Female-founded Pretty Smart cosmetics hit Walmart shelves

Pretty Smart, a female-founded beauty brand focused on creating products inspired by luxury brands without the markup, has launched onto Walmart shelves. 

Rolling out a full range of cosmetics, including an inclusive shade range of foundations and concealers at $10 or less, the brand is offering a 27-product range with more than 145 shade combinations for the eyes, lips, cheeks and complexion. 

“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.”

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Made with vegan ingredients and without the use of talc, parabens, phthalates, PTFEs, SLS and SLES, the collection is formulated with coconut alkanes, organic jojoba seed oil and carnuba wax, the company said. 

“We are thrilled to welcome Pretty Smart to Walmart and expand our beauty assortment even further,” said Creighton Kiper, vice president, merchandising, beauty, Walmart U.S. “Helping our customers discover new brands that will both inspire and delight them is a priority for Walmart Beauty. Pretty Smart, which embodies a similar goal, is the perfect addition to our shelves and Walmart.com. While these accessibly priced, yet still luxurious beauty products will appeal to all Walmart beauty shoppers, we're especially excited about the opportunity to reach Gen Z with this lineup.”