Features Inc is a boutique brows and beauty studio in Bethlehem, Tauranga, specialising in cosmetic tattooing of the eyebrows, eyeliner and lip border. Run by Amelia, a beauty therapist who was drawn to the detailed work of permanent and semi-permanent makeup after seeing the positive changes in her clients, the studio helps people restore over-plucked, faded, uneven, fair or thinned brows — or out-do nature entirely and create the look they have always wanted.
Amelia is internationally trained in microblading, eyeliner and lip tattooing, with over a decade in the beauty industry and a keen eye for symmetry and aesthetics. She attends regular workshops and conferences to stay current, bringing the latest techniques to the Bay of Plenty. Her menu covers microblading (feather touch), powder brow and combination brows, nano and classic eyeliner, lip blush and tint, colour refreshes and saline tattoo removal. Tattooing is planned as an initial procedure plus a touch-up four to six weeks later, with numbing cream applied for comfort.
The studio is more than just brow: bespoke brow tinting and shaping, lash tints, the Yumi lash lift and tint, waxing from lip to Brazilian, spray tanning using premium, vegan, animal-friendly Black Magic Tan products, and teeth whitening are all available. Cosmetic tattooing can be genuinely life-changing for people with unsteady hands, eyesight issues or alopecia, and for those undergoing chemotherapy, eliminating the daily grind of makeup application.
Bookings can be made by phone on 0210 230 4118 or online. Amelia works closely with each client to achieve the results they want, aiming for every visitor to feel welcomed and cared for.
Features Inc is a boutique brows and beauty studio in Bethlehem, Tauranga, built around the fine, detailed art of cosmetic tattooing. The studio's whole premise is simple: brows frame the face, and when they fade, thin out or lose their shape, the whole look changes — gradually, and often without you noticing until an old photo says otherwise. Features Inc exists to restore what nature gave you or, as the studio puts it, to out-do nature entirely and create the brows you have always wanted.
Lead technician Amelia came to cosmetic tattooing by way of beauty therapy. Watching the positive results and changes in clients who had the procedure convinced her to specialise in the field, and she has spent over a decade in the beauty industry honing her craft. She is internationally trained in microblading, eyeliner and lip tattooing, with extensive knowledge of permanent and semi-permanent eyebrow techniques and a keen eye for symmetry and aesthetics. Regular workshops and conferences keep her methods current, which she believes brings the very best and latest techniques to the Bay of Plenty.
Microblading — sometimes called feather touch — is the studio's flagship brow service. Hair-fine strokes are drawn into the brow to restore faint, partial or missing eyebrows, with results that usually last around 12 months depending on individual skin and lifestyle. The initial procedure takes about two hours, followed by a one-hour touch-up four to six weeks later.
Powder brow is the softer sibling: a semi-permanent tattoo that gives the appearance of a gently powdery shade, perfect for anyone who already wears brow pencil or powder. It can be as bold or as whisper-soft and natural as you like, with a custom pigment blend matched to your skin type and natural hair colour. Powder brow is done over two sessions four to six weeks apart, with numbing cream applied beforehand, and typically lasts 12 to 18 months. Combination brows pair the two techniques, and annual or 12-18 month colour refreshes keep healed work looking its best.
Beyond brows, the studio offers eyeliner tattooing in two styles: nano liner, a very fine line along the lash line that makes the base of the lashes look fuller and the eye pop, and a classic custom-drawn eyeliner that tapers delicately to the inner eye. Lip blush and lip tint redefine the lip border with natural colour, and saline tattoo removal is available for lightening unwanted work, with multiple sessions possible.
The name on the door may be brows, but the treatment menu runs wider. Bespoke brow treatments include tinting and shaping, and the eyes get their own line-up of lash tints and the Yumi lash lift and tint. Waxing covers everything from lip and chin to full leg and Brazilian, and spray tanning is a genuine point of pride — the team is passionate not just about good spray tans but the best, using premium certified, natural-based Black Magic Tan products that are vegan and animal friendly. Teeth whitening rounds out the menu.
Cosmetic tattooing can be genuinely life-changing. Clients with unsteady hands, eyesight issues or alopecia love the results, as do those undergoing chemotherapy and anyone who wants to skip the daily grind of filling in their brows. The studio also notes that cosmetic tattooing can even out scarring and restore natural colour to the areola after breast reconstruction.
Appointments can be made by phone on 0210 230 4118 or through the online booking system linked from the studio's website. Expect a collaborative approach: Amelia works closely with each client to achieve the results they want, and tattooing is always planned as an initial procedure plus a touch-up a few weeks later. Spray tan clients get their own preparation checklist — exfoliate the day before, skip deodorant and moisturiser on the day, and time any waxing or shaving carefully — plus aftercare advice for keeping the tan even. However you arrive, the aim is the same: to feel welcomed and cared for on every visit.