AURI REYNOSO, a hairstylist in Englewood, N.J., says she wanted to roll out of bed “looking beautiful.” So three years ago, she asked Melany Whitney, a certified permanent-cosmetics professional based in New York, New Jersey and Florida, to tattoo eyeliner and defined brows onto her face.

Though the procedure was “a little uncomfortable,” said Ms. Reynoso, now 39, she was delighted with the results. “Everything for beauty,” she said. “It’s amazing how you can wake up looking absolutely fabulous and get ready in five minutes. I just apply blush, lip gloss and mascara and I’m done.”