The procedure is a cosmetic technique that employs tattoos (permanent pigmentation of the dermis) as a means of producing designs that resemble make-up. The treatment gives the impression of light make-up at all times.

Experts say that the treatment does not last forever; the results are visible for four to five years, after which the colour starts fading gradually. Skin care expert and MD of Eleganza Rejuvenation Clinic Dr Seema Malik says, "People mostly come here for lip colouring, artificial eyebrows and lip reshaping. The permanent pigment is embedded into the skin to highlight lip-lining and eye-lining. Treatment cost Rs 3,000 to 30,000. We also address skin problems like leucoderma, in which we colour the white patches on the skin."

The result appears sharp just after the application of permanent make-up but becomes natural after a few days or weeks depending on one’s skin and healing power. Generally, the healing time is just one or two days.

Cosmetic surgeon Dr Anup Dhir of Apollo hospital gets three to four enquiries per week. But he says that he would not really advise just about everyone to go for permanent make-up because it is difficult and costly to remove. "Laser treatment, which removes this make-up, is costlier than the make-up itself," he adds.

But people who opt for the permanent make-up procedure generally like what they get.

Founder and director VLCC Vandana Luthra says the technique can mimic eyeliner, eyebrow pencil, lip liner and lipstick. Permanent make-up is ideal for women who cannot afford the time to apply make-up throughout the day. At the end of the day, the make-up looks as though it was just freshened. One can select from a wide variety of shades or a new shade can be created.