I have been in the beauty industry for over 24 years. Though my love affair with beauty and color has been going on since early childhood. I currently own a studio (Laura McElroy Beauty) in the Historic East Bank area of downtown Sioux Falls, SD, where I do services in Scar Revision/Shrinking Stretch Marks, Restorative Areola Tattooing, Cosmetic Tattooing (Permanent Makeup), Saline Removal of Unwanted Permanent Makeup, Lash & Brow Services, Waxing, and Traditional Makeup.

I decided to pursue the beauty industry full-time after receiving my BS degree from Iowa State University. While working for Estée Lauder and freelancing, I found my love for teaching people about makeup and skincare. I left Lauder to dive deeper into skincare, attended Aveda Fredric's Institute, and became an esthetician in early 2002.

I spent the next 10+ years working in the field, educating clients, and training makeup artists and estheticians in different techniques and services. I have been fortunate in working for industry giants, Estée Lauder and MAC Cosmetics, leading salon & day spas, and a plastic surgeon before heading out on my own completely in 2014.

My passion and purpose throughout my entire beauty career has been a combo of two things... helping people to feel beautiful and confident in their own skin and educating others with total transparency.

With my passion and purpose in mind, I knew I was not done. In 2017, I added another facet to my career, Permanent Makeup! 

I met Mary Hall Scott, owner of PMD Academy, in March of 2020. I helped to launch the online educational platform in permanent makeup and was offered the Director of Education position. Since launching in May of 2020, we have officially evolved into PMU Collaborative, aka "The Collab." The Collab is a 3 month program on permanent makeup fundamentals. We also offer the option of hands-on training for basic and advanced treatments after each 3 month session. Along with the training, we build community, promoting collaboration over competition!  

In 2021, I began my Paramedical Tattooing Training and am now offering Scar Revision on hyperpigmented scars (including flat age spots, sun spots, and Melasma) and diminishing stretch marks. In March 2023, my dream of taking 3D Hyper Realistic Areola Tattooing training has been realized and I am so thankful I am now offering this service to those who need it!

I am a forever student. I love to learn and will continue to grow and evolve in this amazing industry!

In my free time, I like to drink coffee, watch the sunrise, read books (especially mystery/thrillers and self/business development), meditate, do hot yoga, go to cycling classes, and spend time with my fur baby kitties, friends, and family. I have also been known to binge Netflix/Hulu.