not from Estonia, but with my husband's job, we lived overseas for three years, but actually we moved from L'Idon Cani before. So I'm here in the US since 2007.
Speaker 2:
Okay, and then what brought you back to come to Loudoun County? Did you miss it? You liked it to start your business.
Speaker 1:
We moved back here. We had a home here, so we moved back here and I told my husband straight away that I want to open my own business. I don't want to work for anybody else beside me.
Speaker 2:
As a business owner usually does want that kind of job right? What made you want to start? Aesthetics and permanent makeup.
Speaker 1:
I was already an aesthetician. I started my career here in the US and I was in three years in the business here when people asked me if I do perm and makeup. So many people asked that I looked into it and I started studying it, which led to a long road from the basic education here to travel all over the world to find the best masters and learn their techniques. So I keep doing that for years and I never was happy with my work when I learned from a tattoo artist that the real tattoo artist not really a tattoo artist is under five years in their business because it's a craft. It's so much to learn. So I felt like I was like that.
Speaker 2:
You wanted to perfect your craft to the best of your abilities. Were you always interested, since a little girl, or how did that come about? That Aesthetic always.
Speaker 1:
Always.
Speaker 2:
I mean, you have beautiful skin, so you probably always like, took care and liked the beauty guru stuff.
Speaker 1:
Well, I remember in Hungary I had this little book where I had to mix your own skincare because I couldn't afford skincare. So I made my little things and even when I moved here I started making my own skincare. But somehow, I guess, the perm and makeup just slowly took over and now is 99% of my business is perm and makeup, not aesthetic anymore. Okay, so it grew.
Speaker 2:
That's great that you expanded so you could offer that service and keep growing. What is your ideal client or what clients usually come to you for? The permanent makeup versus aesthetic Perm?
Speaker 1:
and makeup. I would say ladies who are looking for an easy routine at the morning, but they would like to stay natural. That's my approach. This is not replacing makeup, really, and I'm looking for the clients who understand that. This is not like you look at somebody's face and you could tell that they had perm and makeup. That's not what we want. We want that your life is easier. You look good without makeup. I don't want to tattoo your face that you feel like you have to put more makeup to compensate something very harsh on your face Also be aging. We want to be able to change this perm and makeup in few years than on the road.
Speaker 2:
Okay, and then for your clients for aesthetics what are typically something that they get done with you Like what kind of services do you offer for them?
Speaker 1:
A facial. Mostly I do one type of facial. I narrow it down. It's an oxygenating facial. It's very popular, it's very quick, immediately give you a glow. But even that, like I do very tiny part of my business now with the aesthetic. It's so many great aestheticians around here and I think I'm so much in love with the permanent makeup because it's an art.
Speaker 2:
Oh yeah.
Speaker 1:
And after all, I'm more like an artist. I always been, even when I was young painting, drawing, so that's what is really close to me Somebody go to relax. Maybe they go read a book or something To me. When I'm tattooing someone, I Therapeutic for you. Yes, wow, I'm in a different place. I so much love it, okay.
Speaker 2:
And then do you have any common misconceptions that people have about permanent makeup, like some negative things, and you want to let them know like, hey, this is actually not true, anything like that.
Speaker 1:
I guess yes, but earlier I mentioned that people see permanent makeup more the old-fashioned type when you could tell that it's a tattoo on the face and they're scared. Women don't want that anymore. No, I bring the latest technology and technique which is so soft, so natural that, yes, you cannot say that it's a tattoo on your face. That's the biggest conception that they're going to look like they have a sharpie on their face and that's not how it is anymore. I mean, you have to find the right artist for you. Yes, everybody's going to find their artist. There is many good artists and many different styles we're looking for, but mine is what fit the individual I like to meet Straight away. I walk in the studio, I look at how you dress, what kind of makeup you wear, how you talk. So I read your body language, what actually you do.
Speaker 2:
I'm shy now, I'm just kidding, okay, then. Oh, I just had a good question and it left my head. Let me think about it. I'm so sorry. Tell me a little bit about Estonia while you were there. What was that like? Is it really different from Loudoun County?
Speaker 1:
Definitely Very different. I think it is between Sweden and Russia, so it's a lot of Russian influence because the Russian occupation, what was it there? But people are very nice once you get to know them. Very small country, very tech, technological advanced country, but it's not as diverse. So that's I missed. I met lots of beautiful people, different. I was exposed to diversity because it's a lots of with my husband job. We met lots of expect and they came all over the world. But if you just in the country, that's not very diverse. That's I missed. When I came back that was like you, I'm whole.
Speaker 2:
Yes, More so your business. How do you usually get your clients? Is it word of mouth? Are you marketing website?
Speaker 1:
Word of mouth. I tried different marketing technique. None of them brought as much client that word of mouth. It's, that's it. And I don't have to be out in social media, be loud. I'm not that I'm actually would say that I have anxiety from social media. I don't like it. I don't like to talk on it. I like my work to talk itself. For itself yeah.
Speaker 2:
And I attract women.
Speaker 1:
who is like that? They are not out in social media loudly. Maybe they see the suggestion or recommendation and they write it down, but they not out there making comment all the time. I feel like a good artist don't have to be loud out there.
Speaker 2:
And it's different. It's not for everybody. People want a different style or a different type of artist for them, and you can find what works best for you and what you like.
Speaker 1:
That was the one very good thing. In East Tony, I met this artist. She was amazing artist. We lived in Tallinn. Tallinn is tiny, smaller than Lydon County, but every corner had a permanent makeup artist. So I asked her once that how you were so busy in this small place. And she said everybody find their own artist, everybody find their own clients. You're going to attract people who just like you. So you got is enough client for everybody. The word of mouth, and that's true.
Speaker 2:
Yeah, I mean I also wanted to say that in Tallinn there's actually a rapper singer that I like, who's from over there. Maybe you heard of him. He's really big in Estonia. His name is Tommy Cash. No, he's like putting Estonia on the map. That's why I even know. So that's interesting that you said that. I just really wanted to see if you knew.
Speaker 1:
But yes, that doesn't mean anything. I'm not using that's okay. No, no, no.
Speaker 2:
And do you speak Russian? Were you able to communicate?
Speaker 1:
No, that's okay, though I learned Russian, but I don't speak any anymore.
Speaker 2:
Okay, that's cool.
Speaker 1:
What about your husband? He's American. He's speak only in five different languages, meaning the English. You know that. Somebody told me once how many languages you speak and he said South African, English, British.
Speaker 2:
It's all English, it's all English. I was like, wait, she's saying things that are all English, okay, and then have you had any challenges with your business that you've overcome that? You're like I'm glad that happened because I learned now, but it was difficult.
Speaker 1:
Yes, how to set boundaries? What do you mean? I'm a pushover. So if somebody have emergency wanna come immediately, they make it the last. I push my time and I get tired. I have family, I have to take care of it and sometimes I would let people talk to me in the way that I is actually upsetting me. So once I was able to set the boundaries no, you can't. Actually I got more respect and those client to talk to me like that. They're still coming back, but they know, they know the boundaries. Now, exactly, they show respect. That was the hardest one.
Speaker 2:
How did you learn to set those boundaries If it was a little bit hard? What are some tips or techniques that you wanna share with our listeners when they have problems with boundaries too?
Speaker 1:
I guess you just have to stand up for yourself and you may lose a client, but that's okay, because in the long term that's gonna give you just headache. You don't want that energy in your space and for yourself. You don't wanna take it home. So just stand up for yourself, what you believe, what is your worth, and even if you know that you made a mistake, there is the way to explain how you correct this. And if the client doesn't want to work with, you just have to let it go.
Speaker 2:
I think a lot of business owners sometimes find a battle between finding that happy medium for them of like, okay, I wanna set boundaries, but I don't wanna let them go. So I find it very powerful and just inspiring when business owners are like, no, I'm sorry, either changing something for one person but they say no, or it's okay to let people go. Some people are like no, I have to keep every single person, I have to make everybody happy. So that's really interesting that you have that point of view and I think a lot of our listeners are going to relate to that and find inspiration with the message that you give to us.
Speaker 1:
Thank you, I think one, let go one. There's two others, who you like, gonna come in your door. You can't hold because they may attract more of that type of energy. Yes, and you don't want that.
Speaker 2:
Yeah, no.
Speaker 1:
It's hard to work, then you don't enjoy anymore your job.
Speaker 2:
Yeah we don't want that. We wanna keep doing what we love. And have you noticed any beauty trends with permanent makeup where you're like, oh, this is coming back or oh, nobody's doing this anymore. Now, wow, we have to learn this new thing because they wanna do this.
Speaker 1:
Yes, Things like microblading was a huge beauty trend and lots of the new artists who just came in the business they didn't know that is actually an ancient technique. That's the oldest method of tattooing.
Speaker 2:
I didn't know that. I thought it was something new. When it was all the rage I was like wow.
Speaker 1:
And everybody learned it. I learned it because a good tattoo artist knew all the technique. But be honest and nice, more and more coming out it's really damaging on the skin and then they think when I'm saying tattoo, permanent makeup is tattoo, they don't want that. They think that microblading is not tattoo. All of them is a sort of tattooing technique. So and it's going out now because people, clients too, they're seeing on themselves the result and it's very hard to work on those clients. I've worked with many women coming crying in my studio for correction because what happened and your artists could be the best artists. And I see Nice microblading work. It's not about necessarily to. The artist is the tool, what they work with.
Speaker 2:
And then tell me about those corrections with those clients. Is that something that is easier? Is it a little bit difficult Because it is a tattoo?
Speaker 1:
It's much harder. It's very hard to correct, very hard to make that client happy, because they remember always the last work, not necessarily the one who got messed up. They remember you that you couldn't correct. So this is when is very important collaboration with other business. Who knows, like a laser technician, who knows how to remove this work, what we don't want anymore. Before I go there and I can create something, but they saw on my site and they want that, but when they coming with something it's very hard to create the same outcome.
Speaker 2:
Okay yeah, and then, as far as with the tattoo, have you ever seen a case where it was like, okay, this is, I'm sorry, I won't be able to, you know, fix you, or this is what I'm gonna be able to do? Do you feel like we want to continue with the process? Have there been any?
Speaker 1:
Yes, I see many, many cases. Then it doesn't fit the face. I have to send them away, and sometimes to a specialist before I'm able to touch it or work with them and I tell them what is the maximum I can bring out. Not everybody wanna do removal. Not everybody have the time because it's can take up a year the process to remove something. It's very long.
Speaker 2:
Okay, and it's the same process as like, because it is a tattoo, is the same process as the tattoo removal, but on the face, yes okay, a little bit different product maybe, but very similar process. Okay, and then typically for your clients what are usually your client tell like are they more like business women? Are they younger women? What kind of clientele do you have?
Speaker 1:
I think mine is more the professional business woman and a little bit older ladies. I don't attract many young girls. Younger women, younger girls go after the style what is the latest? Yes, that's what they follow and I don't attract necessarily that client. There is couple of younger clients who are more conservative. They coming to me but generally professional, working in DC, political field or different field, where it's very important that they look professional and not necessary. The latest makeup trend?
Speaker 2:
Yes, something like classic that will transcend through time. Yes, that's classic. That's amazing though, like that you have like people in like politics and stuff, because I feel like some people, maybe times are changing, but some people are not as open to that. But the fact that you say that that's like makes me really think like wow.
Speaker 1:
Lawyers, politicians there is different field coming but all of them they looking for exactly the artist who can give that natural look for them but make their life easier, because, after all, they are usually a busy mom's too when they done working, so they want to be able to look good.
Speaker 2:
Yes, I think about that a lot too and I'm like maybe when I get older I might be something that I want to consider, because even now I find times where I just don't want to put on makeup. I don't want to get up extra early to do that. I just want to wash my face, put my moisturizer and go like I don't. It takes me like 20, 15 minutes, but it's 15 minutes I can use to eat breakfast, because if I do my makeup I don't eat breakfast.
Speaker 1:
Or just you can imagine, at my tower, every time I wake up, I want to be able to have, let's say, a dirty van and run out the door and still look good, feel good about my stuff. That's how permanent makeup should look like. So if you have a very heavy look, no, you're gonna have your hair done extra makeup. Let's say you have a heavy eyebrow, you're gonna put lots of make eye makeup on or lip makeup on because you feel self-conscious. That's it. The rest of your face look washed out. Yes, the permanent makeup I create, no, exactly. You can get up and you just say, yes, this is how I look like when I wake up like this, literally.
Speaker 2:
That's amazing. I love that. How did you develop your style or how did you know that the natural look, the classic look, is what you wanted?
Speaker 1:
I think I always been like that. Since I was young. I always attracted to more the classic looks and it's just when I worked what is what I would want on my stuff, and that's why I've worked more like that and find out many other women want to look like that, yeah.
Speaker 2:
And then, what do you do outside of the beauty world with permanent makeup, some aesthetics? What are you like outside? Do you like going to wineries? Do you like going to concerts? Do you like reading books?
Speaker 1:
Well, not much time for myself.
Speaker 2:
You're a busy woman.
Speaker 1:
Yes, two young daughter and they both busy in sports. So when I'm not working usually rushing home, picking them up, driving to you, I'm just same as any other busy life after take care. I like wineries when I have time to it, not much. I like to hang out with friends, very good friends. We share our life, but not much time for that either. I think I'm just in that part of my life that is more about my children. Right now, when I don't work, that's a good thing.
Speaker 2:
They will thank you for that because I know sometimes it's hard to find that balance. But when you can make that balance, I'm sure they really appreciate having you in their life and showing up to their games and rooting for them.
Speaker 1:
Not yet, not yet. But I talk to other moms on my table. I guess we go all through. We laugh a lot with my clients. We share the similar stories with our teenage kids and it make me feel good that I'm not alone.
Speaker 2:
Yeah, good, no, and everybody's different. Everybody has their own road and paths. Everybody's focusing on something different that's important to them, so there's nothing wrong with that. It's beautiful that everybody has different priorities and different goals that they want to achieve.
Speaker 1:
Oh, definitely, and I'm pretty sure, once they grow more, I'm going to have different things. What I like to do, I'm going to be traveling. If I could do something more, it would be traveling to see the world, meet more people, learn about different cultures. I really enjoy that.
Speaker 2:
It seems like you do. And then, if you have any advice for any business people or entrepreneurs, what's something that you would like for them to know that maybe can help them as far as running a business?
Speaker 1:
System to build a, develop a system. What is work for you is the very important thing, like with your scheduling system on your free time when you do certain things, if you do your financial when you do that. I wish I had those advice Sometimes. I wish that example in Lydon County that there is a site that explains exactly what a new business owner need to open, need to like what?
Speaker 2:
to pay attention, step by step, exactly.
Speaker 1:
And I learned how I went along and by trial and error yourself. Exactly. I wish there is something like that. I'm always hoping there is so many young entrepreneurs that somebody is going to develop a website that is going to be helping these new business owners to explain that. But that would be the most important. And just keep your authenticity. What is you? Yes, it's going to be another business owner. How are they doing it? It's work for them, but for you maybe feel uncomfortable. It's like I don't like skirts, but I see the girl next to me looks so good, so I'm going to start putting on skirt and I feel so uncomfortable. It's the same with the business what is works for?
Speaker 2:
you. What is you? Yes, stick to your vision and what you want to do.
Speaker 1:
Don't try to imitate others Exactly Because it's not going to be you. I remember when I opened they told me, find a word like how you like to talk to people and like everybody wanted me to be Gabor Zaza, Because Gabor Zaza was Hungarian and she said darling, darling. And I just couldn't do it to get on the camera and talk to my clients to say darling, because that's not me. It looked amazing with her, that was her signature, but that's not me Exactly. Even I'm Hungarian too. That doesn't mean Exactly.
Speaker 2:
They want to put you in kind of like a mold of what they think, exactly. But nobody wants to go to the same person twice. They want to find variety and we don't want the same thing over and over and over. We want to be like no, she's to this, but I like her because she's more like this. Thank goodness somebody is like this, right, exactly, you always want to have options.
Speaker 1:
I remember once there is a lady who hosting lots of coffees for Ladon County and I know her for years now. I remember once I told her I'm so sorry that I am not more on part of things, and she's like, no, exactly that's what I like about you See. And I was like, and I don't think so ever. I'm going to forget that she said that to me because it's made me feel so good that I'm not teaching anybody is just how I like to run my own business.
Speaker 2:
Absolutely. I'm glad she said that. I'm glad people notice those things, because sometimes people we're hard on ourselves and we don't really like think that we're doing something right, or we feel judged, like, oh, why am I not more like this? Exactly so, when somebody reassures you and says something, you're like, oh, thank God, like maybe I am doing something right, so I'm so happy when people speak up and say those things, other others who are having doubts. And then, just to wrap things up, if there was a message that you could give to the world, what message would that be? It can be in the beauty world, in the everyday world.
Speaker 1:
I think mostly I would like for young women to be them, just themselves. It's so much pressure on young women and like I'm closer to 50, you can tell me that I don't look good, I don't even blink, but I could see. It's so good, thank you, you will. But I see how could affect a young mind when they think they're not pretty enough, not good enough. I just wish I could hold each of them their hand and say no, you're beautiful how you are. Don't keep up. Don't keep up with anybody, keep up with yourself. You perfect how you are.
Speaker 2:
Oh, that's such a good message. Maybe I needed to hear that. No, thank you so much for coming on the show and sharing your wisdom and giving us your time. We really appreciate that so much. Thank you, so much, thank you.
