Anita Smith, Founder

Anita Smith has been in the beauty industry for over 30 years. After training in several techniques in the art of permanent makeup, Anita created her own gentle hand-method application that results in a painless and perfect look for her clients. Her technique is so renowned that hundreds of students have come to learn from her, including her daughter Britney who has joined her mother at Permanent Effects

The gentle hand method of permanent makeup combines a highly controlled technique with sterile, single-use needles specially designed for Anita and Britney. The needles, designed by Anita, ensure maximum color hold and comfort for each client. The long lasting results are natural looking and come without the pain associated with the standard method of permanent makeup.

Since becoming a licensed cosmetologist in 1983, Anita has made it her mission to bring the best of the beauty business to her clientele; she has worked with plastic surgeons in the Valley for more than 17 years and has developed her own anti-aging skincare product called ProPeel Renew, as well as other image-enhancing products. With Permanent Effects, she is able to share her skills and truly enrich the permanent cosmetics industry.

Britney Lane, Technician

Britney was trained by Anita in the hand-method permanent makeup. She joined her mother’s practice where the two work side by side. Under Anita’s guidance, Britney has not only mastered her mother’s famous technique, but also the skills of shaping and color, giving clients the flawless and beautiful results that they have come to expect from Anita’s business. Britney also specializes in scalp micropigmentation.