Marketing News

New Cosmetics Brand Pretty Smart Debuts at Walmart

Illuminating face drops, liquid blush and more are available in 2,800 locations.

Pretty Smart, a cruelty-free new female-founded beauty brand, marks its official debut and launch exclusively at Walmart.

Now available in 2,800 Walmart locations, and, Pretty Smart offers a range of 27 products with over 145 shade variations for eyes, lips, cheeks and complexion inspired by luxury cosmetics at affordable price points, per the brand.

Pretty Smart’s products are vegan, made with coconut alkanes, organic jojoba seed oil and carnauba wax, and without talc, parabens, phthalates, PTFEs, SLS and SLES. All of Pretty Smart’s products are in compliance with Walmart’s Clean Beauty Program.

“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.”

Pretty Smart Product Lineup

Tipsy Owl Illuminating Face Drops are available in three complexion-boosting shades: Bronze, Rose and Gold. Tipsy Owl Drops contain organic jojoba seed oil with skin-softening properties with a blendable, buildable formula.

Diffusing Face Primer is a water-based primer that provides a blurred look effect and contains glycerin with skin-conditioning properties that leaves skin feeling soft and prepped for makeup that lasts.

I’m Dreaming Liquid Blush is a light, boldly pigmented blush containing coconut alkanes with skin-softening properties. The sleek doe-foot applicator can slide from an understated glow to a statement blush.

Pretty Smart Drama Black Mascara is a soft-textured formula containing carnauba wax with long-wearing properties and the Xtra-Xtra Lush brush that thickens each lash.

You’ve Got Brow Gel is a clear or tint formula containing Vitamin B5 with anti-inflammatory properties.

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