The first documented permanent makeup treatment was done by the famous U.K. tattoo artist Sutherland MacDonald in 1902 at his parlor, #76 Jermyn Str., London, billed as an "all-year-round delicate pink complexion" on the cheeks. In 1920s this "London fad" crossed the Atlantic, and the "electrically tattooing, a permanent complexion or blush on the face" became popular in the USA. The tattooist George Burchett, a major developer of the technique when it became fashionable in the 1930s, described in his memoirs how beauty salons tattooed many women without their knowledge, offering it as a "complexion treatment ... of injecting vegetable dyes under the top layer of the skin.
Sutherland Macdonald (1860–1942) was a prominent Englishtattoo artist in the late 19th century and early 20th century, and the first tattooist in Britain with an identifiable premises open to the public. Operating in a salon in London's Jermyn Street, he is listed in the 1894 London Post Office Directory. He is considered the first person to offer a professional tattoo service in London, although the practice was already popular in Japan and the Middle East prior to that time. He was said to have tattooed kings and princes, including George V when he was Duke of York.
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