Valerie Rudmin, owner of Everlasting Beauty, has been a permanent makeup specialist for 26 years. She first heard about permanent makeup when Michael Jackson had permanent eyeliner applied. She thought, what a great idea! That inspired her to become a permanent makeup artist to help those in need, especially women without eyebrows.
She immediately enrolled in one of the only schools in the United States offering permanent makeup and began offering it as a service through the hair salon she owned in Chicago.
Her first client was herself. “I wanted to show my clients what I was talking about, rather than trying to explain it, no one knew what this was” says Valerie. “That way, they could see the results first-hand.” Her business took off from there.
In 1990, she moved to Florida. Shortly after that, she met a doctor in Hernando County, who asked her to come to work in his office. Her reputation grew, and she began working with cosmetic surgeons at the Clearwater Center for Cosmetic Surgery.
After attending a conference 16 years ago in North Carolina, she was invited to open a studio in Des Moines, Iowa. Every couple of months, she flies there to work with clients who’ve booked appointments from all over the U.S.
“I always wanted to work closer to home,” says Valerie. “A friend found a studio that’s just a few minutes from my home, so I opened a studio in Wesley Chapel in January (2013) adding to my other locations.”
Valerie currently has over 30 certifications in permanent makeup. Her education is ongoing. “I’m always interested in learning something new,” says Valerie. “In 1992, I took some time off to study with master tattoo artist Big Joe in New York. He was the best in the industry and a really interesting character.”
The majority of her work comes from referrals. “People need to know who’s working on their face,” says Valerie. “There are things that should not be done, mistakes that can cause irreversible damage. A tattoo artist with a couple of classes in permanent makeup is probably not the wisest choice.”
Valerie’s studio is a safe and sterile environment that’s been licensed and inspected by the State of Florida Health Department. She uses the best topical anesthetic and knows how to apply them so her clients don’t feel anything while she’s working on them. Most work is completed in a single visit lasting a little over one hour. Clients leave her office with no swelling, bleeding or bruising, just makeup that wont wash off.
Valerie is a Lifetime Member of The Society of Permanent Cosmetic Professionals (SPCP.org). She also remodels scars, including chemo port scars, creates the 3D areola on “our beautiful breast cancer survivors”, as well as eyebrows, eyeliner and lip liner. She also has her own skin care product line. She works by appointment only. Call her at (727) 460-3847 to set up an appointment.
“I can take 10 years off your face simply by doing your eyebrows,” says Valerie. “It feels good to wakeup with makeup.”
Valerie Rudmin can be reached at (727) 460-3847, or by email at .
– Mike Matthew
This story is a feature of the advertising department.
