# Affordable Luxury Cosmetics Pretty Smart Delivers Luxury-Inspired Beauty Without the High Markup By Laura McQuarrie | Published 2024-06-10 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/pretty-smart References: [glossy.co](https://www.glossy.co/beauty/walmart-expands-its-luxury-beauty-assortment/?utm_campaign=glossydis&utm_medium=rss&utm_source=general-rss) & [pretty-smartcosmetics](https://pretty-smartcosmetics.com/)  As cosmetic prices continue to rise, consumers are on the hunt for affordable beauty products that align with their values, and [Pretty Smart](https://www.trendhunter.com/trends/the-pretty) is a new female-founded, female-owned beauty brand that makes fun, functional formulations that are vegan and free from questionable ingredients like talc and parabens. The brand's full range of cosmetic products includes an expansive range of concealers and foundations priced at $10 or less, and 27 products with more than 145 shade variations for eyes, lips, cheeks and complexion. Devoted to delivering luxury makeup without the "makeup markup," Pretty Smart is now available at over 2,800 [Walmart](https://www.trendhunter.com/trends/budgetfriendly-makeup-collection) locations, offering affordable luxuries at an unbeatable price point. Marissa Shipman, Founder and Chief Creative Officer of Pretty Smart, says "We develop, manufacture and distribute ourselves, which is what has made our affordable formulations possible." ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 29% | Activity: 33% | Freshness: 25% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What's Driving This Trend - **Vegan Beauty Products:** Consumers are increasingly turning to vegan formulations in their cosmetics to align with ethical and health-conscious values. - **Affordable Luxury:** Brands like Pretty Smart are redefining luxury by offering high-quality products at more accessible price points. - **Inclusive Shade Ranges:** The demand for cosmetics with expansive shade ranges is growing, catering to diverse skin tones and promoting inclusivity. ### Who This Affects Most - **Cosmetics:** The beauty industry is seeing a shift towards affordable luxury products, driven by consumer demand for quality without high prices. - **Retail:** Mass market retailers such as Walmart are capitalizing on the trend of affordable luxury cosmetics to attract diverse customer bases. - **Vegan Products:** The vegan product industry is expanding rapidly as brands introduce animal-free formulations that resonate with ethical consumers. ## Related on Trend Hunter - [Affordable Performance Cosmetics](https://www.trendhunter.com/trends/sona-cosmetics.md) - [Budget-Friendly Makeup Collections](https://www.trendhunter.com/trends/budgetfriendly-makeup-collection.md) - [Teen-Focused Makeup Lines](https://www.trendhunter.com/trends/teencentric-makeup-line.md) - [Vegan-Friendly Talc-Free Cosmetics](https://www.trendhunter.com/trends/polite-society-makeup.md) - [Premium Private Label Skincare](https://www.trendhunter.com/trends/walgreens-skincare-range.md) - [Aspirational Mature Beauty Brands](https://www.trendhunter.com/trends/sarah-creal.md) - [Play-Centered Color Cosmetics](https://www.trendhunter.com/trends/trouble-maker-makeup.md) - [Low-Cost Luxury-Inspired Cosmetics](https://www.trendhunter.com/trends/everyday-luxuries-collection.md) - [Cost-Conscious Clinical Skincare](https://www.trendhunter.com/trends/wildfleur.md)