“A True Makeup Artist Doesn’t Just Draw ‘Nice Brows’”: We Talk to PMU Guru Olha Ladaniuk

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Main image – Tanyadanilevich/Stocksy

While lip oils, jelly makeup, and barrier first skincare have all had a bit of a moment in the last year, there’s one trend that’s stayed steady since at least 2021; the beautiful brow.

But since shaping (and let’s face it, maintaining) your own brows is something of a daily commitment, it’s perhaps unsurprising that permanent makeup options (like ombre eyebrows and microblading) are becoming ever popular.

Going down the PMU route can feel a little daunting though. Afterall, what happens if you don’t like the end result?

That’s why we’ve sat down with KCCK-accredited permanent makeup master and brow artist, Olha Ladaniuk, to find out why making sure the initial ‘eyebrow sketch’- before any permanent makeup is laid down- is vital to making sure you’re happy with your results.

Image – Olha Ladaniuk

We also find out about Olha’s own signature ‘Professional Sketch’ method, as well as how she unwinds from all things beauty, even after nearly a decade in the brow business.

Lovely to meet you, Olha. For anyone who has never tried PMU before- and may be a bit nervous- what kind of results can they expect from getting a permanent brow treatment?

One of the most persistent myths about permanent makeup is that artists create the same brow shape for everyone, resulting in artificial, cookie-cutter looks. And while that may have been true in the early days of PMU- when training was often limited and templates were applied universally to all face types- that’s no longer the case.

Today, the industry has evolved. With higher competition and a more educated clientele, both artists and trainers have had to raise their standards. Clients can now clearly recognise quality work—and they expect results that are both professional and personalised.

That’s why I believe in an individualised approach for every client. A true brow artist doesn’t just draw “nice brows”—they enhance and harmonise the client’s natural features.

If someone’s going to their first appointment, what’s the most important part of making sure they’re happy with the end results?

Creating a precise and harmonious brow sketch is one of the most critical steps in any permanent makeup procedure.

The sketch defines the shape and symmetry of the brows, and ultimately determines the success of the final result.

What does the sketching process involve, and will the client’s own ideas be taken into account at this stage?

Client communication is absolutely essential. Before I start sketching, I always analyse the client’s facial features, skin tone, hair color, and personal style. Based on that, I suggest the most flattering shape.

But my suggestion is never final. I always encourage feedback—whether the client wants a more dramatic look, a softer “makeup-free” effect, or anything in between. The final shape should not only harmonise with their features but also feel like them.

It’s important that the client walks away with brows they truly love and feel confident in every day.

What tools will be used during sketching?

I use specific tools that help draw clean, accurate lines and ensure the sketch remains intact throughout the procedure. This precision guarantees a professional result every time.

I use three tools- pencils, paste, and thread- in every sketch. Each plays a unique role at a different stage:

Thread helps mark the reference points quickly and accurately. It’s essential for establishing the main structure.
Pencil connects these points, refines the shape, and helps define precise contours and proportions.
Paste is used last to fix the sketch in place. It makes the lines more visible during the procedure and helps ensure everything stays put.

One key point I emphasise to my students: always use high-quality tools. A poor-quality pencil might crumble or be too hard, leading to uneven lines. Paste needs to hold the shape without smudging. Thread should retain moisture long enough for you to build the reference lines clearly and precisely.

When used together and correctly, these tools account for about 50% of the final result. Their synergy is what allows for consistent, high-quality outcomes.

You have your own signature ‘Professional Sketch’ technique. What’s the process?

My technique, Professional Sketch, was developed with the principle that great permanent makeup should enhance a client’s natural features.

My technique can be applied to any face type and always results in brows that look balanced and natural.

At the core of my method is what I call the Five-Point Rule. These five reference points help determine the ideal proportions and lines for the brow shape.

By sketching according to these specific points, the artist can ensure a result that blends seamlessly with the client’s facial structure. It’s a precise, yet flexible system that respects every face’s individuality.

What’s the Five-Point Rule for creating brow symmetry?

When sketching a brow, an artist should focus on three main parameters:

The brow start, typically aligned from the edge of the nose through the inner eye corner.
The arch (apex), It is determined through geometric measurement, using the brow’s start and end points as reference.
The brow tail, drawn from the edge of the nose through the outer eye corner.

Defining these parameters accurately is crucial for achieving the right shape and balance. Unfortunately, many beginners either struggle with this or rely on one-size-fits-all templates—which often leads to unnatural results.

My Five-Point Rule helps precisely define the start, arch, and tail, taking into account facial symmetry and structure. Once those points are in place, the artist simply connects and adjusts them to create a custom brow sketch that feels natural and highlights the client’s features.

Working with clients in such a hands-on and personal way must be fairly intense. How do you unwind from it?

Like any creative profession, permanent makeup can be mentally and emotionally demanding. You’re constantly solving complex design challenges, reading clients’ moods, and managing expectations. It’s easy to get overwhelmed.

My advice to fellow artists is simple: balance work with rest. If you only focus on work, burnout is inevitable.

Personally, I check in with myself regularly. If I feel mentally drained, I take time off. I also prioritise activities that bring me joy—whether it’s fitness, hobbies, travel, or new experiences. These help me recharge and return to work with fresh energy.

Another crucial aspect is setting healthy boundaries with clients. It’s important to be empathetic – but you’re not their therapist. If a client starts venting or sharing too much negativity, gently steer the conversation back to the procedure.

To maintain emotional balance, protect your time, nurture your passions, and stay close to people who uplift you. That’s what keeps you inspired and in love with your craft.

The takeaway

Communication, symmetry, and a good sketch *before* any permanent makeup begins, are essentials it seems.

Take your time to consider exactly what you want to achieve from your appointment then. And just remember; like with any tweakment, and whatever brow look you’re going for, finding a licenced, reputable professional is always a non-negotiable.