Once gracing the body of rough-and-tuff bikers and sailors, tattoos have now moved into the realm of cosmetics.
Mothers, aunts and grannies these days are increasingly getting attracted towards the art, and opting for tattooed brows, eyes and lips.
Unlike regular body art tattoos, the cosmetics are using a subtle colour palette and aims to naturally enhance assets.
"We call it permanent make-up because you don't apply it every day. But it's not permanent as such, it's semi-permanent," the Daily Telegraph quoted cosmetic tattooist Michele Curran as saying.
"It's almost like taking 10 years off," he added.
The procedure also has therapeutic side. Scar camouflage or areola reconstruction after breast surgery, or creating the look of hair is common among cancer patients and alopecia patients.
Cosmetic tattooist Val Glover-Hovan said that cosmetic tattooing gives women the freedom to look the best.
"It just gives them much more self-confidence," she added.
However, cosmetic tattooing can have a negative impact when it comes to body image.
Dr Meredith Jones, a University of Technology Cultural Studies lecturer, said that like Botox or cosmetic surgery, permanent make-up is another by-product of our obsession with makeover culture.
"We are actually living in a culture where the more purchased your body is, the more valuable your body is," she said.
These procedures gives rise to unrealistic expectations and damage body image rather than improving it.
"Once people have their eyebrows done or their eyelids done they don't usually sit back and say, ''I'm OK now, now I''m perfect''. They go on to the next thing," she said.
Glover-Hovan insists that her patients are always carefully consulted to ensure all parties are happy with the results.