Photos – courtesy of Pretty Smart ©
Pretty Smart, a new female-founded beauty brand, officially launches today, making its debut exclusively at Walmart. Inspired by luxury brands but without the hefty price tag, Pretty Smart’s quality beauty products are now available at 2,800 Walmart locations. The brand aims to prove that makeup can be fun, functional, and affordable.
Breaking Barriers in Beauty
Pretty Smart redefines luxury makeup by making it accessible to all beauty enthusiasts. The brand’s launch includes a comprehensive range of cosmetics, featuring an inclusive array of foundations and concealers, all priced at $10 or less. With 27 products offering over 145 shade variations for eyes, lips, cheeks, and complexion, Pretty Smart invites you to experiment with the latest makeup trends without breaking the bank.
All products are vegan, cruelty-free, and formulated without talc, parabens, phthalates, PTFEs, SLS, and SLES. Pretty Smart also aligns with Walmart’s Clean Beauty Program, ensuring that each product is crafted with skin-loving ingredients like coconut alkanes, organic jojoba seed oil, and carnauba wax.
“I couldn’t imagine a better retail partner than Walmart to bring my dream of a truly luxurious, yet affordable, product line to reality,” said Marissa Shipman, Founder and Chief Creative Officer of Pretty Smart. “As someone who’s spent more than 20 years in the beauty industry, I know firsthand that a product’s final price to the consumer is not only influenced by ingredients and their quality but also influenced by the touchpoints in its journey from concept to development to manufacturing before finally landing on store shelves. That didn’t sit right with me. Pretty Smart was born from a desire to change that. We develop, manufacture and distribute ourselves, which is what has made our affordable formulations possible. It’s incredible to finally launch Pretty Smart and I am so excited for Walmart customers to be able to try the line themselves.”
Highlight Products from Pretty Smart
Tipsy Owl Illuminating Face Drops: Available in three shades—Bronze, Rose, and Gold—these drops are enriched with organic jojoba seed oil for a complexion-boosting glow. The blendable formula enhances your natural radiance.
Diffusing Face Primer: This water-based primer, containing glycerin for skin conditioning, provides a blurred effect without the sticky feel, leaving your skin soft and perfectly prepped for long-lasting makeup.
I’m Dreaming Liquid Blush: This lightweight yet bold blush, infused with coconut alkanes, offers a seamless application with its doe-foot applicator, allowing you to achieve anything from a subtle glow to a striking blush.
Pretty Smart Drama Black Mascara: Featuring carnauba wax for long wear and the Xtra-Xtra Lush Brush for volumizing, this mascara ensures your lashes steal the spotlight.
You’ve Got Brow Gel: Available in tinted and clear options, this brow gel contains Vitamin B5 for its anti-inflammatory benefits, giving your arches flawless definition with ease.
Discover the fun, functionality, and affordability of Pretty Smart at Walmart today. Whether you shop in-store or online, Pretty Smart promises to deliver luxury-inspired beauty products that fit every budget.
