Why permanent makeup?

Permanent makeup is a helpful option for a variety of people whether they are looking for an enhancement and don’t have time to do makeup every morning or for those who have suffered from hair loss. It is also a great alternative for anyone looking to simplify their beauty routine, whether that’s getting out of bed and spending less time in front of the mirror, going to the gym, in a profession that dictates being in front of the camera or on stage frequently, or even going swimming without having to worry about their makeup coming off. Permanent makeup is also a great option for people who have loss of vision or loss of motor skills due to aging or medical conditions.

What should I expect prior to my procedure? What should I do before hand to prepare?

Before the procedure, we send our clients pre and post care instructions along with information on what to expect. Some of our recommendations include:

  • No facials for two weeks before or after

  • No blood thinners the night before or day of

  • No caffeine, alcohol or pre-workouts the night before or day of

  • No brow waxing two weeks before

Can you explain more about the consultation process and what goes into this?

When a client comes in for either a consult or initial appointment, our technicians discuss the client’s goals including what they want to achieve. We are happy for our clients to bring in photos, social media or any other inspirations to help further guide our technicians.

Each Artist lets the client know exactly what to expect and lets them know different possible outcomes depending on their skin types and desired look. Our consultations are listening sessions where the technician listens to each of their client’s wants and needs to administer the best look to enable them to feel completely satisfied and live their most beautiful life.

What should I expect after my procedure? What is my after care protocol?

After the procedure, the area of service will appear brighter or darker than what it is intended to look like. Some swelling may occur and some redness may show depending on each client, however, this will reduce in a few hours. Brows are to be left alone for 48 hours and we require our clients to apply grape seed oil for 10 minutes, twice a day for two weeks. Lips are to be kept moist with Aquaphor throughout the day for two weeks as needed. Eyes are left alone for two weeks. Each area should be kept free of any moisture, makeup, direct sun exposure, and friction for two weeks. Color following the initial application will fade and show more of the true color after the healing period.

Does it hurt?

Everybody is different when it comes to sensitivity. We do our very best to make sure you are comfortable from start to finish. We ask you to arrive 30 minutes prior to your appointment time to start numbing. You will be numbed with our top of the line numbing cream which will ease about 20% of the discomfort. Once your technician starts the actual procedure, she will numb you again to make sure sensitivity is reduced as much as possible. A lot of clients describe the experience similar to intensified tweezing or threading, while some fall asleep during the procedure.

How long is the healing process?

For the first 2 weeks, we ask to be extremely careful with the area; meaning no makeup, sun exposure, moisture or friction of any kind. You will experience some scabbing a few days after the procedure. Once the scabbing has finished, you may apply any makeup to the area and wash your face normally. 21 days after the procedure, we require you to come back for a perfecting visit (touch up) to complete the process. Understand this is a multi session process so a perfecting visit is crucial.

How long does it last?

Permanent makeup will last anywhere from 1-3 years. However, skin type, lifestyle and maintenance all take in part of the duration. We recommend our clients to come back yearly for a color boost to freshen up the area and the color and keep it looking good as new.

How do I know if permanent makeup is for me?

Most people are tired of constantly filling in your brows, putting on eyeliner or lipstick and are looking for a more permanent solution. If this describes you, then this is for you. Also, if you have suffered from some sort of hair loss or are looking for a more natural look without putting in so much effort, you are a good candidate for permanent makeup. Permanent makeup is also great for people who are active, always on the go, busy moms, people in the entertainment industry who need to look good at any given time, or women who simply want to spend less time in front of the mirror.

Is permanent makeup expensive?

Sheila Bella believes that people are looking for the highest possible quality of work. As stated, remember that this is your face and there is no room for compromise. Only the highest quality of work should suffice. When it comes to your face, accept nothing less than a first class result with no one else but a master practitioner. Remember this is your face, you want perfect permanent makeup.

What safety practices do you utilize?

Every technician is certified by Blood Borne Pathogens and we use 100% disposable tools. This certification is renewed every year. For our flagship product (brows), we use a “Harmony Needle” that is 100% disposable from top to bottom. Each needle is properly disposed in a sharps container, never to be reused. For more information on our safety principles, visit our "Safety Key" page. 

Why Sheila Bella?

We want our clients to know and feel they are in the best hands. Beyond providing a vast variety of before and after photos and videos so our clients have an idea of what their permanent makeup will look like, we are completely honest and upfront with our clients about what to expect and how our procedures are done. With a highly skilled team of 14 technicians, we ensure the highest level of service, skill and quality control in all that we do. Our company is not only built on our skill sets, but integrity as well.

Call us to book a complimentary consultation TODAY!


Pretty soon your friends who work in cubicles will 
be asking if you're hiring.
That's exactly what happened to me and now it's your turn.

Build the life you want & 
get excited about designing that! 


About me

This is my story.

I came to this country at 8 years old and watched as my parents took our family from 10 people in a 2 bedroom apartment in a bad part of LA to a comfortable middle class lifestyle in the Valley. They did it all through strategy and grit. 
Business is in my blood. It was only a matter of time before I started my own company- Platinum Vocals Inc. a children's performing arts school that created young aspiring artists with no experience to Broadway, Disney Channel, America's Got Talent and American Idol stardom. Despite the success of this business in 2009 some major life changes occurred when I decided to get out of a bad relationship that crippled my self esteem. I divorced my first husband and needed to reinvent myself. I tried new things to get myself out of my comfort zone. I started modeling, acting, freelance makeup artistry, musical theater and my last job was waiting tables in a school girl outfit at Dillon's Irish Pub serving avocado fries. A year later fate brought me to Will,  the love of my life and after we got engaged I was ready for stability. My dreams changed. Avocado fries although delicious wasn't exactly my idea of a dream job. If I wanted kids, a house, a beach wedding and the whole enchilada I needed to get a better job, that made a lot of money, with benefits, that allowed me to make my own schedule, where all my best friends worked too so that it would be fun! 
But where in the world could I find that job? 
I wasn't qualified to apply for anything I came across and nothing met my description. So I decided this time I would become a permanent makeup brow artist. Why? Coz schooling was only 5 days and I really thought that it was something I could make "cool". I've always had a knack for makeup, so I can totally learn to tattoo it on people right!?
I became one of the first microbladers in Los Angeles. After gradutating the course it was now time to hustle to build my brand. You know how they say "Dress for the job you want not for the job you have."? That's exactly what I had to do. 
I had ZERO clients. Nobody knew my name. I remember getting dressed to the nines as if my calendar was full. My face beat was serious. I marched up and down Ventura Blvd. passing out my brochures at hair salons and medi-spas asking owners if I could leave my brochures in their waiting areas. Walking into places cold was pride swallowing. It was hard, I got turned down a lot! But I saw it as a numbers game. For every 9 people that turned me down one would agree to work with me. I was a shameless self promoter. My friends all thought I was crazy. A bunch of them said "Tattooing makeup is old fashioned. I can't imagine this ever panning out She."
But I kept going. There were a lot of ups and downs and I made a lot of mistakes before I started to figure out what worked. I didn't have a mentor but I really wish I did! I promoted everywhere I could. When the phone started ringing for appointments I pretended to be my own receptionist and answered in the most professional voice I could muster. This gave me the freedom to sell my own services as a witness and therefore gave me more credibility. I also didn't have money for a web designer, so I spent 3 weeks locked in my apartment learning coding from youtube and building my website. There wasn't a Chamber of Commerce breakfast meeting I didn't do a trial at and when people asked me to showcase my product I spoke with the confidence of a seasoned pro. Why? Because I had to. To me  failure just wasn't an option. After doing this imperfectly and repetitively I started getting more clients. My portfolio was getting larger and finally people started to believe in me and my art. Pretty soon I hired my first employee, then my second, then my third and so on. My friends who didn't believe in me all of a sudden we're asking if I was hiring! Yes that actually happened!
Fast forward 11,000 clients later, 25+ employees and hitting 7 figures in revenue year after year here I am. 
I transformed my beauty addiction into a real career helping people. 
I meet so many young professionals with the same dreams I used to have and I want to show them how it's possible! How they can be worthy of the same success in the beauty industry I have achieved and beyond. 
"Pretty Rich" is what I have created to meet the needs of creative beauty artists who want guidance in the area of business and marketing. 
You don't need to wait for someone to offer you your dream job, 
you can create it! 
And I can show you how.


What Our Students Have to Say

After graduating from Cosmetology School I was lost! After connecting with Sheila Bella I had a clear step by step clear action plan on how to attain clients and start my business. I am now an established hair stylist making a 6 figure salary on my way to 7. I have so much gratitude for Sheila & her Pretty Rich team for mentoring me to success!

amanda K.
riverside, CA

They don't teach you marketing & business savvy in beauty school. How would I have ever known this without Sheila! I feel so smart for making the decision to invest in myself and take her Pretty Rich course! Thank you thank you thank you Sheila! You are such an inspiration!

kelly h.
las Vegas, NV

I am booked months out thanks to all of Sheila's mentoring and business brains. Taking her course gave me a leg up amongst my classmates. It is everything else you need to know beyond the technique of doing hair and makeup!

lana l.
los Angeles, CA

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Sheila Bella Corporation reserves the right to refuse service or training at our discretion.