 In 1920s this "London fad" crossed the Atlantic, and the "electrically a permanent complexion or blush on the face" became popular in the USA.The tattooist George Burchett, a major developer of the technique when it became fashionable in the 1930s, described in his memoirs how beauty salons tattooed many women without their knowledge, offering it as a "complexion treatment ... of injecting vegetable dyes under the top layer of the skin.