( ENSPIRE Features ) Temporary Tattoos Are A Growing Business Worldwide, Allowing Small Businesses to Find Success
ENSPIRE Contributor: Mel Jones
For many growing up in Gen Z, temporary tattoos were a staple of our childhoods. The sadness we felt when they washed away after a few days was short-lived, quickly replaced by the excitement of getting a new design. Growing up, I attended an elementary school with uniforms and a strict dress code. With few ways to show our styles, my classmates and I had to find creative ways to express ourselves. One item stood out among the beaded bracelets, Silly Bandz, and hair clips: temporary tattoos. We traded these colorful appliques at recess and adorned our arms with them, a sanctioned act of rebellion.
Now, Y2K trends have brought back this fun form of expression. Gen Z and millennials no longer view temporary tattoos as childish fads—they are becoming popular with an older audience. Brands like Inkbox allow users to choose from thousands of tattoo designs and even customize their body art. In the post-pandemic era, these companies have gained massive popularity, with Inkbox achieving $27 million in sales during 2021 alone.
However, the revival of the temporary tattoo has also opened up avenues for independent artists to find success. Electra Lee, a jagua artist from Singapore and founder of the company Inkrange, spoke with us about her experience as a temporary tattoo designer.
“I’ve loved art since I was little,” Electra said. “But because of the minimal opportunities [in Singapore], I decided not to pursue it as a career. Fast forward, I grew up and found a love for body art, makeup, and anything related to beauty and enhancing yourself.”
Because tattoos are a taboo subject in many Asian communities, Electra looked for a temporary option that would allow her to express her art in the same way, which led her to Jagua. She started her business three years ago as a side job to get through university, and it gained success, turning into a full-time career.
For Electra, the non-permanent nature of her art is a huge advantage. She specializes in fine-line jagua art, a semi-permanent tattoo form that uses navy blue ink from the jagua fruit. Although it varies depending on skin type, jagua tattoos normally last approximately two weeks, giving customers plenty of opportunities to try new styles.
“Trends change up fast these days, from coquette and back to Y2K. We never really know what’s next,” she said. “The beauty of it being temporary is what catches clients’ attention. Commitment is never an issue, and they can get a new tattoo every month if they’d like.”
The appeal of jagua, henna, and other plant-based temporary tattoo forms lies in their impermanence. Temporary tattoos are more customizable and affordable than traditional ones, offering flexibility to anyone interested in trying out body art. They’re low-commitment, perfect for the skeptical buyer who wants to test out a tattoo before deciding on a permanent option. Most importantly, temporary tattoos can be just as fun and casual as childhood ones or as meaningful as traditional ones.
Brands like Inkrange take the tattoos we exchanged on the playground to a new, more personal level. Electra loves to create custom designs, especially for her clients’ pets, because of the personal stories behind them. She also creates her designs of characters from Sanrio and SpongeBob, adding her flair to classic childhood cartoons. Her requests relate to Y2K designs like coquette ribbons, bows, stars, and detailed line art.
The lasting nostalgia for playful themes in these tattoos is clear, and the growing popularity of this art form highlights Gen Z’s fondness for childhood. Temporary tattoos might still have some skeptics, but jagua and other temporary tattoo forms are shifting the perceptions surrounding this art form and have made it appealing to people of all ages.
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