Permanent SergienkoHow a PMU studio in Utrecht gets 30 new clients a month from Instagram
🇳🇱 Utrecht, Netherlands · Permanent makeup studio · a Garsally Agency client
Result:
- 30
- new clients every month
- 1 month
- waiting list for appointments
- 30.5K
- profile views in 30 days
- 0
- clients at the start
A permanent makeup artist relocated to Utrecht and started from zero. In a new market and language, Instagram became her main client source — 30 new clients a month and a one-month waiting list.
The challenge
A permanent makeup artist moved from Ukraine to Utrecht. New country, new language, no client base, no local reputation — and a service where trust decides everything: nobody lets a stranger near their face without proof.
The studio needed a predictable flow of local clients, not a pretty feed. Price competition with established Dutch studios was not an option; the account had to sell expertise and safety.
What we did
Positioning for a cold market. We defined who the studio is for (women 25–45 in Utrecht and the Randstad who want natural brows and lips) and built the bio, highlights and pinned posts around one message: natural result, healed-skin proof, medical-grade hygiene.
Trust content system. The core format is before/after and healed results — not just fresh work. Every post answers a real objection: “Will it look natural?”, “Does it hurt?”, “What if I don’t like it?”.
Local reach. Reels in Dutch and English, geotags, collaborations with Utrecht beauty and lifestyle accounts, and a simple booking path: profile → highlight “Prices & booking” → WhatsApp.
Paid promotion of the best content. Only the posts that already performed organically got budget, targeted to a 25-km radius. Budget and cost figures are confidential at the client’s request.
Weekly KPI reporting. We report on appointment requests and new clients, not on likes.
Results
Within the first months Instagram became the studio’s main source of clients. Today the studio takes around 30 new clients a month from Instagram and keeps a one-month waiting list. The profile gets about 30,500 views every 30 days from an audience that is almost entirely local.
The artist no longer spends time on promotion — she spends it on clients. Content production, community replies and ads are handled by our team.
“For a beauty business the account must do one job: make a stranger trust you before the first message. Everything else is decoration.”
