WASHINGTON — A few months ago, Courtney Duran did something she never in a million years dreamed she would do: She got a tattoo on her face. Like many women, the Chevy Chase, Maryland, resident grew frustrated with the daily effort of filling out her eyebrows before work, after the gym or following a trip to the pool with friends.    “They weren’t bad — they just weren’t there,” Duran said about her eyebrows.    “I just wanted my face to look more structured, and [my eyebrows] kind of just disappeared, and I looked really tired all the time, and I was tired of doing them.” While researching different ways to apply eyebrow makeup, Duran stumbled across an article that caught her attention. It was on microblading — a cosmetic tattoo process that enhances the eyebrow. She became obsessed with the idea, and after reading up on microblading and combing through reviews, she booked an appointment at D.C.’s Dollistic studio. “I don’t have a tattoo or anything, so I was [nervous]. I mean, it’s a tattoo on your face,” Duran said. The “I just woke up like this” look is no longer reserved for celebrities with deep pockets and access to a team of specialized beauty professionals. Like Duran, a growing number of everyday Americans are seeking permanent makeup solutions, whether to make for an easier morning or to correct devastating effects from Alopecia or chemotherapy. In the last few years, services such as microblading, cosmetic tattooing and even semi-permanent lash extensions have taken off in the U.S. Emily Joy, founder and creative director of Dollistic, opened her shop in 2015 and has since seen demand for ink-enhanced eyebrows skyrocket. New clients are placed on a waiting list that is several months long, even as more studios open throughout the D.C. area, as well as in cities such as New York and Los Angeles. “We knew that it was going to rapidly pick up in popularity. I don’t think we realized how rapidly it was going to grow,” said Joy, adding that the service has long been popular throughout Europe and Asia, where there are “shops on every corner.”  

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The added convenience does not come cheap. In the D.C. area, microblading runs between $400 and $1,200. Joy says you can find artists that do the work for less, but warns consumers to do their research before committing to anything, especially since it’s permanent and even potentially dangerous, if not done correctly. “There are a lot of people popping up at lower price points that may seem appealing, but you never want to put a price on your face,” Joy said, adding that the cost of tattoo removal is much more expensive than the tattoo itself. A full set of lash extensions runs between $190 and $400, depending on the fullness of the set; fill-ins range from $90 to $200. However, Philippe says that’s a price a lot of people are willing to pay. “To me, time is invaluable. I have two kids, so if I can wake up and not have to do anything, it’s the best thing in the world,” she said. Despite her initial hesitation about applying permanent ink to her face, Duran says she couldn’t be happier with the results. “You’re doing it for yourself. You’re not doing it because you want your brows to look good for anyone else. You’re doing it because you notice that you feel better about the way you look,” she said.