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Ephemeral tattoos are leaving an unwanted not-so-temporary mark

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Some customers of the made-to-fade tattoos find that their ink is not so ephemeral.

Tattoos are more popular now than ever, owing both to more social acceptance (even in some professional circles) and an increasing rise among millennials. Expected to generate $1.4 billion in 2022, tattoo artistry is booming. Ephemeral tattoos, which opened its first location in Brooklyn last year, set out to reinvent the notion of temporary tattoos. Its mission statement: “Real tattoos. Made-to-fade in about 9-15 months.” The startup raised $26.8M in funding, led by Anthos Capital, and has tattooed about 10,000 people since launching. But it is now coming under fire for leaving a mark not nearly as “ephemeral” as promised.

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