Author: MOSHE ALUL, NPM int.
Issue: #4, 2015, pp. 74-81
world is the NPM slogan and primary objective, so when I decide to create a new product or develop a new technique, I always ask myself will this make a difference on the individual and on the PMU community. Because of my persistent desire and motivation;, today I feel the fruits of my achievements through the reaction of my customers all over the world.
I was born and raised in Israel and I come from a family who value hard work and determination. In 1998, I married my long time sweetheart Vered, now the mother of my three children.
I am the Founder and CEO of NPM International, in 2005 I established my company NPM International with my wife Vered, making the move from a career of 28 years in the tattooing business.
I am a strong believer in the Hair Follicle Simulation -HFS- and I am not only the CEO, but also a client. I had the HFS procedure done by a friend tattoo artist so that I can relate to clients on a personal level.
The Company is engaged in producing and developing a series of devices, accessories and technologies.
The ORON series (which is named after my oldest son), is designed for Permanent Make-up, micro-pigmentation and Para-medical treatments. I have travelled the world to share my method and knowledge that I have gained over the years with clients all around the world through conferences and seminars to professionals, who believe in my systems and I guarantee them that their procedures in permanent make- up, Hair Follicle Simulation and Para-medical treatments will be achievable at a very high level with a minimum of time and most importantly with a beautiful result.
I strongly believe and affirm that in order to succeed in our field and to present a high-level result, there are four parameters which I call MAPS:
• Mechanics of the instrument
• A Skilled artist
• Pigment of high level
• Structure of the needles
I have no doubts that by offering these recommendations to our customers, NPM and I will be able to pass on our Motto's to the world.
I promise to always be continuously updated of technological progress and follow my personal motto's and the company's (NPM International) "Make a difference in people's lives" and "For a better world".
Alex Markin: What are the most important things you need to pay attention to for the reconstruction of the areola?
Moshe Alul: It is very important that the Areola looks very natural. It is also imperative for it to look natural to choose the right colors, as we move forward in the steps it is also very important to create the areola at the exact same place as the original. We have to pay attention to the details of the design, the size and the circumference and keep the proportions between the design and size, so at the end of the treatment we will have a beautiful
and natural looking areola and nipple.
What are the most important things you need to pay attention to working with a roller?
I want to mention here to our readers that this technology is the most requested to be learned at our school and all over the world. Up to now the only method was to use a single needle. The time to create this simulation took hours if not days; it was hard on the customers, so the invention of the roller reduces time and pain as well as the cost.
The main thing about the roller is that it contains 56 needles and the result can be achieved very fast but the secret is not to get carried away and try to do the treatment fast. The secret is to work layer by layer. The scalp is divided into 3 parts; the frontal part called the forelock is the most delicate and important part of this treatment. It must be treated softly and with minimum pressure applied as well the technique applied by the roller will be different than the other parts of the scalp.
The second part of the scalp which is the mid scalp, we work on this area with our technique which is a straight forward movement holding the hand piece on an angle of 80 to 90 degrees. Then pass on the same area in a different direction so you will create full density of dots in the area.
The third part of the scalp which it is called the crown is the hardest part. Here the technician will need to stretch the skin and apply a stronger movement and pressure; the reason for this is that the crown part of the skin is thicker and oily.
Once you have covered the 3 parts you have obtained a beautiful hair follicle simulation, again I repeat the secret to a successful treatment is patience and to divide the scalp in 3 parts.
How did you come into the sphere of permanent make- up? What have you been doing before this moment?
When and why did you decide to found the company NPM?
Well let's just say that your 3 questions are connected to your answer. As I have mentioned above I come from a Tattooing background, I have been tattooing since the age of 16. Since I can remember I've had a passion for
art and drawing. So I decided to learn how to draw by myself, and by the time I reached the age of 16 and it was time to find a job, I decided to enter the world of tattooing. I invited a friend over and asked him if I could create a tattoo on his arm and to my surprise he said yes and there I am 20 years later in my studio working 12 hours a day, until one day my life took an unexpected turn again. I am sitting on my chair doing a tattoo, when a girl friend comes in the studio and starts to chat and tells me that she had her eye brows done by a PMU technician but was disappointed that it didn't last longer than a month.
Our conversation intrigued me, replacing make up by permanent make-up was exactly what I needed, a new challenge in my life after 20 years of doing the same thing, and I felt I was up for a new challenge. It didn't take long, I started to do some research, travelled the world to learn more and here I am again 10 years later owner of NPM International. Sometimes life guides us, I don't want to say that is was easy, I had my share of ups and downs before I could enjoy the success that we are having at NPM.
During the 28 years you've worked only as a tattoo artist? Or were you also the owner of a tattoo equipment store?
During my 28 years I was always the owner of my studios. My first studio was obviously a very small one, since I was only 16 at the time. Of all the studios that I have owned I never sold tattoo equipment since in my time laws regarding tattooing were pretty strict.
Well, tell me, what were the major ups and downs in your career as NPM owner? Tell specific moments please … My new venture at the time started on a piece of paper. As a tattoo artist, I tried to use my experience and knowledge about tattooing machines and worked on creating a PMU machine. Every night after finishing work in the studio, I would start to draw designs of a PMU machine. I must be honest that this was very difficult as I didn't know how a PMU machine should look like. Piles of paper were wasted on the first design.
Also, people were not helping, including friends and family as they were telling me to stay at what I know best, Tattooing. After months of drawing and making sure that I thought about all the parts to create this ultimate PMU
machine, the day had come.
My next step was to hire an engineering company to bring to life my month of hard work and sweat.
There again another barrier, to translate my thought of what I wanted to produce and what I drew to the engineer. Finally we understood each other and started production of the first prototype. After weeks passed by doing the testing, I got the bad news that my vision and my drawing didn't work, the machine was not functioning as planned,. I must say that the disappointment was huge and it was back to the drawing board but this time I was going to do it with an engineer next to me. You could imagine the investment of having someone next to you during the process. I realized that this was the time to invest seriously if I wanted to give birth to this new project.
Since I had a studio to run with lots of clients, it was late nights at the manufacturer’s trying to create my masterpiece. After realizing that we were failing too many times, we started to wonder why there were so many
failures. After doing serious investigation, we realized that the parts that I was buying were defective; it was my inexperience in the field of production that I didn't realize they took the new comer for a ride. Once I had solved this problem with my engineer it didn't take long for my first creation to hit the Israeli market.
After 7 years of selling the NPM brand to my local market, I got a phone call from a customer in Holland saying that she saw our machine and was interested in purchasing our products. You couldn't imagine the joy that filled my heart, my machine, my PMU device ORON 55 would travel over the Mediterranean sea. I didn't have time for my emotions to calm down before we got another call but this time from Belgium, then followed Spain and France.
After realizing the potential, I decided to invest all the money from sales into participating in beauty shows in Europe. My first beauty show was in France and then Germany but again failure as we didn't sell close to our expectations and thought that maybe these countries weren't ready for permanent make-up as we thought. I didn't despair or lose motivation, in fact, I decided to upgrade the existing product. After a couple of weeks, I got a phone call from Finland from a gentleman asking me if I remembered him, I laughed inside because he was my only sale in Germany. I told him of course and that I also remember his name, Harry. To my surprise, he wanted to order two more machines and wanted to know if I would be interested in giving a class on permanent make-up in Finland. We agreed upon a date and there I was in Finland teaching my techniques to people. At this moment I felt something was happening and my intuition wasn’t wrong. Harry told me that he had a contact in Russia who would be interested in meeting with me also, her name was Viktoria Tomashivskaya. I didn't hesitate; I told him that at the end of our class I would take the train with him to St-Petersburg to meet Viktoria. I must say that our meeting went very well as I just had signed my first two official distributors. On my way back home, sitting on the plane I thought to myself, so this is how it feels to be a business man!
Once back home I started to produce more machines and was looking ahead to the next show. Where would it be? Bologna, Italy would be my next stop and it was time to plan and build a beautiful booth.
“Bologna here we are!” I must say that we didn't expect the amount of people who attended the event. Our booth was invaded by hundreds of people asking about our products and techniques; it is at this time that I realized the world was ready for NPM and Moshe Alul.
I decided that I was going to involve my two new distributors in every decision I was going to make, so we can grow the NPM brand together. I took in all the critique they had as a way to better my company. I decided to create a line of needles based on my tattooing experience which I felt was needed because I believed there was a lack of knowledge when it came to using the right needle for the right part of the face. And as the years passed by I created a line of eye shadow pigments then by 2010, I brought another invention of mine to the market, the NPM roller and it's technique that I called HFS (Hair Follicle Simulation). Since then we took small parts of the market and today, I may say, our products are sold all over the world.
I must say that today, ten years later NPM is among the elite if not the elite in the industry with over 26 distributors all over the world. Through my ups and downs to build the NPM brand, my motto was my motivation, "to make a
difference in people’s lives"
How is your company planning to be different from the other companies in the permanent make-up market?
Our plan at NPM is to offer the best technologies to the industry, wheth- er it's with our machines, hand piece or cartridges. As for myself as a representative of NPM, I intend to offer new techniques and show that our industry is full of possibilities.
Where do you make machines, needles, and pigments? Who are your partners in the production?
All our machines and technology are created, designed and assembled in Israel, the land of High Tech under ISO 13485. Our pigments are also made here in Israel in our laboratory under strict supervision. The same goes for the needles which are designed and assembled in Israel.
What are the main difficulties in creating quality pmu machines, inks, needles and etc.
Here at NPM, there is no such thing as difficult. Our objective is to create good quality products by testing them many times before putting them out on the market. If I may say, the real difficulty is to keep the customer happy with the product.
What are the main know-how's of the company NPM?
If I may say, that would be my experience as a tattoo artist. After so many years of drawing on people, I believe that the theory of how to use the right needle is fundamental in this industry. Here is an example of the knowledge that I bring to the industry; up to a few years ago the choice of needles for permanent make-up were either a 1 point or a 3 point. This is wrong at the base as we need to choose a needle according to its design and thickness but not only according to its number of needles as our line would be too thick and to long and that is not professional. We choose a needle according to the effect that we want to give then we use this effect to create th that procedure. At Npm we offer this knowledge to our students and in all our master classes, as I feel the success of a beautiful job will start with the right choice of needles.
What are the aims and objectives you have for your company for the next 5 to 10 years?
The answer is simple, become the number one company and manufacturer in the world in the permanent make-up industry and that includes Para-medical and Hair Follicle Simulation.
I am sorry if it sounds arrogant but this is our dream at NPM. We intend to come out with machines that will revolutionize the industry within the next few years.
How do you see the development of the permanent make-up industry in the future?
I believe the industry is in full expansion and we are strongly confident that this expansion will grow strongly for the next five years. New techniques will be on the rise as the qualities of artists are growing and with the right equipment, we are convinced that the industry will grow exponentially.
Which countries have the most interesting and most promising permanent make-up market? Name the 5 countries where you see the best chance for development?
Well for me, and from my experience, the biggest countries that are dominating the industry now are Russia, England, Brazil, Germany and Italy.
The population seem more open to the PMU treatments, and also most of the known artists are from these countries so it helps in the promotion of permanent make-up. Regarding the countries that have potential growth, I will name the 5 countries that I think, in the next year or so, will have the recognition of the industry, and the growing artist will help these countries and they are: France, Mexico, Poland, USA and Ukraine.