Best Sellers

This is shaping up to be the smartest liquid concealer on the market. The Pretty Smart Conceal and Appeal Concealer comes in 36 shades and is silky smooth and utterly flawless. It’s the secret to an easy chic look without that dreaded cake-batter-ick-factor so many other concealers possess! Imagine your skin, but better: a no makeup feel, just pure perfection and soft to the touch. This concealer is for all the pretty smart babes: from the “low-key” loves to the “full beat” beauties, this will quickly become a beauty staple in your regimen. With medium-to-full buildable coverage that stays, this formula gets it done for a whole lot less.

Meet your makeup soulmate: Pretty Smart Instant Chemistry Medium Coverage Foundation. It’s like love at first sight – a foundation so featherlight, it blends seamlessly into your skin, leaving nothing but flawless radiance behind. Our lab wizards knew what they were doing when they crafted a potion of beauty with the soft touch of organic Jojoba Seed Wax – we know you’ll go gaga over this formula. With easy, buildable coverage, you dictate the romance, from low-key to a full-blown love affair. It might appear to be like magic, but it’s really just chemistry which seems Pretty Smart, if you ask us!

Brows are something we are born with, but killer brows are made, shaped & sculpted. Enter You’ve Got Brow Gel! Your ticket to brow fame. This gives you the power to elevate your natural assets, whether you’re dipping into tint or going au naturel with our clear option, a little goes a long way. Say goodbye to the ghosts of '90s brows past and hello to a future of brows you’ll want to remember. Taming? Consider it done with a flick of the wrist. See your brow game transform taking your arches to show-stopping levels. An effortless, fast-drying application, and perfect tint, available in four shades plus clear. Flaunt your flawless arches or bold brows with ease!

A bottle of sunshine for your skin? Say cheers to our Tipsy Owl Illuminating Face Drops! Serving up the warmest bronze, the prettiest rose, and the brightest gold, each drop is a splash of radiance for your complexion. You'll rock a vacation glow that's all glam even when the sun has set. Our glow drops shade mixology: Gold toasts to niacinamide with its anti-inflammatory and moisturizing properties, while Rose & Bronze are stirred up with black currant oil antioxidant properties. Here's to illuminating formulas that leave you glowing, not hungover. Smart tip: Pair with the Pretty Smart instant chemistry for the perfect chaser!

Whoever said high-drama lashes came with a high price never met us — with the Pretty Smart Drama Black Mascara, get ready to flutter those lashes and leave a little sparkle everywhere you go! (maybe even a phone # or two!) Prepare for eye-catching lashes, courtesy of our Xtra-Xtra Lush Brush that thickens each lash, making them the star of the show. With each swipe of our formula, you’ll watch your lashes transform, by thickening and defining that amplifies with every coat.

Ready for a complexion that pops using just ONE palette? We Pretty Smart babes love a perfect color combo that offers great value, and the All-in-One Face Palette truly has everything you need. Featuring 3 gorgeous trios of our lush blush, sun-kissed bronzer, dazzling highlighter, and smooth finishing powder, you're sure to find your match made in makeup heaven. Every swipe from this Pretty Smart palette is a step closer to your most flawless look!

This is not a democracy, it’s a beauty-ocracy and we’re overruling: If you’re dedicating all that time to crafting a flawless glam look, you can’t skip the magic of the Over/Under Priming & Setting Spray. Enter the spritz that plays both sides of the beauty game — this lightweight mist is the ultimate beauty hack for those who love to multi-task. It's here to prep your skin as seamlessly as it seals the deal on your look. So, why not give your makeup routine a little love from this Priming & Setting Spray and make every day spotlight worthy.

Slick your lips with Liquid Fuel Lip Oil, the ultimate flirty fix in tinted lip oils. Yes, we're declaring it—the holy grail where a super thin, slick touch meets dimensional shine and a kiss of color. Get ready for lips so lusciously lubed, you'll wonder how you ever went without. Thanks to our pretty smart formula, your pout stays primed and is never sticky. A blend that's as smooth as it is shiny, and a hint of color that teases just the right amount of flirt, your lips are in for an addictive treat. With 8 shades to choose from, each at a price that's as smart as the formula, you'll add all to cart. Grab your keys, your Liquid Fuel lip oil, and let’s hit the road!

Dive into I'm Dreaming Liquid Blush – where your cheeks meet fantasy! Effortlessly light yet boldly pigmented, it's the kind of daydream for which you'll want to count sheep. The sleek doe-foot applicator can slide from an understated glow to a statement blush that's distinctly you. With 6 captivating shades, find your signature or flirt with a palette that's as versatile as your dreams. Priced to make luxury a reality, you're going to want to click 'add all 6 to cart' before catching your zzz’s. It's not just liquid blush; it's a dream for your skin, turning every dab into a pinch-me moment.

Meet the honor roll of lipsticks: Pretty Smart A+ Matte Liquid Lipstick.

Kiss color crumble and tight-lipped woes goodbye; this pigmented, long-lasting formula wears like a dream and feels soft for hours — all smiles and no smudges. 

She’s an icon, she’s a legend, and she IS the moment: the brilliant, Liquid Lip & Cheek Stain is a Pretty Smart addition to your beauty ritual. Swiping on with a glossy touch, she demands just a quick blend to work her magic. Like the icons who came before her, she leaves a beneficial matte pinch of color that truly lasts. From lips to cheeks, it’s like your own blushing flush, only better. With a price that's as attractive as its effect, this is the smartest tint you’ll ever have—flirt with perfection every time you wear it! So, why settle for ordinary when you can make every moment iconic? Let the Liquid Lip & Cheek Stain be your tribute to timeless elegance, in one flirty swipe!

Dive into the art of glam with a liquid contour that masters the sculpting game, starting from all the beauty newbies to all the makeup pros. The Pretty Smart Cut and Contour Liquid Bronzer is ultra-blendable, buildable, and comes in 2 different shades! Heat up your look with the Warm Contour shade or cool it down with the Cool Contour shade. This concoction contains a blend of glycerin to protect the makeup against the drama of the day. Luxurious yet savvy, it's designed for Pretty Smart babes who seek to define their beauty on their own terms. It’s your world, sculpt it your way!