Today we’d like to introduce you to Jessica Salinas.
Hi Jessica, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
Honestly, I never saw myself specifically working in the beauty industry but I always knew I wanted to be a business owner. Even as a little girl, I knew I wanted to build something of my own. I come from a family full of ‘Hustlers’ you can say. Because I was surrounded by people who worked hard and made opportunities for themselves, that really shaped my entrepreneurial mindset from a young age. The vision of what that business would be changed constantly as I got older, but entrepreneurship was always the goal.
When I was 19/20 years old, I was originally interested in becoming a lash artist on the side. My older brother actually played a huge role in changing the trajectory of my life. He knew someone offering a permanent makeup training course and, in his mind, lashes and brows were basically in the same category so he reached out and asked if I wanted him to pay for the class.
At first, I told him no because it felt so far removed from what I thought was possible for me. I remember thinking, “How could someone like me be trusted to permanently tattoo people’s faces?” It felt intimidating and unrealistic.
The next day, I called him back and told him to sign me up and that decision completely changed my life.
I took my first permanent makeup course in October 2020, and after that first class, it was truly love at first sight. I became obsessed with learning the craft. Ironically, this happened during the height of the pandemic, which created a major obstacle early on. I was working as an essential worker at the time, and because social interaction was so limited, I spent every spare moment immersing myself in education.
I would go to work listening to permanent makeup podcasts and educational content, then come home and practice for hours on fake skin, fruit, and anything else I could tattoo on. For about nine months, I stayed committed to practicing before I ever took my first real clients.
Eventually, I began taking models, my confidence grew, and I realized this was something I could truly build a career around. I left my job, pursued permanent makeup full-time, found an amazing location to grow my business, and since then my career has continued to evolve.
Today, what started as permanent makeup has expanded into fine-line tattoos, piercings, education, and building a brand that reflects both artistry and entrepreneurship. I took a chance on something that scared me, and it completely changed my life. What once felt “too far from reality” became the career that gave me both creative freedom and the opportunity to build a legacy of my own.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Not at all it’s been anything but smooth.
Entrepreneurship comes with a lot of challenges that people don’t always see. Many of them are mental, but there are also very real external obstacles that can make building a business incredibly difficult.
I started my business during the height of COVID, which was an intimidating time to take such a big risk. Businesses that had been established for years were shutting down all around me, and I had no choice but to leave my job and dive headfirst into this career during a time when human contact was limited, people were spending less, and the beauty industry was becoming increasingly saturated.
On top of that, I don’t operate in the heart of a major city, so building visibility has required a lot more intentional effort. There were years where it felt like I was pouring everything into my business and wondering if anyone even noticed but those years were quietly building the foundation for where I am today.
I also work in a very creative and service driven industry, which can be mentally exhausting at times. As an artist, you’re constantly critiquing your own work and pushing yourself to improve. This isn’t an industry where you can afford to be average. There are countless talented people doing similar work in every city.
I’ve learned that being great at your craft is only one part of building a successful business. You also have to know how to market yourself, build trust, create meaningful client experiences, and allow your personality to set you apart. My clients are trusting me with permanent, intimate services, and that trust has to be earned.
It hasn’t been easy but every challenge has made me more adaptable, more disciplined, and more certain that I’m capable of building something that lasts.
As you know, we’re big fans of Shape and Shade Studio. For our readers who might not be as familiar what can you tell them about the brand?
I’m the founder of Shape & Shade Studio, where I specialize in permanent makeup brows, fine-line tattoos, and piercings.
Shape & Shade Studio is a reflection of who I’ve become as both an artist and entrepreneur. It’s creative, constantly evolving, and built with the intention of leaving a lasting impact. I’m proud that I’ve built a business that feels entirely my own—one that values artistry, precision, and human connection in an industry that can sometimes forget the importance of all three.
I’ve always been very Type A, and in this industry that has become one of my biggest strengths. Precision and thoughtfulness matters when you’re creating work that people will wear every single day, whether that’s permanent brows, a meaningful tattoo, or a piercing. Many of the services I offer are tied to deeply personal stories, memorial tattoos, confidence after hair loss, milestone piercings, and being trusted with those moments is something I’ll never take for granted.
What really sets my brand apart is the experience I’ve created for my clients. The beauty and tattoo industries can sometimes feel intimidating, rushed, or impersonal, especially for people trying something new for the first time. I wanted to challenge that experience completely.
I love that Shape & Shade Studio challenges what people expect from both the beauty and tattoo industries. It’s proof that these experiences can feel softer, more intentional, and still produce exceptional artistry. I want every client to feel taken care of from start to finish and to feel calm, informed, and comfortable throughout the process.
What’s next?
Right now, I’m really enjoying being fully immersed in my business and continuing to grow as an artist. I’ve built something that I’m incredibly proud of, and I still feel like I’m only scratching the surface of what Shape & Shade Studio can become.
In the immediate future, I want to continue refining my artistry and creating even more memorable experiences for my clients. I never want to become complacent creatively, so continued education and growth will always be a priority for me.
Beyond that, I’ve realized that a huge part of my purpose lies in teaching and mentorship. There’s something incredibly fulfilling about helping other people grow into their own potential, especially because I know firsthand how life changing it can be when someone opens a door for you.
Over the next few months and years, I’d love to pour more into education by hosting trainings, workshops, and seminars for aspiring artists and beauty professionals who are looking to grow in their craft and build sustainable businesses of their own.
I want my impact to extend beyond the clients I serve directly. If I can create opportunities, share knowledge, and help someone else build a life they once thought was out of reach just like I did then I’ll consider that one of my greatest accomplishments.
Pricing:
- Fine Line Tattoo pricing Varies
- Brows $399 to $499
- Piercings start at $65
Contact Info:
- Website: https://www.shapeshadestudio.com/
- Instagram: @theshapeandshade
- Facebook: https://www.facebook.com/share/18o5ZBy784/
- TikTok: @Jessicacrystaal
