Pretty Smart is a newly launched beauty brand that debuted exclusively at Walmart. It is a subsidiary of Renfield Manufacturing, a family-owned business founded by beauty industry veteran Marissa Shipman. Pretty Smart aims to bridge the gap between luxury and affordability in the cosmetics market.
At launch, Pretty Smart introduced 27 products in over 145 shade variations, covering key makeup categories such as eyes, lips, cheeks, and complexion. One of the central features of this new brand is its commitment to inclusivity, particularly highlighted in its foundation and concealer ranges. All products are priced at $10 or less, making luxury-inspired beauty more accessible to a broader audience.
The brand has a distinctive formulation philosophy focuses on vegan and cruelty-free products made with high-quality ingredients like coconut alkanes, organic jojoba seed oil, and carnauba wax. Importantly, Pretty Smart avoids controversial ingredients such as talc, parabens, phthalates, PTFEs, SLS, and SLES. These products adhere to Walmart's Clean Beauty Program, aligning with modern consumer preferences for transparency and ethical production.
One notable product in the Pretty Smart lineup is Tipsy Owl Illuminating Face Drops, available in three shades: Bronze, Rose, and Gold. These drops contain organic jojoba seed oil, known for its skin-softening properties, and can enhance the complexion with a blendable and buildable formula. Other highlight products include the Diffusing Face Primer, which features a water-based, skin-conditioning formula with glycerin, and the I'm Dreaming Liquid Blush, which boasts bold pigmentation thanks to coconut alkanes.
In addition to its physical presence in over 2,800 Walmart stores across the United States, Pretty Smart products are also available online at Walmart.com and Pretty-SmartCosmetics.com. This multi-channel availability ensures customers can easily access and purchase these affordable, luxury-inspired beauty products.
Marissa Shipman's vision for Pretty Smart is rooted in her extensive industry experience and a desire to disrupt traditional luxury beauty pricing. By controlling the entire production chain from development to distribution, Pretty Smart can offer high-quality, luxurious products at a fraction of typical luxury prices. The brand's ethos is encapsulated in its playful yet functional approach to makeup, asserting that beauty should be enjoyable and accessible.
Partnering with Walmart has enabled Pretty Smart to reach a broad audience, including Gen Z shoppers who are especially drawn to affordable yet high-quality beauty options. The collaboration promises to add significant value to Walmart's beauty assortment, aligning with its goal of delighting customers with new and inspiring brands.
