Pretty Smart

(Photo : Pretty Smart Cosmetics)

Walmart introduced Pretty Smart, a new luxury makeup brand, to its shelves, marking a significant expansion in its beauty assortment. 

The brand, founded by beauty industry veteran Marissa Shipman, offers a wide range of products, with over 100 SKUs across complexion, cheek, eye, and lip categories. Each item is priced under $10, aligning with the brand's mission to provide high-quality, affordable beauty products.

Walmart will feature the collection prominently in stores, dedicating 2 feet of shelf space to what it anticipates will become hero products, while the entire range will be accessible online.

The brand emphasizes inclusivity, particularly within its complexion category, to ensure a broad shade range that caters to diverse skin tones.

According to Shipman, owning the manufacturing facility allows for vertical integration, which helps keep prices low without compromising on quality.

Shipman expressed enthusiasm about the partnership with Walmart, noting that the retailer's extensive distribution network will help Pretty Smart scale effectively. She highlighted the interchangeable packaging, which can be quickly adapted if a product gains unexpected popularity.

Meanwhile, Creighton Kiper, vice president of beauty merchandising at Walmart, stated that Pretty Smart aligns with Walmart's goals for enhancing both in-store and digital experiences. He noted that the products, made in the U.S., ensure a quick market turnaround, a significant advantage in the fast-paced beauty industry.

Pretty Smart plans to leverage social media heavily, using both organic and paid posts to introduce the brand to consumers. 

An undisclosed group of influencers will create content that will be featured on the brand's social channels. Additionally, Pretty Smart is organizing an in-person event during the back-to-school season to engage directly with consumers.

Pretty Smart's product lineup includes the Tipsy Owl Illuminating Face Drops, Diffusing Face Primer, I'm Dreaming Liquid Blush, Pretty Smart Drama Black Mascara, and You've Got Brow Gel. Each product features ingredients known for their beneficial properties, such as organic jojoba seed oil and vitamin B5.

Available now on Walmart's website, in Walmart stores, and at, Pretty Smart products range from $7.50 to $10 each and are also available in bundles.