Our Story
EasyTatt Ink co.
Our Tale to Now & The Road Ahead..
ORIGINS
One fateful day in 2017...
Back in
2017, Pascal Tolley was just 26 and off
to a strong start in the penultimate year of his
law degree at the University of South Australia. Things were looking up – until March
13th, when news came from his parents…
His only brother, Paris Tolley, had taken his own life. The news was so shocking that Pascal dropped out of university. The inseparable pair had come apart..
His only brother, Paris Tolley, had taken his own life. The news was so shocking that Pascal dropped out of university. The inseparable pair had come apart..
Pascal Tolley Ward - Founder & CEO
ENDURANCE
From grief, newness
After many
agonising months of grieving, Pascal emerged with
a desire to commemorate his brother. A tattoo would be perfect
– but with so many shared memories and tattoo concepts in
mind, which design would he choose?
Obviously,
a
tattoo would be on Pascal for
life so it was
extremely important that he got it right. Pascal had some tattoo ideas in mind but he couldn't believe there
wasn't a way for him to test-drive his tattoo ideas before getting the needle..
“I just wanted to experiment with different tattoo designs,
sizes and placements on my body before making a forever
commitment.”
In that moment, you may as well have tattooed a lightbulb upon Pascal's brow:
"Wouldn’t it be great if I could upload my own custom
artwork then receive it in the post a high
quality custom tattoo? That way, I could test-drive it
before getting the real thing!"
Everyone loved the
concept – he knew Paris would
have too. And just like that, March 13, 2017 no longer
stood for endings alone. It marked a new start in Pascal’s life. A business adventure that would inspire
his
family and delight a global community of passionate
souls.
AHA!
His Lightbulb Moment
MANIFEST
Not your typical
temp tattoo!
temp tattoo!
These tattoos
would be nothing like the cheap transfers
from our childhood. No, they’d be unlike
anything the world had seen before and, of course, fully
customisable!
100% Organic
Vegan | Cruelty-Free
Soy-Based Ink
Vegan | Cruelty-Free
Soy-Based Ink
Lasts 1-2 Weeks
Water & Sweat Proof
No Shelf Life
Water & Sweat Proof
No Shelf Life
Ultra-Dark Pigment
Deep & Rich
Colour
Deep & Rich
Colour
Super Fast and
Hassle-Free
Application
Hassle-Free
Application
Ultra-detailed
Micro-Dot™
Technology
Micro-Dot™
Technology
LIFE ANEW
Paving New Paths
Slow at
times, in ferocious torrents at others,
Pascal's
vision began to manifest. No matter the pace, he felt a
presence guiding him.
Soon enough, the business was real. Pascal couldn't help but marvel at what he'd created. Quality, long lasting tattoos, every bit as realistic as the genuine article - only non-permanent.
Soon enough, the business was real. Pascal couldn't help but marvel at what he'd created. Quality, long lasting tattoos, every bit as realistic as the genuine article - only non-permanent.
IVY LEAGUE
What, Like it's Hard?
The business idea sparked renewed hope in Pascal and that
summer, he went back to complete his law
degree. But simply getting his life back on track wasn’t enough.
For his brother, he pushed further.
In 2017, Pascal was accepted into and completed two intensive courses at Harvard University. And what an experience it was! Pascal met many like-minded souls.
Yet even this intense study schedule did not slow his ongoing research and development. And in November 2017, just one month after returning to Australia,
EasyTatt v1 went LIVE.
In 2017, Pascal was accepted into and completed two intensive courses at Harvard University. And what an experience it was! Pascal met many like-minded souls.
Yet even this intense study schedule did not slow his ongoing research and development. And in November 2017, just one month after returning to Australia,
EasyTatt v1 went LIVE.
DECISIONS, DECISIONS..
Practice Law or Full-Time
EasyTatt?
EasyTatt?
In
December
2018, Pascal completed his law degree. The boy
done good! A proud moment for all, beyond which the climb to
corporate stardom lay waiting.
ON-THE-FLY
Finding our form
Just as
Pascal mastered one world, he arrived in another at the ground floor.
Building a website, securing sales… Running a business was tough – but a cakewalk compared to what he’d been
through losing his only sibling.
From the Ward family home spare room, business began. Sam (one of his oldest, closest mates) was there to lend a hand, as were Pascal’s parents.
From the Ward family home spare room, business began. Sam (one of his oldest, closest mates) was there to lend a hand, as were Pascal’s parents.
WELCOMING ARTISTS
Creators, Unite!
EasyTatt began
by offering
custom
non-permanent tattoos, and achieved popularity
doing so. But beyond those in the biz, few people had digital tattoo art ready to print.
“Our growing audience wanted to shop from a rich art library”
– so that’s what Pascal provided.
Obtaining artwork was a new challenge but growing momentum sparked brilliant opportunities for the global tattoo artist community.
Pascal engaged with new and renowned artists alike, inviting them to share their creations in non-permanent form whilst retaining rights and enjoying a respectable sales cut. Artist by artist, interest grew. Soon, we were a family. And to this day, we show no signs of slowing.
After 4 months, the EasyTatt library contained ~400 authentic designs to try out semi-permanently. Today, we have over 7,000 pieces of artwork from artist in over 18 different countries with more being added every month. Incredible, right?
Obtaining artwork was a new challenge but growing momentum sparked brilliant opportunities for the global tattoo artist community.
Pascal engaged with new and renowned artists alike, inviting them to share their creations in non-permanent form whilst retaining rights and enjoying a respectable sales cut. Artist by artist, interest grew. Soon, we were a family. And to this day, we show no signs of slowing.
After 4 months, the EasyTatt library contained ~400 authentic designs to try out semi-permanently. Today, we have over 7,000 pieces of artwork from artist in over 18 different countries with more being added every month. Incredible, right?
ARTISTS
Plus so many more...
LOOK MA, NO HANDS
The ET Crew Expands!
Having cut
his teeth as a solo founder, Pascal was more than
ready to begin making hires. First, he secured his very first
office space. Small, sure – but a warehouse compared to the
home studio that faithfully supported EasyTatt during its early
days.
For the next four years, this would be EasyTatt’s home as the team grew slowly yet steadily to seven.
For the next four years, this would be EasyTatt’s home as the team grew slowly yet steadily to seven.
THE MOTHER SHIP
OUR NEW (HUGE) HQ
In Jan 2023,
we moved to our 300 sqm home that currently
hosts our tight-knit collective team of 15…
NOW WHAT?
Goin' Global Baby
From 2022-23, EasyTatt
continued to establish itself as a fledgling e-commerce brand
receiving orders from new regions daily. Pascal and the team put their heads together –
the next step was clear. Bring quality semi-permanent tattoos to the whole world.
For us, that meant entering new markets at a local level. And so, we launched EasyTatt USA in January 2024 and EasyTatt United Kingdom in February 2024. Next to launch will be our EU and Canada stores.
For us, that meant entering new markets at a local level. And so, we launched EasyTatt USA in January 2024 and EasyTatt United Kingdom in February 2024. Next to launch will be our EU and Canada stores.
YOU’RE AWESOME
Thanks for Stopping by!
Back in 2017, I never would have thought this all possible. Even when I was studying law, my
true dream was always to start a company and be my own boss. I just never thought I could
do it…
Some days, I find myself just stopping and sitting back for a second. Years down the line, it’s still sinking in. It’s all real, somehow.
To every one of our past and prospective customers – thank you. We’re only here because of your support.
Keep sharing your tatts on social, letting us know what you want to see as EasyTatt grows, and playing your part in celebrating the creativity of tattoo artists worldwide.
Some days, I find myself just stopping and sitting back for a second. Years down the line, it’s still sinking in. It’s all real, somehow.
To every one of our past and prospective customers – thank you. We’re only here because of your support.
Keep sharing your tatts on social, letting us know what you want to see as EasyTatt grows, and playing your part in celebrating the creativity of tattoo artists worldwide.
OUR MISSION
No matter how big we get, we’ll
never forget
our roots. And that means abiding by the 4 core
values that Pascal laid out from Day #1:
Self Expression
Inclusivity
Support
Community