+31 (0)640446517 kim@kimloystudios.com

Permanent Make Up

True artists in permanent make up (PMU)

Do you need permanent makeup? At Kim Loy’s (PMU) Studios We Specialise In Permanent Make Up For Eyebrows, specifically Kim Loy’s Signature Hyperrealism Brow technique.  The only studio in Amsterdam offering this advanced Permanent Make Up technique.

(Formerly Microblading Amsterdam)

 

What Our Clients Say About Us…

EXCELLENT
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Based on 135 reviews
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Jiazi Bao profile picture
Jiazi Bao
3 September 2026
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Really happy with the result, looks real and I don't need makeup anymore.
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Maren Brombeiss profile picture
Maren Brombeiss
28 July 2026
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Kim is great! After doing microblading with her many years ago, I was very called to try the hyperrealism brow technique. I had to go through laser so it was quite a process but the result is great. Kim is very detailed and pays a lot of attention to detail. I would recommend her for sure.
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Anna Kamkouti
26 July 2026
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She is just the best of the best 💕
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Madalina Chesca profile picture
Madalina Chesca
5 July 2026
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Amazing experience! > I got the hyperrealism brows done by Kim yesterday, and it was a 5-star service from start to finish. Kim was super nice and deeply meticulous with her work. I am so happy with the result because my brows look completely real! Highly recommend her services!
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Faran T profile picture
Faran T
12 June 2026
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I had hyperrealism brows with Kim. She is absolutely a master and I am very happy with the result.

Who is permanent make up (PMU) for?

Permanent makeup can be used by both men and women, and is often applied to areas such as eyebrows, eyes and lips. It gives you a natural look that lasts for years and helps you save time on your daily makeup routine. Whether you want to add definition to your facial features, or simply simplify your beauty routine, permanent makeup is an ideal solution for many.

Why Permanent Make Up?

Our Permanent Makeup Studio in Amsterdam
At our studio, we specialize in one thing only—Hyperrealism Brows—a highly advanced form of permanent makeup designed to enhance your natural brows with lifelike, hair-stroke precision.

This cosmetic tattooing technique uses micro-pigmentation to subtly fill in sparse areas, balance asymmetry, or just enhance your natural brows, creating a result that looks incredibly realistic—like your own brow hair, only better.

While many turn to permanent makeup for convenience, the true impact is deeper. Imagine waking up every day with natural-looking, well-shaped brows—no pencils, no powders, no fuss. Just effortless confidence, day after day.

Our Amsterdam-based studio is known for its clean, calm atmosphere and hyper-detailed approach. If you’re ready to enhance your brows in a way that still feels like you, we’d love to welcome you.

permanent make up

Meet The Artist

Kim loy permanent make up specialist in amstelveen

Meet Kim

Founder of Kim Loy Studios and The Netherlands first Hyperrealism brow specialist, known for her realism brow work.

Our PMU Certifications

The permanent make up professionals in the Netherlands | Our experienced Permanent make up artists will help you achieve your desired look, restore your confidence, and save you time with our selection of permanent make up solutions. We work according to maximum safety regulations and have all the top licenses and certifications possible for PMU.

* GGD Licence holder for Semi-permanent makeup
* Certified GOLD Microblading Artist with Beauty Angels Academy
Microblading course accredited by the Association of Beauty Therapists UK
Completed Tattoo Infection Control Level 2 (VTQ) Training
Master Trainer with Beauty Angels Academy
Hyper Realism Masterclass with ID Liner
W-Brow with Nataliya Yeremenko Academy
Masters Hands with Nataliya Yeremenko Academy
Tattoo Removal with Girlz Ink Training
Powder Brows with Beauty Angels Academy

FAQ’s

How long does permanent make up last?

The average lifespan of permanent make up can vary depending on the type and skin type used, but usually lasts 1-3 years.

The lifespan of permanent make up can be affected by several factors, including:
1) Skin type – Oily skin tends to absorb pigment more slowly than dry skin, which can cause pigment to fade more quickly.
2) Sun/UV exposure – Prolonged sun exposure without SPF protection can cause pigment to fade faster in some cases
3) Product quality – Certain brands use less resistant pigments or formulas that do not adhere as well; these need to be touched up more often for optimal results
4) Application Process – An experienced and certified technician will apply the pigments so that they will last longer, while people who go with inexperienced technicians may not get such longevity out of their permanent makeup.
5) Aftercare Routine – Proper aftercare and avoiding violently scrubbing your face, picking at your skin and overexposure to the sun are all important components to avoid unnecessary fading when it comes to permanent makeup services.

With proper care, the results last significantly longer than regular makeup because it is formulated in your own natural shade, so there is no smudging or bleeding because it is waterproof, whereas regular cosmetics have an expiration date and come off easily with sweat or contact with water. This makes it an ideal choice for busy women looking for a long-lasting yet low-maintenance beauty routine and who want effortless glamour without having to worry about constantly reapplying a layer throughout the day!

Can permanent make up fail?

Yes, it can fail! Improper techniques by an inexperienced technician can lead to unevenly applied pigment, color stains on the skin and other visible flaws. If permanent makeup is not applied properly, it often looks fake and unnatural and is difficult or even impossible to reverse. To avoid these types of results, it is best to seek experienced technicians who understand how pigmentation works with your specific skin tone.

Another problem with permanent make up is that the effects don’t last forever; over time, the ink fades because our bodies shed dead skin cells every month. The degree of fading also depends on exactly where your permanent make up was applied: areas that have been exposed to sunlight more often fade faster than others, because ultraviolet radiation breaks down the pigments over time. In addition, aging affects everyone differently; as we age, our faces can change naturally, so previously perfect-looking eyebrows or lip lines become less attractive when still present because their shape no longer matches their new surroundings (e.g., frown lines deepening).

What is the difference between permanent make up and tattooing?

Permanent make up and tattooing both involve the use of needles to inject pigment into the skin, but there are some key differences between the two:

  1. Purpose: The primary purpose of permanent makeup is to enhance natural features, such as eyebrows, eyeliner, and lip color, whereas tattooing is primarily used for decorative or symbolic purposes.
  2. Technique: The technique used for permanent makeup is more delicate and precise than that used for tattooing. The needles used for permanent makeup are typically finer and the pigment is injected into the upper layer of the skin, whereas tattooing involves deeper penetration of the skin.
  3. Pigment: The pigment used for permanent makeup is formulated differently than that used for tattooing. Permanent makeup pigments are designed to fade over time, whereas tattoo pigments are designed to last indefinitely and may contain a mix of organic and inorganic ingredients.
  4. Location: Permanent makeup is typically applied to areas of the face, whereas tattoos can be applied to any part of the body.

Overall, while both permanent makeup and tattooing involve the injection of pigment into the skin, they serve different purposes and use different techniques and materials. It’s important to choose a skilled and experienced artist who specializes in the type of service you’re seeking.

What to do when eyebrows become thinner or irregular in shape?

Thinning or irregular eyebrows can be a sign of aging, but can also be caused by various medical conditions. Fortunately, there are ways to combat this problem. Permanent makeup is an option that helps restore the natural shape and pigmentation of the eyebrows. In this form of cosmetic tattooing, a specialized device is used to implant pigment into the layer of skin. The results are semi-permanent and last for several years before needing to be updated. Another option is microblading, which does not come recommended, where small needles are used to insert natural-looking hairs into the eyebrows. Both procedures offer a more permanent solution than traditional cosmetics and provide fuller, thicker-looking eyebrows that last longer.

What are the disadvantages of permanent makeup?

Permanent make up can be a great way to enhance the appearance of your face and body with minimal effort, but it is important to remember that there are drawbacks to applying permanent makeup.

One of the main disadvantages of permanent make up is that the procedure can be uncomfortable and not suitable for every skin type. This is especially true with Microblading! Although some people claim that it is painless, most people find that they have to use numbing creams or agents to make the process more comfortable. 

Moreover, there is also a risk of discoloration if it is not done properly. That is why it is really important to have it done by a specialist like Kim or Monique. If not applied properly, it can also lead to an uneven appearance or even infections. Finally, permanent makeup, although it sounds like an easy fix, can still require regular touch-ups to maintain the desired look. So multiple treatments may be required.

In our studio, however, we are more often told that it stays on longer than expected!

How long does permanent make up take to apply?

The process only takes a couple hours! It’s cosmetic tattooing without the drawbacks of a real tattoo. Depending on the specific type of permanent makeup you choose (such as eyebrow shading or lip tinting), and the level of customization desired, you can usually expect to spend up to 2-3 hours at your appointment. However, the first appointment is far from the end – usually, after you’ve had permanent makeup applied, you’ll need regular touch-ups to keep your look long-lasting.

Kim Loy Studios

We provide premium cosmetic tattoo treatments which deliver long lasting natural looking results. The satisfaction of our customers is our number one priority and we aim to deliver this satisfaction with integrity.

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Kim Loy Studios

The Colour, Keizersgracht 500, 1017 EH Amsterdam

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