Born from a love of luxury and the logic of smart choices, Pretty Theory is your go-to destination for curated, high-quality beauty that delivers on both performance and price.
We believe that beauty isn't about labels or price tags, it's about intention. It's about surrounding yourself with products that feel as good as they look, and knowing you're making a choice that aligns with your values, your vibe, and your budget.
Our Philosophy
Beauty is a personal ritual. It’s a way of showing up, for the world, but most importantly, for yourself.
Luxury should feel personal, not exclusive.
Quality shouldn’t be reserved for a price point.
Confidence comes from alignment — with your choices, your standards, and your self-image.
At Pretty Theory, we curate a refined selection of beauty essentials sourced from trusted partners in Europe, Asia, and Canada. Our offerings align with a global perspective by blending quality, craftsmanship, and a deep understanding of what makes a product feel elevated.
Each item in our collection is selected for its aesthetic appeal, performance, and ability to reflect the experience of designer cosmetics, without the inflated price tag. Some pieces carry a familiar feel, echoing the elegance and innovation seen across iconic cosmetics, without ever compromising on accessibility or intention.
We work exclusively with manufacturers who meet the highest international standards for safety, ethics, and formulation integrity.
We source our products directly from trusted wholesalers, allowing us to offer luxury beauty items at prices that are much lower than retail. Because we buy in bulk and keep our overhead low, we’re able to pass those savings on to you, without compromising on quality.
Shipping is calculated based on your location and the items in your order. You will always know the shipping price before you purchase.
Yes, all purchases are considered final sale. Due to the nature of beauty products and for hygiene reasons, we’re unable to accept returns or exchanges, unless there was an error on our end (e.g., wrong item sent or damaged product). We appreciate your understanding.
We're a small, growing business, so processing may take a little longer, but we always work hard to get your order out as quickly as possible.
Once it’s shipped, you’ll receive an email with tracking info. Delivery times can vary depending on your location, but we appreciate your patience and support!