Interview with Lou Rubino – Founder of World Famous Limitless

World Famous is one of the biggest tattoo ink companies in the world, supplying artists on all continents and among all styles.

Earlier this year, World Famous Ink introduced the tattooing world to Limitless, an EU REACH-compliant range that was designed to allow European artists to still use the bold and bright colours that they are accustomed to.

We interviewed its founder, Lou Rubino, about how the tattoo industry has changed since his youth, why the company is working so hard to create EU REACH-compliant inks, and what he has in store for us all next!

When did World Famous Tattoo Ink start, and how?

I started World Famous Tattoo Ink in 2012 with my wife Jackie. This was after years of previously manufacturing a different tattoo ink line with a business partner that I split from in 2012. I knew what it would take to be World Famous and I had to follow my heart, even though it meant starting over. But I had no doubt it would be worth it!

Can you tell us about the team working at World Famous?

At World Famous Tattoo Ink, we have the most amazing team ever. From Sales and Marketing down to the people who work on factory production teams, quality control, and R&D. So many amazing, hard-working and dedicated people. I am very lucky!

Many have been with me since day one and continue to be the core of the company and the World Famous brand. We have become a family!

How has the tattoo industry changed since World Famous started?

Many things have evolved over the years in our industry and the world; we are always challenged as a business and as a product sold worldwide. We see many new regulations like the EU REACH one - these regulations are very difficult and have made new challenges in testing protocols and compliance, but our team of employees have worked extremely hard to make it happen.

Challenges keep us on our toes. When you love what you do, you will find a way!

How has World Famous grown in that time?

World Famous Tattoo Ink brand has grown tremendously year over year. It’s a great honour to see the huge success of World Famous, from just a handful of us working on our own, day and night in 2012, to our amazing and much bigger team today. But we’ve still managed to maintain that close-knit and personal feel for our staff and artists!

How do you select your sponsored artists and Pro Team?

Our team of artists is also our World Famous family! We take great pride in hand selecting the best team ever. Great art of course is our first priority, but for us having good people on the team with great personalities is important for a true representation of who we are.

We make a point to get to know our potential team members on many levels - not just their artwork, but who they are as a person. We are asking this person to be a representative of us, and vice versa.

Why is it important for all your inks to be vegan-friendly and cruelty-free?

I have always tested my ink on myself, friends, and family. Wouldn’t have it any other way, and I have always had a passion for nature. My oldest son Louis is a long time vegan and environmentalist, so he has helped to educate me on best practices. It is very important to my son, and he has helped me to be sure my business is watching out for the future of our world. My son is vegan mainly for environmental protection purposes.

When did you start working on the EU REACH range?

When the regulations passed in the EU back in December 2019, we knew exactly what our goals would be for 2021, and started right after the new year testing raw materials and searching for new ingredients.

How important was it to be one of the first to market with REACH-compliant inks?

VERY! The main reason I wanted to be the first to market is that I am also a tattoo artist, and our World Famous family of artists needed us to come out with a REACH-compliant ink so they could continue to work and produce art at the level that they are used to, and do what we all love to do.

It was a mission to get it done - not only for our team, but for the all the artists in the EU, and for the tattoo industry. That is my passion!

Has it been a challenge adjusting to the new EU REACH regulations?

Yes, it was very challenging. It took a full year of long workdays and nights. We worked over the weekends and did everything we could do to make it so artists can continue to work in 2022.

My team is so passionate and dedicated. Without all the teamwork, it would not have been possible. We spent a fortune on testing so many different products, and testing tattooing them in the skin to find the best possible ingredients and formulation so that we can have a great quality ink that is REACH-compliant.

How many inks do you currently have that are REACH-compliant?

Lots - with many more coming!

Why is it so important for European tattoo artists to use REACH-compliant ink?

It's important as it’s the law. If you are caught using non-compliant inks there can be fines, and even possible imprisonment for any law breaker.

What feedback have you had so far about your REACH-compliant Limitless inks?

We have had so many great compliments on our REACH-compliant inks. Artists are so happy with the quality. They didn’t think it was going to be possible. Many said they can't even tell the difference, and some say it's even better than the original line. That makes me so happy!

Will the Limitless range be World Famous’ focus for the foreseeable future?

I see a future in which we sell Limitless worldwide. Many in other countries have asked to buy it, but we are not able to fill the market completely in the EU yet. Therefore, my priority is to fill the EU market, as artists in the EU cannot work without Limitless, and it's most important that they can continue to work.

Can you give us a hint about any more artist ranges of Limitless inks?

We are going to start with many of the great artists we have worked with for so many years and get their sets rolling again in the EU, like A.D. Pancho, Thomas Carli Jarlier, and Silvano Fiato. Oh so many more! Exciting times to release some great new sets with these amazing, well-respected artists.

To give you a clue on something new you should be excited about…. I can do that. Look for our new set with-oh I can't say it, it will ruin the fun of the launch. Just keep a lookout as you will love this new set coming soon!

What’s the best thing about your job? Do you still get much time to tattoo?

I don’t tattoo much anymore… I am getting old! I love to tattoo friends and family, but it's few and far between now. I just love this industry, it's so much fun, and there are so many great people with great talent. That’s what I love the most, the people.

Are there any shades from the Limitless collection that you particularly like working with?

The A.D. Pancho and Thomas Carli Jarlier sets are some of my favourites for sure!

What is your go-to tattoo equipment?

I love FK Irons machines; my friend Gaston from FK does an amazing job with his products and we share the same passion for the industry. Wireless is amazing! Got to love that huge change in the industry – I was always a coil guy until wireless came out, and said now I have to try a wireless rotary pen. It was superb!

What’s your favourite tattoo convention to attend?

I love the Milan show and Miki’s original London show. Both shows are so well organised, and they do an amazing job with international artists. They make the show very high-end art. I love that.

What tattoos do you have and who did them?

Well, I have some very old tattoos. One of my favourites is a lion as I am a Leo, and it was done by Ian of Reading in England. Another is a leg piece done by Stephane Chaudesaigues. My top favourites are a few that were done by A.D. Pancho.

What’s next for Lou Rubino and World Famous Limitless?

World domination! That’s what I always say when asked this question.

For me, I just want to continue to do what I love to do. It's such a joy for me. The tattoo industry is a gift I was born into, following my dad's footsteps as a tattoo artist, and taking it to a whole new level in a whole new world. What can be better? Nothing!