Our founder Alicia Dowling is a highly experienced permanent makeup artist with a huge passion for the industry.

Alicia started her permanent makeup journey in 2020 and is a newcomer in the industry. Alicia always had a passion for art from a young age and ventured into the semi-permanent makeup world after studying fashion, film and tv makeup. Alicia is a huge perfectionist at heart. Her attention to detail and artistic flair enables her to tailor each of her results!

Alicia specialises in all areas of permanent makeup, including lip blush, dark lip neutralisation, eyeliner, lash enhancements, powder brows, combo brows, hairstroke brows, scar camouflage, 3D areola, fineline tattoo's and emergency tattoo removal. Since starting her career, she has attended over 10 different masterclasses and has since found her passion for lip blush where she can get creative and recreate her clients' favourite lipstick shades!

Alicia has trained with some of the most prestigious academies in the world and recently gained her title as a Worldwide Certified Microblading & PMU World Association Pro Artist. One of her greatest achievements since starting her permanent makeup career was becoming an ID Liner sponsored artist. ID Liner is one of the UK's biggest names in the permanent makeup world. Whilst becoming one of ID Liner's Pro Artist's, Alicia qualified as finalist for The 2022 National Beauty Awards for Best SPMU.

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