Created in collaboration with Walmart’s merchandising team, the brand seeks to provide luxury beauty products at an affordable price.

Unlike many beauty brands that launch on their websites to build a following before expanding through wholesale partnerships and brick-and-mortar locations, Pretty Smart collaborated with Walmart even before its official launch.

Furthermore, the beauty brand collaborated with Walmart’s merchandising team “to ensure we achieve the right formulas, shades, and product identities for the customer.” They emphasised that Walmart’s scale enabled them to maintain a $10-and-under price point. Additionally, a vertically integrated model helps keep costs low.

Shipman stated, ‘Being vertically integrated allows us to streamline every stage of the manufacturing process. “In other words, we conceptualise, source our packaging, own our lab and equipment, industrialize internally, fill packaging, and then move the products to our warehouse for direct shipping to Walmart.

Additionally, this enables us to keep our costs down significantly. We do not skimp on ingredients. We could charge 3-4 times more than we currently do for these products.”

Shipman founded her first cosmetics company, TheBalm, in 2004. TheBalm sells its products in over 111 countries. Although some product categories are similar, Shipman says the marketing strategies differ vastly.

Pretty Smart at Walmart
Pretty Smart a newly launched beauty brand founded by women makes its exclusive debut at Walmart Image Source Pretty Smart

Furthermore, the decision to launch exclusively with Walmart comes as the retailer expands its beauty and wellness offerings, bringing on several DTC brands in recent years. These include the hair colour company Madison Reed, LeBron James’ grooming line The Shop, and the natural remedies brand Hilma.

Thus, Creighton Kiper, vice president of beauty merchandising at Walmart U.S., stated that prioritising the discovery of new brands that inspire and delight customers is a key focus for Walmart Beauty.

“Pretty Smart, which embodies a similar goal, is the perfect addition to our shelves and 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.”

Walmart competitor Target has kept pace by adding “thousands” of branded beauty products over the past couple of years and establishing a partnership with Ulta Beauty in stores.

Featured in Pretty Smart’s product line are:

Tipsy Owl Illuminating Face Drops

Pretty Smart at Walmart
Image Source Pretty Smart

Tipsy Owl Drops offer three complexion-boosting shades: Bronze, Rose, and Gold. Infused with organic jojoba seed oil known for its skin-softening properties, this formula provides a blendable and buildable glow, enhancing your complexion effortlessly.

Diffusing Face Primer

Pretty Smart now at Walmart
Image Source Pretty Smart

This water-based primer creates a blurred effect and is enriched with glycerin for skin-conditioning benefits. Bid farewell to sticky primers with this carefully formulated product that leaves your skin feeling exceptionally soft and perfectly primed for long-lasting makeup.

I’m Dreaming Liquid Blush

Pretty Smart now at Walmart
Image Source Pretty Smart

This effortlessly lightweight yet boldly pigmented blush features coconut alkanes, known for their skin-softening properties. The sleek doe-foot applicator of I’m Dreaming Liquid Blush allows a seamless transition from a subtle glow to a striking blush statement.

Pretty Smart Drama Black Mascara

Pretty Smart now at Walmart
Image Source Pretty Smart

Get ready for eye-catching lashes with every application of Pretty Smart’s soft-textured formula. Infused with carnauba wax for long-wearing durability and paired with the Xtra-Xtra Lush Brush, this mascara thickens each lash, ensuring they steal the spotlight.

You’ve Got Brow Gel

Pretty Smart now at Walmart
Image Source Pretty Smart

Show off your brows easily using You’ve Got Brow Gel, featuring effortless application and a flawless tint option (or precise). Enriched with Vitamin B5, known for its anti-inflammatory properties, this gel ensures your brows look their best.

About Pretty Smart

Moreover, Pretty Smart is a women-owned makeup brand offering high-quality products inspired by your favourite luxury brands. With smart and innovative formulas, you can effortlessly recreate the looks you love while staying within your beauty budget.

Launched in June 2024, Pretty Smart’s product range includes 27 items with over 145 shade choices. Their proprietary formulations are vegan and crafted with ingredients you’ll love, free from talc, parabens, phthalates, PTFEs, SLS, and SLES. Pretty Smart maintains a commitment to never conduct animal testing.

Thus, from eyes to lips, cheeks, and complexion products, Pretty Smart breaks through the noise, emphasizing that makeup can be fun and functional without breaking the bank.

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