New female-founded & owned beauty brand debuts exclusively at Walmart & Pretty-SmartCosmetics.com, re-imagining luxury formulas without the makeup markup

RENO, Nev., June 10, 2024 -- Today, Pretty Smart, a new female-founded beauty brand, marks its official debut and launches exclusively at Walmart with a line of quality beauty products inspired by your favorite luxury brands without the makeup markup. Now available in 2,800 Walmart locations, Walmart.com, and Pretty-SmartCosmetics.com, Pretty Smart breaks through the noise and reasserts that makeup can be fun, functional, and affordable.

Pretty Smart breaks down the barriers of traditional luxury makeup to make quality products affordable to beauty customers. The brand is launching a full range of cosmetics, including an inclusive shade range of foundations and concealers at an accessible price point - with all products priced at $10 or less. The brand offers a range of 27 products with more than 145 shade variations for your eyes, lips, cheeks, and complexion inspired by luxury cosmetics, so you can try every trending, must-have makeup look at a fraction of the price. Pretty Smart's products are vegan, made with well-loved ingredients, like coconut alkanes, organic jojoba seed oil, and carnauba wax, and without certain ingredients, like talc, parabens, phthalates, PTFEs, SLS, and SLES. Pretty Smart also never tests its formulas on animals. 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. It's incredible to launch Pretty Smart finally and I am so excited for Walmart customers to be able to try the line themselves."

Tipsy Owl Illuminating Face Drops: Available in three complexion-boosting shades: Bronze, Rose, and gold. Tipsy Owl Drops contains organic jojoba seed oil with skin-softening properties. Its blendable and buildable formula adds the perfect glow to your complexion.

Diffusing Face Primer: This water-based primer gives you that blurred look effect and it contains glycerin with skin-conditioning properties. Say goodbye to the days of sticky primers; this lovingly crafted formula leaves your skin feeling incredibly soft and perfectly prepped for makeup that lasts.

I'm Dreaming Liquid Blush: Effortlessly light yet boldly pigmented, this dreamy blush contains 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: Prepare for eye-catching lashes from each swipe of the soft-textured formula, courtesy of Pretty Smart's formula, which contains carnauba wax with long-wearing properties and the Xtra-Xtra Lush Brush that thickens each lash, making them the star of the show.

You've Got Brow Gel: Flaunt your arches with You've Got Brow Gel's easy application and perfect tint (or clear). It is formulated with Vitamin B5, which has anti-inflammatory properties.

"We are thrilled to welcome Pretty Smart to Walmart and expand our beauty assortment even further," said Creighton Kiper, Vice President of Merchandising, Beauty at Walmart U.S. "Helping our customers discover new brands that will both inspire and delight them is a priority for Walmart Beauty. Pretty Smart embodies a similar goal and 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."

Available on Walmart.com, in Walmart stores, and at Pretty-SmartCosmetics.com.

For more information, please visit pretty-smartcosmetics.com.