Abstract: A device for applying permanent pigment, such as in a tattooing procedure, which has a disposable needle coupler which couples the needle to the device. The device has a housing which is structured to allow easy user access to the internal parts that are likely to be exposed to contamination from the tattooing procedure. The needle coupler is structured to allow easy manipulation to detach it from or attach it to the device without require the use or tools. The pigment applicator device may be a manual device or an electro-mechanically driven device. In the latter, the needle coupler is detachably coupled to a drive mechanism for actuating reciprocal axial movement of the needle via the needle coupler. The drive mechanism may include a cam for translating a rotational motion into a reciprocal axial motion of the needle coupler.