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…