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Beauty Marketing Simplified podcast

Mar 22, 2021

What you will learn from this episode:

  • Find out some of the mistakes PMU beauty artists make that you should avoid so that you protect your integrity and credibility
  • Discover one trick to doing effortless permanent makeup strokes
  • Hear tips for turning clients into raving fans and keep them coming back again & again
  • Learn how to think and plan long-term for your business to continue growing


Mary Ritcherson has worked in the beauty industry for over 20+ years & was introduced to Permanent Makeup by a highly respected local Plastic Surgeon in Tampa, FL. Mary began to research Permanent Makeup and instantly fell in love with the idea of helping women feel better about themselves. She completed her Certification in Permanent Makeup in August 2004 & to date, she has completed over 16,000+ eyebrow procedures.

Her NanoLines technique has gained worldwide recognition allowing her to showcase her work and share her techniques in advanced classes and conferences.

In this episode, Mary shares her lessons learned from growing a business and then starting her business again after moving across the country to another state.

After relocating to a new place, COVID-19 hits, and she pivoted her business plans once again. It is that kind of mindset a true entrepreneur should possess.

Through the years, she has built good relationships and even collaborates with what others might consider her competition.

With over a decade of experience under her belt, she shares wisdom for new beauty professionals or those still struggling to improve their skills. Mary even reveals what she wishes she would have done when starting her PMU business.

Find out her favorite tools and tricks for mastering her NanoLines technique, even what she does to this day that can also help you.

Mary reminds us to be patient because improving our skills or building a beauty industry is not an overnight process. Practice a lot and seek out training from mentors that will make you better. When you're feeling stuck, don't be afraid to ask for help.

Always keep that humility in you and keep yourself grounded. Share your knowledge and help as many people as you can.

As you earn, it's best to save and plan long-term. You will never regret having done it early in life. That way, when you are at the time of retirement, you will be living a good life and enjoying it.

"I always say to my clients; I don't need your money. I want you to be happy. And if you can't listen to what I'm telling you as the professional, read my forms, then don't spend any money with me today. I'd rather you walk out; we part friends than you knowing I shouldn't be doing something on you. And most of the time, they appreciate that."

- Mary Ritcherson


Topics Covered:

03:16 - Lessons and insights from what she calls a ‘curse and blessing’ of an experience
04:56 - Planning, taking action, and pivoting
08:22 - Seeing value in collaboration with competition
11:26 - How she navigated her business through a legal battle
14:54 - What she would have done differently when she started her career
18:51 - How did she learn her trick from doing her NanoLines
20:09 - Her go-to for machine needle and pigment
22:11 - Mistakes she sees artist are making that should be avoided
23:47 - Hone your skills and be patient
26:21 - What excites her these days and what’s up on her plate
28:17 - The best ways to think and plan long-term
31:29 - What she is most proud of
33:05 - The legacy she wants to leave people with
34:17 - What to do when you’re stuck

Key Takeaways:

“Doing what I know I'm able of doing, so saying “no” to me has been my saving grace. I know that I make the right decisions. I know my limits. I know what I can tackle, and I know what I can't do.” - Mary Ritcherson

“My trick is I work super duper clean, I pre-draw everything, and I work super slow and methodical... It just takes a lot of practice and mind control, and I talk to myself to go slow. I don't overwork it. I get in, and I get out.” - Mary Ritcherson

“Life has been good. As I said, I've had sleepless nights, I've had nausea from my clients. I've been there just like every client has been, and I don't care how good you are or how good you think you are. You can't make everybody happy. And I've lived the good, the bad, and the ugly. Hence, the reason why I say ‘no’ to so many people.” - Mary Ritcherson

“I think I'm most proud of helping a ton. A lot of people, thousands of people. But I think just maintaining my level of humility has made me really proud. Just staying true to myself and those around me.” - Mary Ritcherson

“I just want to be known as the girl, the technician, the trainer, you know, I hope to be written in a book or two down the road that I was the trainer that shared everything that I shared 110% that I gave 110%.” - Mary Ritcherson

“When it comes to my trainings, when it comes to my colleagues and my camaraderie, I don't look at people as competition. Some people don’t like me for crazy reasons, and I've learned to get rid of the negative, I've learned to delete, I learned to block, and I don't engage in any of it. For the newbies and the millennials that are getting started, don't engage in a drama, keep all of your personal stuff to yourself. Don't put it out there.” - Mary Ritcherson

“If you've been feeling stuck, and I'm sure you can vouch, and I can vouch, and a lot of us that are leaders in the industry can vouch, we've all been in those ruts. I would just say, just battle through it. Learn from your mistake. Reach out to people for advice and help. Don't be afraid to reach out to people.” - Mary Ritcherson


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