ENOUGH OF COPY-PASTE FACES.
We exist to restore beauty to its most personal form - results that look and feel like you, not a version of someone else. In a city where clinics often chase the same aesthetic ideal, urGlow stands apart: we design for your face, your heritage, your features.
Not the template.
Founded by Paloma Sernaiotto in 2019, urGlow began as a bridge, connecting the precision of Korean beauty to a world that had never experienced it quite like this.
We were the first Brazilian startup accepted into the Invest Seoul incubator, built on the belief that great beauty should not be confined by geography.
In 2022, we opened our studio in Nonhyeon, Gangnam — and shifted from exporting beauty to creating it. Today, clients travel from Brazil, France, Sweden, Germany, South Africa, the United States, Canada, Australia, Italy, and beyond to sit in our treatment bed. Not for a trend. For something that lasts.
At urGlow, we hold ourselves to a standard that goes far beyond results.
Here is what sets us apart.
Timeless Results.
No trends.
urGlow was built from the beginning with international clients in mind. We do not apply a formula. We study your bone structure, skin tone, and features to craft enhancements that are unmistakably, beautifully yours.
Global mind. Locally Based.
Our studio in Gangnam has welcomed 90+ clients from over a dozen countries. We speak your language — literally and aesthetically. We make the experience seamless from the first message. and entirely your own.
urGlow Signature Treatment
Every service we offer carries our full attention. Our Signature Treatments in semi-permanent makeup and skincare are designed to work with your natural features, not over them — delivering results that look intentional, not done.
our mission
At urGlow, we believe the most sophisticated beauty decision you can make is the one that asks for nothing extra. We are here to rediscover what is already yours — and make it endure.
We are committed to mastering our craft with the rigor that Seoul demands and the warmth that our clients travel across the world to find.
Every treatment we offer is tailored to the individual sitting in front of us, guided by the conviction that beauty should never require permission, never follow a trend, and never fade into someone else's face.
Our work extends beyond technical precision — it is an act of care, of listening, of understanding the unique story each face carries.
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READY to BEGIN?
I’m Paloma Sernaiotto. Speaker · Strategist · Founder & Educator at urGlow
Beauty decisions are identity decisions.
And the professionals who understand this build practices — and lives — that last.
I’ve spent 16+ years studying beauty is the first draft of who we’re becoming - as a digital strategist, as an aesthetic practitioner, and as the founder of urGlow, a reservation-only PMU studio in Seoul where 90+ international clients have sat in the chair not just for beauty, but for something harder to articulate.
Currently studying K-Beauty Industry Convergence at Konkuk University. Creating content at the intersection of beauty, symbolism, and strategic thinking. Launching Cons(ciência) — a podcast using Major Arcana archetypes as frameworks for women in transition.
If you’re building a PMU event, a beauty industry summit, a podcast, or a brand education program and you want a voice that goes deeper than trends — let’s talk.
Semi-Permanent Make-up Artist — KBEI (Korea Beauty Vocational Education Institute)
Specialized training Semi-permanent Make-up by Leen Beauty Center Korean Skincare & PMU Training
Sleek Eyeliner Tattoo 2-Day Masterclass - MiniBrow Beaute Academy
Graduate Studies in Aesthetics and Cosmetics: Management & Business at PUCRS - Pontifícia Universidade Católica do Rio Grande do Sul
Scar treatment with Relive Skin Method and Relive Cuts. by Aline Fraga Academy.
A LOOK at my certifications
We book a limited number of shoots each year to ensure we create from a space of unlimited creativity. As such, we recommend inquiring early and often to reserve your date.
book now
Now accepting limited bookings in Gangnam
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