How Permaesthetics Scaled a Living Room Dream into a Six-Figure Brand With Acuity Scheduling

From a massage table to Miami’s go-to PMU studio

When Paula Salamanca (better known as MP) founded Permaesthetics in 2018, she had one massage table in her living room and no formal background in beauty. What she did have: a gift for customer service, an eye for brows, and the drive to build something of her own in the industry.

“I decided it was time to stop working for other people’s dreams and start working on my own,” she says. After nearly a decade in private banking, MP took the leap and began building her beauty empire from the ground up. Today, Permaesthetics is a multi-six-figure studio and top-rated permanent makeup provider in Coral Gables, Florida, boasting 675 five-star Google reviews and over 5,000 client transformations.

MP and her husband Mike, who joined the business in 2022, now manage a team, offer advanced services, and run Permaesthetics® Academy, where they train hundreds of aspiring artists both online and in-person. Their mission? Help clients feel beautiful and confident, while showing fellow entrepreneurs what’s possible with the right mindset—and the right systems.

The need for a smarter booking solution

In 2020, Permaesthetics outgrew their original booking software and needed something more robust. With an expanding team, client base, and services from permanent makeup to lash lifts, tattoo removal, wax, and training classes, the need for a centralized system became urgent.

“The other platform we used didn’t offer multiple artist calendars or a deposit option,” MP explains. “We wanted to streamline everything into one scheduling system.”

After evaluating the options, Acuity stood out as the only platform that could do it all.

“Payment processing, appointments, services, reports, intake form questions, and more,” she says. “Other platforms had some of these but not all together like Acuity, making it the most complete system for us.”

A streamlined studio experience for artists and clients

Permaesthetics now uses Acuity to power every part of their appointment flow: online booking, intake forms, add-ons, payment processing, and even training registration.

“Acuity Scheduling made it much easier to manage our studio schedule and calendars, especially with multiple artists and rooms,” MP shares. “It helped us streamline our business model and add new services and trainings.”

The result? More autonomy for clients, and more time back for the team.

“Acuity helped to simplify the day to day of my business, which gives me more time to focus on growing my business,” MP says. “There is no better feeling than waking up to appointment confirmation emails and, even on our days off, seeing booked appointment messages come in. As a busy studio, we love that we can just direct clients to the scheduling page so we don’t have to manually book or reschedule appointments. This saves us so much time on a daily basis.”

Permaesthetics also takes full advantage of features like deposit requirements, booking policies, and scheduling limits to protect their time and revenue.

“Acuity gives us full control over our calendars and scheduling systems,” MP explains. “At the beginning of the year, we plan out our whole year of training dates and block off the days needed. We can open specific dates and set how many months in advance clients can book appointments.”

Branded, beautiful, and built for growth

The user-friendliness of Acuity is a standout for the Permaesthetics team, both on desktop and mobile.

“The flexibility between desktop and mobile app is amazing,” MP says. “A lot of times the two separate apps have different features and some only work on desktop or on mobile, but the integration is seamless with Acuity.”

Beyond scheduling, Acuity also helps with business operations behind the scenes, from billing to performance tracking.

“Being able to sell products and send invoices so easily is also one of my favorite tools,” MP adds. “I love how fast and easily we get our funds direct-deposited to our bank accounts, along with summaries of each work day so we can keep track of our numbers easily.”

With Acuity running in the background, the team can focus on delivering standout results instead of chasing bookings. “Acuity undoubtedly saves us so many hours on a daily basis, with clients being able to book and reschedule appointments without needing us to do anything,” she emphasizes.

And their clients? They’re consistently impressed.

“Our clients love the aesthetic and efficacy of the scheduling page—it’s very user-friendly and easy to navigate. We always get compliments on how easy it is to book an appointment with us. We love being able to match our scheduling site with our branding to make sure it all looks cohesive.”

Supporting a beauty business and a mission

As Permaesthetics continues to grow, Acuity remains a trusted part of the journey.

“Acuity is constantly updating and evolving, which is great,” MP says. “It’s important to stay ahead with updates and new features and most importantly receive feedback from those that use the platform every day. We had Acuity reach out to us to ask us for feedback on what features we loved and which ones they could improve and that meant so much to us. There is nothing like working with a company that listens to its users and wants to make its systems better.”

That reliability has made Acuity a go-to recommendation in her training courses.

“At Permaesthetics® Academy, I always recommend Acuity to all of my students. I tell them they are going to make their life so much easier as an entrepreneur,” she says. “Especially when they are starting their careers—going with a well-known, established company—they won’t have to worry about ever changing scheduling systems. Acuity is a game changer for all small businesses, no matter which industry you are in.”

And to small business owners still considering scheduling software, MP’s advice is the same:

“I don’t understand why anyone would be on the fence after seeing how complete Acuity is. From our experience, Acuity is a no-brainer! The ease of use of the platform and how it’s constantly changing and improving features make it future-proof and the most solid choice for a booking system.”

Ready to simplify your scheduling, wow your clients, and free up your time?

Start your free trial of Acuity today and make the switch that could change your business.