The PMU Standard

MIchelle Rukny
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THE PMU STANDARD by AAM is a leadership podcast for permanent makeup professionals navigating a changing industry. Hosted by Michelle Rukny, President of the American Academy of Micropigmentation @aampmuboard, the show explores industry standards, permanent makeup business realities, professionalism, and long-term sustainability without hype, fear, or shortcuts. This is not a technique podcast. It’s a reality-based conversation about building careers that last.

  1. 24m ago

    Episode 32: The PMU Client Wants A Correction. Now What?!

    The Client Wants You to Fix Another Artist's Work. Now What? A client walks into your studio unhappy with her previous permanent makeup and asks you to “just fix it.” But is adding more pigment really the answer? In this episode of The PMU Standard by AAM, Board President Michelle Rukny discusses the challenges of correcting another artist's work and why professional judgment is just as important as technical skill. From assessing existing pigment, saturation, and placement to knowing when removal, referral, or simply saying no is the better option, this episode explores the responsibility that comes with taking on corrective procedures. We'll also discuss managing client expectations, avoiding unrealistic promises, and maintaining professionalism when evaluating another artist's work. Because being a great PMU artist isn't about claiming you can fix everything. It's about knowing what you can correct, what you shouldn't touch, and understanding the difference. That's the standard. Learn more at micropigmentation.org and follow @aampmuboard for professional education and industry conversations.

  2. Oct 23

    Episode 31: When Should an Artist Should Say NO to the $$ Money?

    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 RuknyPresident and Director of Operations, American Academy of Micropigmentation Follow the American Academy of MicropigmentationInstagram: https://www.instagram.com/aampmuboard/ AAM Board Certification, education, and resources:https://micropigmentation.org/ The PMU Standard. Raising the standard for permanent makeup.

  3. Oct 16

    Episode 30: Holiday Business Prep with Sasha Haughn - Part 2

    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 RuknyPresident and Director of Operations, American Academy of Micropigmentation Special Guest: Sasha HaughnInstagram: https://www.instagram.com/sashahaughn/ Follow the American Academy of MicropigmentationInstagram: https://www.instagram.com/aampmuboard/ AAM Board Certification, education, and resources:https://micropigmentation.org/ The PMU Standard. Raising the standard for permanent makeup.

  4. Oct 9

    Episode 29: Holiday Business Prep with Sasha Haughn - Part 1

    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 RuknyPresident and Director of Operations, American Academy of Micropigmentation Special Guest: Sasha HaughnFollow 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.

  5. Oct 2

    Episode 28: Is Microblading For Everyone?

    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.

  6. Sep 25

    Episode 28: We Need to Talk About Integrity in the PMU Industry

    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 RuknyPresident 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.

  7. Sep 18

    Episode 26: Caffeine and PMU: What the Research Actually Says

    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 RuknyPresident 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.

  8. Sep 11

    Episode 25: Why Alcohol Is Not a Good Idea Before Your PMU Appointment

    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 RuknyPresident 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.

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About

THE PMU STANDARD by AAM is a leadership podcast for permanent makeup professionals navigating a changing industry. Hosted by Michelle Rukny, President of the American Academy of Micropigmentation @aampmuboard, the show explores industry standards, permanent makeup business realities, professionalism, and long-term sustainability without hype, fear, or shortcuts. This is not a technique podcast. It’s a reality-based conversation about building careers that last.

Information

  • Creator
    MIchelle Rukny
  • Years Active
    2026
  • Episodes
    32
  • Rating
    Clean
  • Copyright
    © MIchelle Rukny
  • Show Website
    The PMU Standard