Michal Cohen on Content Creation

Permanent makeup artists are undoubtedly creative, but even the most creative of us run short on ideas sometimes. With social media becoming a must, we are talking with Michal Cohen about content creation and structuring the day. Read on to find how Michal manages an essential part of building your brand as an artist. 

Tell us about yourself! Your background, history & the nitty gritty of all things you!

I was raised in Miami, FL. My parents are both artists: my mom is a ceramicist and my dad worked as a medical physician, but did art on his own. My sister is an artist and she can do any type of art. My brother, who had Asperger’s, does incredible sculpting. They are creative visually, so I grew up knowing I have some art in me somewhere. When I was 16,  I was on a dance team. I started doing makeup for my friends on the team, and I got really into it. Ever since then, I’ve always dabbled in makeup. 

How did you first get into the beauty industry? The PMU Industry?

I got my degree in video production and worked in cosmetics behind the scenes in packaging. I started freelancing as a makeup artist 10 years ago. When my daughter, who’s now five, was about two years old, I saw what was going on with social media and I thought I needed to diversify. I met my friend Niki Metz, who’s also a makeup artist for 20 years and has done microblading. I apprenticed with her for a year, and that was my gateway drug to all the other parts of the permanent makeup industry.

What makes you feel the most beautiful?

I think beauty is truly a state of mind. It’s how you’re feeling about life in general or your understanding of yourself. Because if you don’t have a good understanding of who you are as a person, you could be the most beautiful woman in the world and not know it. So I think having your sense of self is the most beautiful thing.

Let’s chat content! What content has been most valuable for your business?

People have a lot of questions. They want to see you and whoever’s behind the business, like what the team is doing. And we are perfectionists. If you look at our feed, we care a lot about the content we push out and that it’s cohesive. You don’t have to edit everything to make it absolutely perfect, because that’s just not real life. It’s okay to have imperfections; that makes people feel it’s more relatable.

What does your process look like for content creation?

Sometimes it comes up organically, like what content I can talk about to a potential client, what’s something that they might want to see versus the “let me show you the perfect brow.” You have to hook someone real quick, be fast, and tell them what they need to know immediately versus trying to string them along. I don’t believe in doing things for people; I believe in teaching them the skills to do it themselves. 

Follow Michal @michalmakeup on instagram!