The PMU Standard

When Should an Artist Should Say NO to the $$ money?

Not every client should become your client.

In this episode of The PMU Standard, Michelle Rukny talks about one of the hardest lessons to learn as a permanent makeup artist: sometimes the best business decision is saying no to the money.

A client may be ready to book and pay, but that doesn't automatically mean you should perform the procedure.

Michelle breaks down why proper consultations and client assessments are so important before agreeing to a service. From evaluating whether you can realistically deliver the outcome a client wants to recognizing expectations that may be impossible to meet, a great consultation should help you determine whether you and the client are actually a good fit.

And then there are the red flags.

Unrealistic expectations, pushing boundaries, ignoring professional recommendations, questionable motivations, or a consultation that simply doesn't feel right can all be reasons to slow down and reassess before taking someone's money.

In this episode:

• Why every potential client isn't necessarily your client
• How consultations protect both the artist and the client
• Assessing whether you can realistically deliver the desired outcome
• Recognizing unrealistic expectations before the procedure
• Client red flags artists shouldn't ignore
• Why saying no can sometimes protect your reputation
• Knowing when to refer out or decline a service
• Why short term revenue isn't worth a long term problem

Turning down money can feel especially difficult when you're trying to grow your business. But professionalism isn't just knowing when to perform a procedure. It's also having the confidence and integrity to know when you shouldn't.

Sometimes the most profitable decision you can make is the appointment you never book.

🎙️ Hosted by Michelle Rukny
President and Director of Operations, American Academy of Micropigmentation

Follow the American Academy of Micropigmentation
Instagram: https://www.instagram.com/aampmuboard/

AAM Board Certification, education, and resources:
https://micropigmentation.org/

The PMU Standard. Raising the standard for permanent makeup.

Holiday Business Prep with Sasha Haughn: Part 2

We’re back with Sasha Haughn for Part 2, and this time we’re turning up the heat.

In this episode of The PMU Standard, Michelle Rukny and Sasha continue their conversation about preparing your PMU or beauty business for the holiday season, but we’re also getting into the bigger lessons that apply to business owners all year long.

From managing a team and navigating slow seasons to planning promotions, protecting your time, making smarter business decisions, and learning from the mistakes that come with growth, Sasha shares some of the golden nuggets she’s picked up while building and leading a successful beauty business.

And of course, we put her in the hot seat.

Michelle hits Sasha with rapid-fire business questions about leadership, money, hiring, boundaries, difficult clients, business mistakes, and the lessons she wishes she knew earlier.

Whether you’re completely booked, trying to fill your calendar, building a team, or still figuring out what the next version of your business looks like, there’s something in this conversation you can take back to your own business.

If you haven’t listened to Part 1 yet, start there, then come back for Part 2.

🎙️ Hosted by Michelle Rukny
President and Director of Operations, American Academy of Micropigmentation

Special Guest: Sasha Haughn
Instagram: https://www.instagram.com/sashahaughn/

Follow the American Academy of Micropigmentation
Instagram: https://www.instagram.com/aampmuboard/

AAM Board Certification, education, and resources:
https://micropigmentation.org/

The PMU Standard. Raising the standard for permanent makeup.

Holiday Business Prep with Sasha Haughn: Part 1

The holiday season can be one of the busiest and most profitable times of the year for beauty professionals, but without a plan, it can also become one of the most stressful.

In Part 1 of this special two-part episode of The PMU Standard, Michelle Rukny sits down with business expert and AAM Board Member Sasha Haughn to talk about preparing your beauty or PMU business for the holiday season before the rush actually begins.

Sasha shares her journey in the beauty industry, how she incorporated permanent makeup into her existing lash business, and what she's learned while building a business and leading a team of 12.

Michelle and Sasha also get into the realities of holiday planning, including the mistakes business owners make when they wait too long, managing a packed schedule, preparing your team, thinking ahead about promotions, and making decisions that protect both your revenue and your sanity during one of the busiest seasons of the year.

Whether you're a solo PMU artist or managing a growing team, this conversation is about being intentional with your holiday season instead of simply surviving it.

And this is only Part 1. Make sure you're following The PMU Standard so you don't miss Part 2 of the conversation.

🎙️ Hosted by Michelle Rukny
President and Director of Operations, American Academy of Micropigmentation

Special Guest: Sasha Haughn
Follow Sasha on Instagram @sashahaughn

Learn more about AAM, Board Certification, and education at micropigmentation.org and follow @aampmuboardon Instagram.

The PMU Standard. Raising the standard for permanent makeup.

Is Microblading for Everyone?

A client walks in asking for microblading. But is microblading actually what they need?

In this episode of The PMU Standard, AAM President and Director of Operations Michelle Rukny looks beyond individual techniques and talks about something much more important: identifying the right service for the right client.

Permanent makeup isn't one size fits all. Skin type, age, existing pigment, lifestyle, expectations, desired results, and other individual factors can all influence which technique may be appropriate. What a client asks for isn't always what an experienced artist ultimately recommends.

Michelle discusses the importance of consultation, client assessment, managing expectations, understanding the techniques available to you, and being willing to recommend a different approach when necessary.

Because part of being a professional isn't simply knowing how to perform a service. It's understanding who that service is actually for.

🎙️ Hosted by Michelle Rukny
President and Director of Operations, American Academy of Micropigmentation

Learn more about AAM, Board Certification, and education at micropigmentation.org and follow @aampmuboard on Instagram.

The PMU Standard. Raising the standard for permanent makeup.

A full booking calendar doesn't prove competence. A big following doesn't prove technique. And a certificate on the wall doesn't automatically mean someone is ready to work on a client's face.

In this episode of The PMU Standard, AAM President and Director of Operations Michelle Rukny opens up a conversation the permanent makeup industry needs to have about integrity, training, marketing, competence, and the difference between looking successful and actually being prepared.

From promises of six figure careers after a weekend course to perfectly curated social media feeds that rarely show healed results, Michelle looks at the signals clients and newer artists are being taught to trust and why those signals don't always tell the whole story.

This isn't about criticizing beginners or discouraging ambition. Foundational training has an important place in PMU, but it should be the beginning of an artist's education, followed by practice, continued learning, documented work, feedback, and experience.

In this episode:

• Why popularity and competence are not the same thing
• The problem with get rich quick marketing in PMU education
• Why foundational training should be a starting point
• What professional competence actually looks like
• Why healed results matter more than a perfectly curated feed
• What clients should understand about pricing and credentials
• The difference between attendance certificates and meaningful certification
• Why knowing when to refer a client is part of being a professional
• How AAM Board Certification creates additional accountability beyond minimum legal requirements

Integrity isn't about being the loudest artist in the room, having the biggest following, or charging the highest price. It's about being honest about your experience, staying within your competence, continuing to learn, and putting the client ahead of the sale.

Standards over popularity, always.

🎙️ Hosted by Michelle Rukny
President and Director of Operations, American Academy of Micropigmentation

Learn more about AAM, Board Certification, and education at www.aampmuboard.org and follow @aampmuboard on Instagram.

The PMU Standard. Raising the standard for permanent makeup.

Caffeine and PMU: What the Research Actually Says

Should clients really skip coffee before a permanent makeup appointment? The answer may be different from what you've been taught.

In this episode of The PMU Standard, AAM President and Director of Operations Michelle Rukny takes a closer look at one of the most common PMU pre-care rules: no caffeine before your appointment.

Unlike alcohol, caffeine is not an anticoagulant, and research does not support the idea that a normal cup of coffee automatically causes increased bleeding or makes every client more sensitive to pain. But that doesn't mean caffeine has no effect on a PMU appointment.

Michelle breaks down how caffeine affects the nervous system, why some clients experience anxiety, shakiness, restlessness, or an increased heart rate, and why those individual responses matter when performing precision work. She also explains why energy drinks deserve their own conversation and why telling habitual coffee drinkers to suddenly eliminate caffeine can sometimes create a different problem: caffeine withdrawal.

In this episode:

• Why caffeine and alcohol should not be treated the same way
• What research says about caffeine and platelet function
• Whether caffeine actually increases pain sensitivity
• How caffeine can affect anxiety, shakiness, and stillness
• Why energy drinks are different from a normal cup of coffee
• How caffeine withdrawal can affect habitual coffee drinkers
• Why individual client history matters
• A better way to communicate caffeine guidelines in your pre-care instructions

The goal isn't to create more rules just because they've always been on a pre-care sheet. It's to understand the evidence, educate clients honestly, and make recommendations that actually support a calm and comfortable procedure.

🎙️ Hosted by Michelle Rukny
President and Director of Operations, American Academy of Micropigmentation

Learn more about AAM, Board Certification, and education at www.micropigmentation.org and follow @aampmuboard on Instagram.

The PMU Standard. Raising the standard for permanent makeup.

That glass of wine the night before your brow, lip, or eyeliner appointment might seem harmless, but it can affect more than you think.

In this episode of The PMU Standard, AAM President and Director of Operations Michelle Rukny breaks down what alcohol actually does in the body and why artists commonly recommend avoiding it before a permanent makeup procedure.

Michelle gets into the science behind platelet function, bleeding, bruising, skin reactivity, and the early stages of wound healing. She also explains why the effects of alcohol can vary so much from person to person and why good pre-care is about removing unnecessary variables before creating a controlled injury to the skin.

You'll also hear why artists need to be careful about making big claims around alcohol and pigment retention. Retention is influenced by everything from skin type and technique to pigment choice, depth, immune response, sun exposure, and aftercare. Alcohol is not responsible for every healing issue, but it is one variable clients can control before their appointment.

In this episode:

• What people really mean when they say alcohol "thins the blood"
• How alcohol can affect platelet function and bleeding
• Why excess bleeding and oozing can make PMU procedures more difficult
• The connection between alcohol, bruising, and skin reactivity
• What research tells us about alcohol and wound healing
• Why artists should avoid making unsupported claims about pigment retention
• When clients should stop drinking before their appointment
• Why pre-care instructions should be discussed during the consultation

This isn't about judging someone for having a drink. It's about understanding how the body responds and giving clients the information they need to prepare for the best possible procedure and healing experience.

🎙️ Hosted by Michelle Rukny
President and Director of Operations, American Academy of Micropigmentation

Learn more about AAM, Board Certification, and education at micropigmentation.org and follow @aampmuboardon Instagram.

The PMU Standard. Raising the standard for permanent makeup.

Why are minimum standards for permanent makeup rising, and what does that mean for artists?

In this episode of The PMU Standard, AAM President and Director of Operations Michelle Rukny breaks down the growing push for stronger safety, training, and accountability across the PMU industry.

PMU regulations can look completely different depending on where you practice. Michelle looks at how states like California, Oregon, and Texas approach permanent makeup, why those requirements vary so much, and what artists need to understand about bloodborne pathogen training, infection control, licensing, and safe practices.

She also talks about the questions clients should be asking before choosing an artist, why healed results matter, and where AAM Board Certification fits into raising professional standards beyond basic state requirements.

In this episode:
• Why PMU requirements vary from state to state
• What bloodborne pathogen training looks like in real practice
• The difference between meeting minimum requirements and maintaining professional standards
• What clients should ask their PMU artist
• Why healed results matter
• How AAM Board Certification supports accountability and continued education

Rising standards are a sign that the PMU industry is growing up. The goal isn't to make it harder to be an artist. It's to make it safer for clients and strengthen the credibility of the professionals who take this work seriously.

🎙️ Hosted by Michelle Rukny
President and Director of Operations, American Academy of Micropigmentation

Learn more about AAM, Board Certification, and education at micropigmentation.org and follow @aampmuboard on Instagram.

The PMU Standard. Raising the standard for permanent makeup.

Pigmentology with Alex Mechenici | Part 4: Continuing the Conversation Through Education

The Pigmentology series comes to a close... but the learning is just beginning.

In Part 4 of this exclusive four-part Pigmentology series, Michelle Rukny, President of the American Academy of Micropigmentation and Director of Operations, wraps up her conversation with internationally recognized pigment expert Alex Mechenici by reflecting on the importance of continued education, independent learning, and remaining curious in an industry that is constantly evolving.

Throughout this series, Michelle and Alex have explored pigment chemistry, titanium dioxide, under-eye camouflage, long-term pigment behavior, and the value of questioning long-held assumptions. In this final episode, they discuss what's next for artists who want to continue expanding their understanding of pigment science and why lifelong learning remains one of the most valuable investments a PMU professional can make.

If this series challenged the way you think about pigments, you're not alone. That's exactly why the conversation continues beyond the podcast.

• Why continuing education matters in a rapidly evolving industry
• The value of independent, evidence-informed learning
• Alex's educational philosophy and upcoming projects
• A look ahead at the first AAM Pigmentology Mini Course
• Final reflections from Michelle and Alex

Alex Mechenici's first Pigmentology Mini Course, Organic vs. Inorganic, is scheduled to launch at the end of August through the American Academy of Micropigmentation.

If you enjoyed this four-part series and want to dive deeper into the science behind permanent makeup pigments, this course is designed to expand on many of the concepts discussed throughout these episodes with even greater depth and detail.

Want to be the first to know when enrollment opens?

Join the AAM Mini Course Library Waitlist for exclusive early access, launch announcements, educational updates, and text message reminders.

👉 Sign up here:
https://american-academy-of-micropigmentation.mykajabi.com/signup

📸 Instagram: @alex.pmu.and.laser.academy
https://www.instagram.com/alex.pmu.and.laser.academy/

🌐 Learn more about Alex's education and courses through the links in her Instagram bio, including Fade Ink and her online learning platform.

🌐 Website: www.aampmuboard.org

📸 Instagram: @aampmuboard
https://www.instagram.com/aampmuboard/

Interested in becoming Board Certified, joining AAM, attending webinars, accessing continuing education, or exploring upcoming mini courses? Visit www.aampmuboard.org to learn more.

The PMU Standard is the official podcast of the American Academy of Micropigmentation, bringing together leading educators, researchers, and industry experts to explore the science, artistry, safety, and standards behind permanent makeup.

Each episode is designed to help artists think critically, strengthen their clinical knowledge, and make more informed decisions through evidence-informed education.

⭐ Follow The PMU Standard on Spotify, Apple Podcasts, or wherever you listen so you never miss an episode.

If you found this series valuable, consider sharing it with a fellow PMU artist or trainer. Thoughtful conversations and evidence-informed education help strengthen our profession and encourage continued growth throughout the industry.

Thank you for joining us for this special four-part Pigmentology series with Alex Mechenici. We look forward to bringing you more conversations that challenge assumptions, inspire curiosity, and support professional excellence.

Because raising the standard begins with better education.

Pigmentology with Alex Mechenici | Part 3: Permanent Pigments, Performance & Independent Thinking

Just because you can't see a pigment anymore... does that mean it's actually gone?

In Part 3 of our exclusive four-part Pigmentology series, Michelle Rukny, President of the American Academy of Micropigmentation and Director of Operations, continues her conversation with internationally recognized pigment expert Alex Mechenici as they explore one of the most misunderstood concepts in permanent makeup: pigment permanence.

Alex explains how advances in pigment technology have changed over the years, including the development of modern high-performance pigments and why fading doesn't necessarily mean pigment has disappeared from the skin.

The conversation also examines why understanding long-term pigment behavior matters when evaluating future treatments, correction work, and evolving trends within the PMU industry.

As the discussion continues, Michelle and Alex shift gears into another thought-provoking topic: the value of remaining independent from pigment manufacturers and how that independence may influence education, transparency, and professional conversations.

Whether you're new to PMU or have years of experience, this episode encourages artists to continue asking questions, evaluating evidence, and making informed decisions that prioritize long-term client outcomes.

• How modern pigment technology has evolved
• What "high-performance pigments" are and why they matter
• Why invisible pigment may still remain within the skin
• Long-term considerations for correction and future treatments
• Independent education versus brand-driven messaging

Alex Mechenici's first Pigmentology Mini Course, Organic vs. Inorganic, is scheduled to launch at the end of August through the American Academy of Micropigmentation.

Want to be the first to know when enrollment opens? Join the AAM Mini Course Library Waitlist for exclusive early access, launch announcements, educational updates, and text message reminders.

👉 Sign up here:
https://american-academy-of-micropigmentation.mykajabi.com/signup

📸 Instagram: @alex.pmu.and.laser.academy
https://www.instagram.com/alex.pmu.and.laser.academy/

🌐 Website: www.aampmuboard.org

📸 Instagram: @aampmuboard
https://www.instagram.com/aampmuboard/

Interested in becoming Board Certified, joining AAM, attending webinars, accessing continuing education, or exploring upcoming mini courses? Visit www.aampmuboard.org to learn more.

The PMU Standard is the official podcast of the American Academy of Micropigmentation, bringing together leading educators, researchers, and industry experts to explore the science, artistry, safety, and standards behind permanent makeup.

Each episode is designed to help artists think critically, strengthen their clinical knowledge, and make more informed decisions through evidence-informed education.

⭐ Follow The PMU Standard on Spotify, Apple Podcasts, or wherever you listen so you never miss an episode.

🎙️ Next Episode: In Part 4, Michelle and Alex conclude the Pigmentology series with a candid discussion about transparency in the PMU industry, evaluating information beyond marketing, and why critical thinking remains one of an artist's most valuable tools.

Because raising the standard begins with better education.