FIGHTING TO FREE PMU
Welcome to VIVRA, a community-driven movement dedicated to advocating for policy changes to preserve the open and equitable nature of the beauty industry. We believe that beauty should be accessible to everyone, and we are actively working to reverse the constraints imposed by the trademarking of the term "PMU" (Permanent Makeup) and to protect the industry from unfair practices that could hinder its growth and creativity.
Why we are fighting.
Fighting the "PMU" trademark is crucial to keep our industry open and equitable, ensuring all artists can operate freely without facing legal risks or financial burdens. It's about preserving our collective voice and ensuring the term reverts back to if free a shared resource for all, not controlled by one entity.
01.
Restrictions on Language and Marketing:
Limited Use: Because "PMU" is trademarked, businesses may be restricted from using this term in their marketing materials, websites, and social media. Since "PMU" is a commonly used term, this could lead to confusion and difficulty in advertising services effectively.
Rebranding Costs: Businesses might need to rebrand or rename their services to avoid using the trademarked term, leading to significant costs related to changing marketing materials, signage, digital presence, and search engine optimization.
02.
Legal and Financial Ramifications:
Legal Actions: Businesses inadvertently using the term "PMU" in their marketing, services, or product descriptions could face legal actions, including cease and desist letters or lawsuits, from the trademark holder.
Licensing Fees: The trademark owner might offer licensing agreements allowing businesses to use "PMU" in exchange for a fee. This would create an additional financial burden on businesses, especially smaller operations.
03.
Barrier to Entry and Competition:
Increased Costs for New Entrants: New businesses entering the permanent makeup industry might find higher costs of entry due to the necessity of avoiding the trademarked term or paying for its use. This could limit competition and innovation within the industry.
​Market Monopolization: The entity holding the trademark could leverage their control over "PMU" to gain an unfair advantage, potentially monopolizing certain aspects of the market or influencing pricing and availability of services.
04.
Impact on Industry Standardization:
Confusion Among Consumers: The widespread understanding and use of "PMU" as a standard term for permanent makeup could lead to confusion among consumers if businesses are forced to use alternative terminology.
Disruption of Industry Communication: The uniformity and ease of communication within the industry, as well as with customers, could be disrupted. Trade publications, educational materials, and professional certifications might also need to adjust, leading to a fragmentation of industry standards.
About VIVRA
At VIVRA, we are committed to ensuring that the beauty industry remains a space of innovation and inclusivity. We offer a wide range of services to support our mission, including advocacy and awareness efforts, legal support and protection, community engagement and mobilization, collaboration with regulatory bodies, educational resources, business support services, and awareness and public relations initiatives.
The #FreePMU Campaign
We have several upcoming campaigns that aim to gather 50,000 signatures and raise $100,000 to hire legal support, spread awareness, and offer assistance to those in need. Our initiatives include signature drives, public forums and webinars, constructive dialogue with regulatory bodies, networking opportunities, and media campaigns. Join us in our mission to preserve the open and equitable nature of the beauty industry.
