It’s the makeup brand making a slash in the industry, but Petite 'n Pretty is anything but your average insta-famous company. Focusing on a socially savvy influencer base that isn’t yet overly saturated, the brand has a target audience of four to 18 year olds.
Founded by former Stila Cosmetics chief product development officer Samantha Cutler, Petite 'n Pretty has racked up more than 30,000 followers since its launch in July by appealing to what Cutler identified as a “community of mini MUAs [makeup artists]” and their parents, on Instagram.
“There’s some really talented artists that are, like, 12 and they do all their own editing, all their own filming and they live in Alabama, Kentucky, the most rural, random places,” said Cutler.
“We’re an artist-quality product, with sheer washes of color that are buildable, so whether you’re going to school and you want to just put on a little gloss or some eye shadow or you really want to build it, we’re very versatile.”
When it launched, Petite ‘n Pretty dedicated a large portion of its marketing budget to influencer seeding, but it has since relied on Cutler’s connections as a Los Angeles mom-on-the-scene to grow its influencer network.
In September, the brand supplied makeup for the L.O.L. Fashion Show, which was hosted by a friend of Cutler’s. It made headlines after Kim Kardashian West's daughter, North, walked in the show.
Petite ‘n Pretty products are cruelty-free and nut-free and contain a mix of natural and synthetic raw materials. The company sells direct-to-consumer through its website and is experimenting with the pop-up format.
Image source: @petitenpretty
