Pain is really relative. Everyone has a different tolerance for pain. We're not going to kid you, though - it does hurt. Just not that much. Some have compared it to a "hot scratching feeling". But, people would not be returning again and again for tattoo after tattoo if it hurt that bad! Most of us are not into pain, but the beauty of the tattoo and the pride associated with wearing it far outweighs a little pin-stick here and there.