INKED by Dani, the temporary tattoo brand founded by artist Dani Egna, celebrates 10 years in business with the launch of its breakthrough Semi-Permanent Tattoo Collection.
The new semi-permanent collection, retailing at $24.99, represents four years of research and development. The new formula sees extended wear of up to 2-4 weeks, all completed with the same easy application and an ultra-realistic look and feel — addressing consumer demand for longer-lasting ink options without the big commitment of permanent tattoos.
What started in 2015 as Egna’s passion project in her college dorm has withstood the test of time and progressed into an established business stocked by major retailers like Ulta, Nordstrom and Bloomingdale’s. With the new innovation, INKED by Dani is set to broaden its reach and commercial viability by offering fans with an elevated, sustainability-focused alternative to the permanent option.
“This launch is incredibly meaningful for INKED by Dani — not only does it mark a decade of creativity and innovation, but it also introduces our biggest breakthrough yet,” says Egna, who was enlisted as the Forbes 30 Under 30 in 2020. “We wanted to give our community an even more authentic, long-lasting way to express themselves.”
Staying close to her passion and fine-art background, all INKED by Dani designs are one-of-a-kind pieces of art, hand-drawn in NYC by Egna with inspirations coming from all aspects of life and style.
“We’ve created more than just a temporary tattoo — INKED is wearable art, with designs you’d actually want to get tatted for real,” explains Egna, noting each design starts with a pencil sketch to give it a fully unique and authentic feel.
The brand’s anniversary celebration at Untitled at Three Freeman Alley exemplified the brand’s blend of artistry and commercial savvy. Attendees were offered an opportunity to enjoy the triple tattoo activation featuring real tattoos from fine-line artist Saint, alongside stations showcasing both traditional temporary and new semi-permanent options.
INKED by Dani’s staying power might have surprised those who were skeptical at the start of its journey, factoring into consideration the brand’s niche sector. But similar aesthetic-focused startups like Glossier and Tattly show that business in beauty and body art categories can achieve longevity with unwavering focus on meaningful community building, consistent design aesthetics as well as product innovation.
The brand’s evolution mirrors changing consumer relationships with tattoos. While permanent tattoo culture has mainstreamed significantly over the past decade, many still seek design-centric alternatives that don’t require commitment. INKED by Dani’s distinctive, trend-defying and versatile designs featuring delicate lines amassed a loyal fan base over the years and successfully differentiates the brand from other temporary tattoo makers.
From selling in sorority houses to collaborating with big names in luxury fashion like Hermès and Coach, INKED by Dani’s 10th anniversary marks just the beginning of what Egna has in mind. As the semi-permanent beauty segment continues expanding, with similar concepts emerging in hair color, nail art, and makeup, INKED by Dani shows how zeroing in on one thing — and doing it well — can build a solid business when paired with continuous innovation and authentic artistic vision.