Female founded

Luxury for less

Vegan

Female founded

Luxury for less

Vegan

Female founded

Luxury for less

Vegan

Female founded

Luxury for less

Vegan

Female founded

Luxury for less

Vegan

Female founded

Luxury for less

Vegan

Bundles? IMMEDIATELY, YES

Get more out of your beauty budget with everything you need to get the look. 

meet pretty smart

MAKE THE CHOICE

Get the look you love, every time. Pretty Smart re-imagines luxury formulas without the makeup markup, so you can have a full-face of gorgeous at a fraction of the price. 

COMPLEXION

Get a look at that GLOW – from primers to glow drops to foundation and more, get the absolutely flawless base you’re looking for, inspired by cult-favorites and luxury brands. 

see collection

CHEEK

Add dimension and color with your new favorite contour, blush, and highlight that blends like a dream, accentuates those gorgeous cheekbones and adds a healthy looking glow & flush of color.

see collection

EYES

Your eyes (and brows) are the windows to your soul and the frames for your face. Achieve that perfectly shaped brow, define & thicken those lashes, and discover your essential eyeshadow palette…but don’t forget – eyebrows are sisters, not twins. 

see collection

LIPS

From poppin’ gloss to our must-have super slick lip oil to soft-matte liquid lippie (you know the one)–it’s time to pucker up, baby. 

see collection

WE’VE GOT STANDARDS

We develop our proprietary Pretty Smart Formulations specifically without certain ingredients like Talc, Parabens, Phthalates, PFTEs, SLS or SLES and ONLY include ingredients we LOVE and trust. So when you see a Pretty Smart product, you know you’re getting the best in our formulation. Always vegan and always made from some pretty good stuff. ‘Cause when we say quality and luxury–we mean it.

NO TALC

NO PARABENS

NO PHTHALATES

NO PTFES

NO PHENOXYETHANOL

NO SLS OR SLES

NO PETROLEUM

And many more that don’t make the cut

Female founded

Luxury for less

Vegan

Female founded

Luxury for less

Vegan

Female founded

Luxury for less

Vegan

Female founded

Luxury for less

Vegan

Female founded

Luxury for less

Vegan

Female founded

Luxury for less

Vegan

SO... WHY ?

We believe that beauty is for everyone who wants it – and everyone deserves to have luxury makeup at an actually affordable price. 

We’re here to break through the noise with the idea that makeup can be, and should be, fun and functional. That luxury, quality formulas should be affordable and accessible. 

We believe that you can be pretty, ambitious, stylish, smart, fun, and conscious all at the same time.  That you can test out every trend, experiment with style, create a gorgeous base routine, and achieve the look you want–all within your beauty budget. 

And we think that’s pretty smart.

who we are