SofTap® began in 1988, when Alexis Lawson began experimenting with pens and tools in the hopes of doing more beautiful permanent makeup. Alexis fashioned an autoclavable pen prototype for eyebrow procedures and began to use it as a practice tool at her school in San Leandro, California.

This tool gave such beautiful results on practice materials that clients began to insist on the hand method being used for their touch ups! Colleagues became so impressed that they began taking classes in the SofTap® method.

After the patenting process, Alexis and Mike introduced their products to the American permanent makeup industry with phenomenal success, and quickly became an international sensation.

With a lot of hard work and a shared passion for helping others succeed, Alexis and Mike Lawson developed SofTap® into the extraordinary permanent cosmetic company that it is today.