The art of tattooing may have evolved significantly over the years, but the desire to remove these permanent marks is also on the rise. Despite advancements in tattoo removal technology, experts warn that the process remains complex and time-consuming. Claire Coulstock, a lecturer in dermal science at Victoria University, notes that while technology has become more sophisticated, “there are still limitations. Especially with certain skin types that are more naturally pigmented.”
These limitations are compounded by factors such as the tattoo’s age, color, and line thickness, which can all affect the removal process. It can take anywhere from three to 20 sessions over several years for a tattoo to fade completely. This reality is echoed by Kelly Swift, owner of Swift Tattoo Removal in Melbourne, who has observed a growing trend in tattoo removal paralleling the increasing ubiquity of tattoos themselves.
Changing Motivations for Tattoo Removal
In 2023, statistics revealed that 30 percent of Australians had tattoos, up from 20 percent in 2018. Of these, about one in four expressed regret, with nearly half opting for removal or camouflage. Swift points out that motivations for removal have shifted over time. “It’s not so much the ex’s name any more. People just want a new style,” she says, emphasizing that aesthetic preferences are now a primary driver.
Jess Buxton, owner of Buxton Tattoo Removal in Sydney, agrees that evolving trends are key drivers of business. “In the ’90s, heavy tribal tattoos were on trend. A lot of people are removing those now,” she explains. Her clinic, like Swift’s, often helps clients fade tattoos to be covered over, reflecting a broader cultural shift in tattoo preferences.
The Tattoo Removal Process: Time-Intensive and Expensive
Despite the growing demand, the tattoo removal process remains both time-intensive and costly. Jason Erwin, Australian director of operations for the global tattoo removal chain Removery, describes the procedure’s rising popularity as part of a broader trend in cosmetic treatments. “It’s normalising it as part of any beauty treatment,” he says, noting that the industry has seen a 35 percent growth in treatments over the past year.
“It’s not a quick, easy fix,” Erwin cautions, addressing common misconceptions about the speed of the process.
Life-Changing Opportunities Through Removal
For some, tattoo removal offers more than just a change in aesthetic. In 2019, Amanda McKinnon founded Fresh Start, a program providing free tattoo removal to those unable to afford it. The program targets individuals like survivors of domestic violence or those recently released from incarceration, offering them a chance for a fresh start.
“I had a number of clients who disclosed fairly traumatic circumstances around why they got the tattoo, but it was just unachievable for them to access tattoo removal because of the pricing,” McKinnon shares. Her initiative, one of the first of its kind in Australia, has expanded nationwide through partnerships with studios in major cities.
Regulatory Challenges in the Industry
The tattoo removal industry in Australia faces a lack of national regulation, with requirements varying by state. In Queensland, Western Australia, and Tasmania, operators need a license and must meet specific training standards. However, in states like Victoria and New South Wales, only a laser certificate is required, which can be obtained online in just a few days.
Kelly Swift advises potential clients to be cautious, recommending clinics that use medical-grade machines and provide clear “before and after” photos. “Anyone can buy a machine online and start messing people up,” she warns, highlighting the importance of choosing reputable practitioners.
As tattoo removal continues to grow in popularity, the industry faces both opportunities and challenges. While technological advances offer new possibilities, the process remains complex and costly. For many, however, the chance to erase past mistakes or start anew is worth the investment.
