The SofTap Legacy
SofTap did not begin with a business plan.
It began with a simple goal: to help people feel like themselves again through permanent makeup that looked soft, natural, and real.
What started as one person helping her clients soon became something bigger. Not because of marketing, but because the results spoke for themselves.
In the early days, there was no company, no SofTap yet, only clients to care for.
Our founder, Alexis, approached PMU with a fresh perspective; thoughtfully, gently, with close attention to how color healed, how skin responded, and how the results looked over time.
Clients shared their experiences and their loved ones noticed something incredible: permanent makeup that didn't look harsh, heavy, or artificial.
Word spread.
First with clients, then among artists, that there was a different way to do permanent cosmetics.
"Permanent makeup products we would use on ourselves, our moms, our sisters, and friends"
Innovation
As more artists asked how these results were achieved, the focus shifted naturally from doing the work to teaching the approach.
The hand method wasn’t created to be different for the sake of difference. It emerged because it allowed for control, subtlety, and connection with the skin — qualities that mattered deeply when working on the face.
Needles and pigments were developed out of necessity — to support artists in delivering the same level of care to their own clients.
Each step in our history has been guided by our desire to help not just artists, but people of all walks of life.
Growth Through Trust
Over time, SofTap expanded through trust rather than promotion.
Artists shared what they were learning. Clients shared their results. The philosophy remained consistent: permanent makeup should enhance, not overpower; support confidence, not announce itself.
As the community grew, so did the responsibility to preserve what made the work meaningful in the first place.
The Next Generation
Today, SofTap continues as a family-run company, guided by the same values it was built on — care, intention, and long-term thinking.
While tools, pigments, and education have evolved, the purpose remains unchanged: supporting artists so they can give their clients permanent makeup that feels considered, gentle, and true to them.
The legacy isn’t about the brand.
It’s about the emotion that has been carried forward, and why it still matters.
Looking To The Future
Permanent makeup isn’t temporary in the way trends are. The choices made during a procedure live on the skin long after the appointment ends.
SofTap continues to support artists through education and technique rooted in experience and results, with the belief that thoughtful work, done with care, always stands the test of time.
What began as helping one person feel more confident in themselves continues today — passed from hand to hand, artist to artist, client to client.
