Zoe Braun, owner of Tiger Lily Collective, created a collaborative self-care and wellness space where independent entrepreneurs can build their own businesses while sharing resources. The name itself reflects her vision. Tiger lilies symbolize confidence, pride, abundance, and positivity—qualities Zoe wants the business to represent for clients, entrepreneurs, and herself. The collective’s brand is intentionally designed to feel welcoming and gender-neutral, reflecting Zoe’s goal of creating a space where everyone can feel comfortable.
From financial analyst to entrepreneur
Zoe’s path to entrepreneurship was anything but traditional. Before launching her business, she worked in corporate finance. Permanent makeup initially entered her life as a personal interest, but she quickly discovered that the industry combined creativity, science, and the opportunity to make a tangible difference in people’s lives.
She began as Tiger Lily Permanent Makeup, operating out of a single rented suite. She became Board Certified in Cosmetic Tattooing through the American Academy of Micropigmentation in 2022 and then passed the Paramedical Tattooing board certification exam through the Society for Permanent Cosmetic Professionals in 2025. These two organizations focus on enhancing and standardizing the safety, training, and ethical standards within the industry.
The early years required significant financial risk and plenty of persistence. She also had to overcome a challenge that doesn’t appear on a balance sheet: putting herself out there.
As an introvert, networking, marketing herself, appearing on podcasts, and speaking publicly were all outside her comfort zone. “It was very intimidating, but I finally found something I was passionate about so I wasn’t going to let my discomfort hold me back,” she said.
Accomplishments with SBDC:
- Forecasting
- Business planning
- Prioritizating
A business built to help others
A major step came when Zoe moved from a single suite into a much larger space formerly occupied by an aesthetic boutique. The new location includes five treatment rooms, two nail areas, office and storage space, retail space, and a reception area.
At Tiger Lily Collective, the entrepreneurs remain independent business owners. They set their own hours, pricing, and services while benefiting from a collaborative environment and shared infrastructure. The concept is based on the simple premise that independent entrepreneurs shouldn’t have to duplicate every overhead expense. By sharing resources and costs, Zoe hopes entrepreneurs can improve their margins and have more flexibility from the beginning. “It’s a two-way thing,” she said. “We shouldn’t be killing ourselves trying to help other people.”
Zoe’s corporate and financial background has played a significant role in shaping Tiger Lily Collective. She understands the technical side of business planning, budgets, and forecasts, and she understands how difficult it can be to translate a skill into a sustainable business.
Hear Zoe share advice on using free resources that are available
Success that goes beyond the bottom line
The financial milestones are significant. The business has grown its revenue year over year and reached roughly six figures in annual revenue last year. But some of her proudest accomplishments can’t be captured by a revenue report.
Through 3D areola tattooing, scar work, and other paramedical services, she can help cancer survivors and other clients regain a sense of normalcy and confidence. Zoe said, “It’s rewarding to make someone feel better in any respect, but especially on the paramedical side. It just makes all the hard days worth it.”
Finding support along the way
Zoe credits several entrepreneurial resources with helping her navigate the transition from employee to business owner. Through the Small Business Development Center (SBDC) at UW-Milwaukee, she worked with Amy Narr, a consultant who helped her forecast and manage the expansion of her business. “It’s really helpful to have someone to bounce ideas off of, to help me organize and prioritize,” she said.
She also participated in the Office of Business & Entrepreneurship’s Capital Readiness Program, where she refined her business plan and connected with other entrepreneurs. The most beneficial part of the program for Zoe was practicing her pitch and receiving feedback on how to refine it.
Other programs, including KIVA loans offered through Wisconsin Women’s Business Initiative Corporation (WWBIC), have provided financing and networking opportunities. Zoe said she was particularly surprised by the response to her KIVA crowdfunding campaign, which reached its funding goal in less than a week.
A vision for the future
Tiger Lily Collective is still a work in progress, but Zoe is already thinking well beyond the walls of her current location. Ultimately, she wants to turn the concept into a model that can be replicated and franchised in other communities. And there’s an even bigger personal goal driving that ambition. Zoe hopes to eventually move to Ireland, where she sees an opportunity to expand her permanent makeup and paramedical work while continuing to build the collective model remotely.
Zoe started with one room and a willingness to bet on herself. “I know I’m there,” she said. “I’m on the right trajectory. I’m on the right path. And it’s slow, but steady.” For Zoe, that’s what success looks like: building something of her own while creating a place where other entrepreneurs can do the same.
Learn more about Zoe and her experience operating Tiger Lily Collective.
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Published September 2026