“The minute the needle touched my skin, I knew I wanted to become a tattoo artist” - Sheena

Ghanaian beauty entrepreneur Sheena, CEO of Beauty Plus Studio, has shared her journey from corporate employment to becoming a full-time beautician and tattoo artist. Speaking on STYLE with Aimee Cherry, Sheena opened up about building her business, navigating stereotypes around tattoos and creating a safe space for clients interested in body art and beauty services.

Located in Kwabenya, Beauty Plus Studio offers services including lashes, nails, piercings and tattoos. According to Sheena, the business officially started in 2023 after she quit her role as an operations manager to pursue entrepreneurship.

“I wanted to start my own business and do something for myself,” she explained.

She revealed that Beauty Plus Studio initially started with lash extensions after she underwent professional training in lashes and brows. While working from home, she gradually expanded her skill set by learning nails, piercings and eventually tattoo artistry.

“While I was home, I realised I had time on my hands, so I decided to acquire more skills,” she said.

Although some of her skills were self-taught, Sheena emphasised the importance of certification and professional training in the beauty industry, especially when dealing with procedures involving skin and body modifications.

“You’re dealing with people’s skin, so certifications and proper training are very important,” she stressed.

Like many entrepreneurs, Sheena admitted that the beginning stages of the business were difficult. She described the early period as financially challenging and emotionally draining, revealing that there was a point she almost gave up entirely.

“It started very slowly. There was a time I almost quit because it was really rough,” she shared.

However, through persistence, social media marketing, influencer collaborations, flyers, referrals and word-of-mouth promotion, Beauty Plus Studio gradually gained visibility and loyal customers.

A major focus of the conversation centred on tattoos and the misconceptions surrounding them in Ghanaian society. According to Sheena, tattoos are often misunderstood due to cultural and religious stereotypes.

“Tattoos are art. They are a form of self-expression,” she explained.

She believes attitudes toward tattoos are slowly changing as more people become exposed to global beauty and lifestyle trends.

As a female tattoo artist, Sheena revealed that many women prefer coming to her because they feel safer and more comfortable discussing personal placements and tattoo ideas with another woman.

She also disclosed that part of her role involves guiding clients through consultations to ensure they fully understand the permanence and emotional implications of certain tattoos, particularly relationship tattoos.

“My least favourite tattoos are lovers’ names,” she admitted.

According to her, many women sometimes feel pressured by partners into getting matching tattoos or names inked onto their bodies. She explained that she often carefully observes body language and conversations before proceeding with such requests.

“If I feel like it’s not genuinely your decision, I will do everything possible to stop it from happening,” she said.

Sheena also spoke candidly about the challenges she faces as a woman in the tattoo industry, revealing that she has experienced sexual harassment and inappropriate behaviour from some male clients.

“Some people sexualize the process or assume that because I’m a tattoo artist, boundaries don’t exist,” she disclosed.

Despite these experiences, she says professionalism and firm boundaries have helped her maintain control of her workspace and create a respectful environment for clients.

When discussing pricing, Sheena explained that tattoos can range from GH¢200 for small designs to as much as GH¢10,000 for larger, more detailed artwork.

“Tattoos are expensive because you’re paying for skill, technique, equipment and permanent art on your skin,” she explained.

She also advised anyone considering a tattoo to properly research their artist, arrive hydrated and well-fed and carefully think through their design choices before getting inked.

Interestingly, Sheena revealed that her own love for tattoo artistry began the moment she received her very first tattoo.

“The minute the needle touched my skin, I knew I wanted to become a tattoo artist,” she said.

Today, with over 20 tattoos on her own body, some of which she tattooed herself, Sheena continues to grow Beauty Plus Studio while encouraging people to see tattoos not as rebellion, but as art and personal expression.