From an early age, Roula Karam was fascinated with the world of fashion & beauty and the industry as a whole, she has always been amazed by the magic of permanent makeup.

Being trained in Europe, the fresh and flawless "no-makeup makeup" became her identity. She longs for the "I woke up like this" look and believes makeup should not change the woman's features but rather enhance its best elements. She also followed this motto in permanent makeup and made sure whether it was permanent eyebrows, eye shadow or lipstick, it should be undetectable. Always aiming for naturality and simplicity, and making the "no-makeup makeup" her career signature