Get to Know Me...

I have been in the beauty industry for over 23 years. Though my love affair with beauty and color has been going on since early childhood. I currently own a studio (Laura McElroy Beauty) in the Historic East Bank area of downtown Sioux Falls, SD, where I do services in Scar Revision/Shrinking Stretch Marks, Cosmetic Tattooing (Permanent Makeup), Saline Removal of Unwanted Permanent Makeup, Lash & Brow Services, Waxing, and Traditional Makeup.

I decided to pursue the beauty industry full-time after receiving my BS degree from Iowa State University. While working for Estée Lauder and freelancing, I found my love for teaching people about makeup and skincare. I left Lauder to dive deeper into skincare, attended Aveda Fredric's Institute, and became an esthetician in early 2002.

I spent the next 10+ years working in the field, educating clients, and training makeup artists and estheticians in different techniques and services. I have been fortunate in working for industry giants, Estée Lauder and MAC Cosmetics, leading salon & day spas, and a plastic surgeon before heading out on my own completely in 2014.

My passion and purpose throughout my entire beauty career has been a combo of two things... helping people to feel beautiful and confident in their own skin and educating others with total transparency.

With my passion and purpose in mind, I knew I was not done. In 2017, I added another facet to my career, Permanent Makeup! 

I met Mary Hall Scott, owner of PMD Academy, in March of 2020. I helped to launch the online educational platform in permanent makeup and was offered the Director of Education position. Since launching in May of 2020, we also offer hands-on training to create pathways to those who want to build a sustainable career in permanent makeup!

In 2021, I began my Paramedical Tattooing Training and am now offering Scar Revision on hyperpigmented scars (including flat age spots, sun spots, and Melasma) and diminishing stretch marks.

I am a forever student. I love to learn and will continue to grow and evolve in this amazing industry!

In my free time, I like to drink coffee, watch the sunrise, read books (especially mystery/thrillers and self/business development), meditate, do yoga, and spend time with my fur baby kitties, friends, and family. I have also been known to binge Netflix/Hulu.