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Two Entrepreneurs Look to Transform Lives through Permanent Makeup


When Maru Oderzhakhivska and Anna Kara came to America from Ukraine, they did not expect their story to become an example of the American Dream.

However, after only one year, they have created a successful training program to help other women achieve their dreams as well. 

After being a well-known brand manager in Ukraine with more than 15 years of marketing experience with luxury brands, Maru moved to San Diego and could not find a job. All of her interviews concluded with the verdict: “overqualified” or “you don’t fit.” Then the opportunity she had been waiting for finally came along. She started to work with the biggest fashion platform in the USA—Art Hearts Fashion—and organized Los Angeles Fashion Week, New York Fashion Week, and Miami Swim Week. 

Although it was an amazing experience, it was still seasonal work, and Maru needed a sense of community to fit into the city of San Diego. When she met her future partner Anna, she was impressed by her talent and passion for the permanent makeup industry. 

The two women decided to combine their powers to create a solution for women and men who are struggling to build their careers and their businesses in the beauty industry. That is how New PMU was created. 

Most impressively, the two women built their business without any personal investments. To start, Maru and Anna organized an event for advanced permanent makeup artists and brought one of the best speakers in the industry from Europe. It was a successful event that caused Maru and Anna to decide to move forward together as partners and create a perfect, unique space where people can start their career as permanent makeup artists and continue to grow and elevate their skills by attending advanced events with international speakers. 

In one year, they developed a business plan, took out a business loan, found a perfect location, created a unique interior design with the help of a designer, built their New PMU place, and opened and taught their first class in March—right when COVID-19 happened. This was a major setback, as they had to shut down and had no help—only endless bills for rent and loans. However, the two women survived due to their determination and were able to open in September. Now, more than 30 students have successfully graduated from New PMU, the two women have been featured on Fox News, NBC News, Kusi News, and CBS News, and Anna and Maru are working on online courses, a product line, and franchising, as they already have a couple of requests. 

Not bad for the new entrepreneurs in crazy 2020, right?” Maru said.

Anna and Maru spent countless hours working on their program. As the grandmaster and teacher of the New PMU program, Anna took more than 47 different certified classes in permanent makeup from all over the world. She is an author of two books and the creator of original techniques. 

Maru, as the self-proclaimed Brand Marketing Goddess, created an original Modern Marketing and Branding course to provide students with their business plan, marketing strategy, and everything they need to build a brand and successful business. As Maru describes it, “No bla bla bla—just real tools that work.”

“In the USA, it’s very hard to get a license,” Maru said. “For example, to become a hairdresser or aesthetician, you have to pay a minimum of $25,000! And to spend months studying… when do you think you will have this investment back? With us, it’s very clear: six days, $5,950, and returns of investments after 10-15 clients (depending on how much you will charge).” 

Maru said their students’ work speaks louder than any words

“Because of our unique program, they are amazing after graduating,” she said.

Permanent makeup is one of the fastest-growing industries, and the market is extremely large. The procedures are also quite expensive, making it a lucrative field for permanent makeup artists. New PMU is the perfect opportunity for students to start their own business with a flexible schedule. 

Until the end of December, Anna and Maru are giving $1,000 off their program with the code HOPE. 

“We all need hope now,” Maru said. “And maybe this little gift from us will help people to start their new year with a new business and career.”

Maru and Anna would like to convey that message of hope to anyone who has a plan of creating something of their own and making a living through it.

“If your idea is bringing joy to your heart, if it brings warmth when you imagine it, do it!” Maru said.  “Don’t be afraid—it’s okay to make mistakes, it’s okay if everything is not perfect, just keep going! Keep shining, as this world needs your light.”

As a gift to their community, Maru and Anna are working with various groups to support people with alopecia and breast cancer survivors by donating free permanent makeup procedures. 

In the next three years, Maru and Anna would love to grow and to open at least 15 New PMU studios and academies in the USA. Their goal is to help as many people as they can to start a new business and to take care of all the insecurities that permanent makeup can solve.

To learn more about New PMU, visit www.newpmu.com


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