Pretty Smart
Budget“Luxury-inspired makeup at a smart Walmart price.”
By Viktoria @vioda.makeup · Published · Updated
Pretty Smart is a budget makeup brand from the United States, founded in 2024 by Marissa Shipman. It's best known for its Walmart-exclusive distribution, Luxury-inspired makeup under $10 and Broad shade ranges (145+ variations).
Pretty Smart is an affordable, Walmart-exclusive makeup brand that launched in June 2024, founded by beauty-industry veteran Marissa Shipman — the entrepreneur behind theBalm Cosmetics — as part of family-owned Renfield Manufacturing. Developed in partnership with Walmart's merchandising team, the brand is vertically integrated to deliver luxury-inspired formulas and packaging at a mass-market price, with every product landing between roughly $7.50 and $10.
The debut assortment spans complexion, cheek, eye, and lip — foundations, concealers, mascaras, blushes, and brow gels — with 27 products and more than 145 shade variations built for broad inclusivity. Positioned as "luxury beauty at a smart price," Pretty Smart competes directly with drugstore staples and is a natural landing spot for shoppers hunting affordable dupes of prestige complexion and cheek products.
Popular Products
What Pretty Smart is bought for. The ones we've found dupes for link through to the comparison.
- Foundation
- Concealer
- Blush
- Mascara
- Brow Gel
Known For
Brand Philosophy
Luxury beauty at a smart price — vertically integrated formulas and packaging that punch above their price point, accessible on every Walmart run.
FAQ
Pretty Smart Official Channels
Where to buy, and how to reach Pretty Smart customer service directly.
- Website
- www.prettysmartbeauty.com