Pretty Smart
Budget“Luxury-inspired makeup at a smart Walmart price.”
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.
Known For
Flagship Products
- Foundation
- Concealer
- Blush
- Mascara
- Brow Gel
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
For Brands & Creators
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- Website
- www.prettysmartbeauty.com