Ioana Vărzaru PMU Academy

Ioana Vărzaru PMU Academy

Ioana Vărzaru is a permanent make-up artist, international trainer and championship judge based in Brussels, with two signature techniques of her own: Royal Powder Brows™ and Belinii Lips™. Her training business had outgrown a brochure site. She needed a platform that sells courses at premium prices and that her team can run day to day without a developer.

What We Built

• Next.js + Payload CMS: A headless setup where courses, events, journal posts, FAQs and pages are all structured content in Payload, edited from one admin panel and rendered by a fast Next.js frontend.

• French and English, managed in the CMS: Localized content and routes for both languages, so every course and article is maintained side by side rather than as two separate sites.

• Courses and events catalogue: Training paths from beginner foundations to championship preparation, each with format, level, price range and availability, plus a separate events and workshops calendar for guest trainings.

• Cart and enrolment: A cart and checkout flow for training enrolments, so students can reserve a place straight from the course page.

• A path finder that qualifies visitors: A short three-step quiz that routes beginners, working artists and aspiring champions to the training that fits them, instead of leaving them to scan a long course list.

• Proof built into the page: Before and healed comparison sliders for both signature techniques, a four-stage teaching method, and an editorial journal on pricing, plateaus and choosing a masterclass, which also feeds organic search.

• Editorial design to match the price point: Serif display typography, warm neutrals and portrait-led art direction that positions the brand as premium education, not a beauty salon.