Pretty Smart, a new female-founded beauty brand, has officially launched its line of quality beauty products exclusively at Walmart. The brand offers products inspired by luxury cosmetics at affordable prices. Pretty Smart’s products are now available in 2,800 Walmart locations, as well as online at Walmart.com and Pretty-SmartCosmetics.com.
Pretty Smart aims to provide fun, functional, and affordable makeup. The brand’s product range includes foundations and concealers in an inclusive shade range, all priced at $10 or less. The initial launch features 27 products with over 145 shade variations for eyes, lips, cheeks, and complexion. The products are vegan and made with popular ingredients like coconut alkanes, organic jojoba seed oil, and carnauba wax. They exclude ingredients such as talc, parabens, phthalates, PTFEs, SLS, and SLES. Additionally, Pretty Smart does not test on animals and complies with Walmart’s Clean Beauty Program.
Marissa Shipman, Founder and Chief Creative Officer of Pretty Smart, expressed her enthusiasm for partnering with Walmart to offer luxurious yet affordable beauty products. She highlighted the brand’s approach to developing, manufacturing, and distributing its products to keep costs low while maintaining quality.
Pretty Smart’s product highlights include:
- Tipsy Owl Illuminating Face Drops: Available in Bronze, Rose, and Gold shades, these drops contain organic jojoba seed oil and offer a blendable, buildable glow.
- Diffusing Face Primer: This water-based primer provides a blurred effect and contains glycerin for skin conditioning, leaving skin soft and prepped for long-lasting makeup.
- I’m Dreaming Liquid Blush: This light, yet pigmented blush contains coconut alkanes and features a doe-foot applicator for easy application.
- Pretty Smart Drama Black Mascara: Formulated with carnauba wax, this mascara offers long-wearing properties and a brush designed to thicken lashes.
- You’ve Got Brow Gel: Available in tinted or clear options, this brow gel contains Vitamin B5 and provides effortless application.
Creighton Kiper, Vice President of Merchandising, Beauty at Walmart U.S., welcomed Pretty Smart to Walmart’s beauty assortment. Kiper emphasized the brand’s appeal to Gen Z and its alignment with Walmart’s goal of offering inspiring and delightful beauty products.