Licensed by the State of New York Education


The permanent makeup industry is ever-evolving. There's new technology, new trainings, new techniques and the omni-present pressure to stay ahead of the game at all times. Many will buckle, but the best, well the best will stay and build. They will build each other up, and they will build the field itself up. The goal is to elevate the industry as a whole while being at the forefront of its ascension by providing state of the art education. Four years in the making, Hale is now revealing her unprecedented, multi-faceted approach to raising the bar by bringing permanent makeup to the next level.

The CEO and founder

Sherry Hale, Master Trainer

Sherry is the CEO and founder of the SHALE Group.  With over 25 combined years in the beauty and Cosmetic Micropigmentation industry, Hale’s name has become synonymous with dedication, passion, and tenacity.

As Western New York’s preeminent Cosmetic Micropigmentation artist, Hale is often called upon to repair extensive damage done by underqualified and unsafe technicians, or to offer solutions for clients struggling with hair loss for medical reasons such as chemotherapy or alopecia.  Sherry’s commitment to helping others has garnered the attention of notable publications such as Good Housekeeping, Red Book, and Woman’s Day, who have heralded the work she has done at her clinic, Custom Beaute, a division of the SHALE enterprise.

Performing over 3500 eyebrow procedures, she takes great pride in her work helping others, and sees an average of 35 clients a week in addition to running her companies.

Sherry excels as a technician and a trainer/educator, honing skills gained  by studying with Masters of the craft around the world.  As a product of her commitment to excellence, Sherry has become a Master herself and enjoys passing these skills on to the next generation of Cosmetic Micropigmentation artists in her new role as a New York State licensed educator.


Learn more

Robert Corvino

Chief Operating Officer

Kris Lutz

Chief Financial Officer

Cortney Krueger

Director, Agent

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