An ID Liner Success Story: Interview with Industry Leader Hana Kelly

As the New Year gets underway, many of us are thinking about our resolutions and goals - and some individuals will have their sights set on a new career and opportunities in the ever-evolving beauty industry. Whether you're considering a career in Permanent Makeup, or looking to elevate your skills, there's no better inspiration than a great success story.

We're thrilled to share this exclusive interview with Hana Kelly @hanakellydelineate - Founder of Delineate Cosmetics, Master Permanent Makeup Artist, Judge, Speaker and Trainer.

Hana is one of our original Pro Team Artists and our partnership with her has spanned many years! Fun fact - Hana actually started her PMU career at our training academy and since then, thanks to her raw talent and undeniable work ethic, has become a leader in the ever-evolving landscape of the Permanent Makeup world. 

Her dedication to her craft has taken her career from strength to strength, and she is now one of the most sought after Artists in the UK. Her story is a testament to what's possible with hard work and a clear vision.

Join us as we delve into Hana's inspiring journey, uncover her tips for success and find out more about her new training course for 2025 held exclusively at the ID Liner Training Academy!

What made you want to become a PMU Artist?

"My first experience with Permanent Makeup was when I had my brows cosmetically tattooed. At the time, no one I knew had Permanent Makeup, so my knowledge on the process was pretty minimal, but I knew I wanted it. My own eyebrows were over-tweezed and were not growing the way in which I was hoping they would.

Tracie Giles was the only person I wanted to do my eyebrows and my experience was incredible. The results regarding how they looked and the difference it made to my life was a ‘eureka moment ’- If I could give this experience to another person and make a decent wage - life would be good!

In all honesty though, I had an incredible career as the International Glambassador for Rodial Skincare which took me around the world doing some very fabulous things - I couldn’t walk away from this role. I also had no idea how I could become a Permanent Makeup Artist, the industry was tiny back then compared to how it is now!

So time went by…I met my dream man and within a few months of dating, fell pregnant with my daughter, CeCe and had to consider my career. I had been in the beauty industry for 20 years and had no interest in leaving, but my job at the time as By Terry National Retail Manager had me working very long hours all over the UK and Paris, there was no way I could be as present as I would like to be as a parent.

I needed a career that was flexible, paid well and was of course, of interest! Permanent Makeup ticked all of those boxes!"

Where did you train? And what did you train in?

"Indelibleliner, now known as ID Liner. I chose the fundamentals course and went full on! Hairstroke Brows, Powder Brows, Gloss & Go Lip Blush, Eye Liner, Lash Enhancement and Microblading. All over a 3 week period!

I hadn’t considered the case studies, I had a lot of work to do in a short period of time - but I did it! And I am so happy I did."

Why did you choose ID Liner for your training?

"I did look at a few academy’s, but what swayed me to ID Liner was that the reputation of the company was fantastic and I also already knew Tracie and Charlotte, the founders - It just felt right."

What's your favourite treatment you offer and why?

"Brows are definitely my favourite, in particular, Hairstroke/Combination Brows. But to be specific, my signature technique Bespoke Blended Brows. It is a combination of Hyperrealism Hairstrokes and strategic soft-mist shading to create a super-natural result. They can be slim and subtle or big and bold; they are completely bespoke. It is my most requested service at Delineate Cosmetics."

What’s the most rewarding thing about being a PMU Artist?

"When you know you’ve changed someone’s life for the better. That is a very special something to be able to do. Not that I want to see a client cry, but when they are so happy with what they see, I cry with them. I know I’m doing something right.

I also love when other artists say I inspire them. It warms my heart. I put everything into my work and always try to better myself, so to hear that from others that truly understand what I am doing is very important to me and rewarding."

How has your career evolved over the years?

"I’m a hard worker and very competitive with myself. If I have an interest in something, I am somewhat obsessive and want to know everything. This has helped me to grow pretty quickly in the industry.

Over the years, I have developed my skills by taking part in many masterclasses. This is vital if you want to be successful in this business. The industry is always evolving, very quickly in fact. You’ve got to be on-trend regarding your service offering!"

What’s been your biggest professional achievement to date?

 I couldn’t say just one: 

  • Being chosen to be a part of the Tracie Giles, Knightsbridge team. To work there, you need to be very competent as an artist but also be able to work very hard. To be recognised as someone that could fulfil the role of a technician at Tracie Giles was huge!

  • Becoming a Director technician at Tracie Giles

  • Creating my Blended Brows Masterclass at ID Liner

  • Being a speaker at the ID Liner Speed Dating Event

  • Being selected as a judge for WULOP 2024

What advice would you give to somebody wanting to become a Permanent Makeup Artist or just starting out in the industry?

"Take your time. Be patient. Don’t give up. And PRACTICE, PRACTICE, PRACTICE.

Do not compare yourself to people who have been in the industry for years. It is your experience which will make you. Still to this day, after 7 years, I still start my day with latex mat practice."

Why should artists keep learning by attending masterclasses & seminars?

"Not only will you learn new skills which are vital to stay on-trend and become a better artist, you will have the chance to network. Building a community, which can be a support to you is just as important. Unless you’ve chosen to work at a clinic with other artists, being a Permanent Makeup artist can lonely at times. I am fortunate that I have a studio in a clinic with a team of girls I love and also worked at Tracie Giles with some wonderful and phenomenal people. I have a beautiful community."

What can you tell us about your Bespoke Blended Brows Masterclass?

"The two day masterclass will teach you how to offer the most sought after brow technique as well as how to execute great healed results.

You will learn a variety of patterns and ways to troubleshoot challenging skins, because we can all learn how to create exceptional results on perfect skin, but how about skins that have signs of inflammation? I will teach you how to adapt your newly learnt skills for all clients.

On day 2, you will have the chance to work on live models with my support to get you started the right way! It is an advanced class, but the protocols have been made for even those with minimal experience.

Here’s a little more information on the brow style: 

The Bespoke Blended Brow technique incorporates the latest Permanent Makeup techniques from around the globe, adapted to suit a diverse client base. My Bespoke Brow Style delivers realistic results using a combination of methods to create the ultimate brow.

More and more clients want brows that are incredibly realistic and the 'Hyperrealism Brow' has become very popular. This technique is designed to create the illusion of brows that have never been groomed with individual hairstrokes that mimic natural hairs. I combine this with a bespoke shading technique to ensure a natural blend. Creating realistic, combination brows is not easy and the complexity of the technique means that many artists have not been able to introduce this style into their treatment menu - until now!

I have personally found that some clients find the Hyperrealism Brows beautiful but a little too un-done for them. The Bespoke Blended Brow style incorporates many techniques used to create realistic brows, but with an easy adaptable approach"

What are the goals of this Masterclass?

"To help other artists develop their skills, but also ‘light their fire’. I want everyone to feel motivated and re-energised. If they are excited to take their new skills back to their clinic, then I will be a happy woman."

>>> Find out more about the Bespoke Blended Brows Masterclass here!

Interested in learning with Hana Kelly at our award-winning Permanent Makeup Training Academy? Click here to get in touch with our Training Team today!