The Evolution of Beauty: Past & Present

    Karly Rose, Klassy Permanent Cosmetics Owner, discussing the world of beauty (KLEW)

    LEWISTON, ID-The beauty industry is a multi-billion-dollar industry and it's here to stay.

    For professionals in that field, not only is the demand for beauty changing, but the technology and techniques have grown with it too.

    From the beginning of time, we've been a people somewhat obsessed with beauty standards and trends-dating back to the Elizabethan Era.

    "Women would pluck their eyebrows down to a very thin-thin brow. They would tweeze their hairline all the way back," Diane Benefield, Face & Body Aesthetics Esthetician, said.

    Beauty standards drive us to look for the next best thing-keeping professionals in that field, on their toes.

    "In this type of business, I feel like you have to push yourself, otherwise you'll be behind the times, because they're pushing forward no matter what," Benefield said.

    Benefield works out of Moxie Salon, a full-service salon in Downtown Lewiston.

    "Growing up, my mom was a cosmetologist so she practiced on my sister and I," Benefield recalled.

    People go to her for skin care needs like facials, hair removal, and other bodily skin treatments.

    Her newest tool she’s most excited about is the Thermoclear machine which allows her to treat skin irregularities like skin tags.

    "The technology is about 100 years old," Benefield said.

    There's never been a better time to be a beauty entrepreneur. Forbes estimates beauty is, a $445 billion sales/ year industry.

    Because it’s not just hair nails and skin anymore...

    "It’s all about the brows. You could go back through the decades and see the different shapes and sizes,” Karly Rose, The Art of Permanent Cosmetics Academy Owner, said.

    Rose has been in permanent cosmetics for more than a decade and a cosmetician for roughly to 30 years.

    From microblading to teaching the trade, all the way to beauty pageants, she's done it all.

    "Microblading has become an entry level position when it's really an advanced skill," Rose said.

    It'll blow your mind how quickly you can be certified to tattoo in Idaho and Washington.

    “It's the wild west still. In Idaho, there are no laws at all," Rose said. "Anyone can do permanent cosmetics or body tattooing with no training at all. Same in Washington," she said.

    That's why she's helping create legislation that protects customers.

    "We want to require 100 hours and we also want to require 5 years of experience as an artist in Washington approved by the director to teach another person," Rose said.

    When it comes to enhancements how far is too far?

    "There've been some terrible stories about injecting industrial-grade silicone because people are desperate for looking, you know, more enhanced," Dr. Steven Ozeran, Plastic and Reconstructive Surgeon, said.

    Sometimes it can be addicting.

    That's why Dr. Ozeran said it's important to find a credible surgeon who's looking out for your best interest.

    But it's not just enhancements, Dr. Ozeran and Rose restore hope in cancer patients who've undergone mastectomies.

    Ozeran reconstructs the breast implants while Rose tattoos the nipple.

    “When you see how people respond to surgery or how they respond to treatment, often times they're so happy and they have so much confidence," Dr. Ozeran said.

    True beauty comes down to how everyone individually defines it.

    For Benefield,

    “Beauty comes from the inside, but sometimes you're feeling beautiful inside and sometimes you want to give yourself a little pick-up."

    For others beauty is about finding happiness in oneself.

    “Stop worrying about what everybody else thinks of you and just focus on yourself and what makes you happy,” Taelor Zeimantz, Lewiston Resident, said.

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