Jeffrey Liu


How do you explain your profession to people outside of the industry? What do you find most exciting and/or rewarding about this work?

Ephemeral is in the business of self-expression. We are focused on establishing tattoo wearing as the preeminent form of self-expression by offering a tattoo that is made-to-fade and available through inviting studios. Our job is to inspire you to take control of your body.

One of the most rewarding things about what we’re doing is how we’ve been able to open the art of tattooing to a whole new group of people, at a time when self-expression has arguably never been more important. We often note research that says there are more than 60 million American adults who may have considered a tattoo but are ultimately held back by the idea of its permanence, and it’s really exciting to be able to create an offering for them. We also continue to be surprised and inspired by the new ways people are using our tattoos, whether to set intentions for the next year, or even professional actors using our ink for roles. There are endless possibilities, and I for one can’t wait to see what’s next.

What milestone or accomplishment have you made in your career that you are most proud of?

I’m proudest of the moments I’ve been able to participate in changing existing paradigms, whether it be helping Tesla move the world to sustainability, helping Casper establish sleep as a pillar of wellness or helping Ephemeral expand how individuals can self-express. These all have been exceptionally rewarding ways to change consumer perception of categories for the better. If I had to single out a specific milestone though, it would probably be when I made the leap from the U.S. to China, where I spent two years building Tesla’s business from the ground up. Not only did that put me on the frontlines of launching a business, but it simultaneously required me to adapt to an unfamiliar culture.

What is one notable achievement (personal or professional) that you've made over the past year?

I’m really proud of how I’ve helped Ephemeral substantially expand its U.S. presence over the past year. As a company, we have more than doubled our physical location count since opening the doors of our first studio last March in Brooklyn, NY. It’s been great to see increasing demand for Ephemeral and what we’re doing – it’s that demand that has allowed us to quickly expand to major cities such as San Francisco, Los Angeles, and Atlanta, over the past 12 months. As we’ve grown with these studios, I’m also really happy with how we’ve taken care to create experiences that are customized to the communities around them. As a national brand, it’s been important to us to get to know the areas where we are opening and create spaces that reflect and welcome local customers, rather than expecting them to adapt to our style as a big corporate company.

What is a piece of media that has inspired you professionally?

Please share one fun or surprising fact about yourself: