Clean Beauty Boutique Pretty Well Beauty Up For Sale As Founder Plans Exit

Pretty Well Beauty, a clean beauty boutique spotlighting BIPOC-owned brands, is facing an uncertain future as founder Jazmin Alvarez looks for a buyer.

If potential leads fail to emerge, Alvarez will shutter Pretty Well Beauty as she relocates to Barcelona, Spain, in September for a reset. She publicly announced the news on Pretty Well Beauty's Instagram account on Tuesday, and emailed customers an hour later.

She wrote in the email, “This has been one of the toughest decisions I’ve ever made, but given some recent life changes and a deep desire to reset, I’ve decided to move to Barcelona in September of this year. As a result, I've decided to pursue some new adventures that will require me to close Pretty Well Beauty.”

Founder plans exit

Alvarez went on to say that she desires to see the brand live on, adding that she “put her heart and soul” into the venture. “I am hopeful we can find the right buyer to continue the Pretty Well Beauty mission, and grow the brand to its greatest potential,” she wrote. “If you or anyone you know might be interested in this incredible opportunity, please hit reply, and let's start a conversation!”

Pretty Well Beauty currently carries more than 40 brands, all of which are BIPOC-owned, according to Alvarez. Among the brands are Lovinah, Epara, Shaz & Kiks, and Hue.

Alvarez launched Pretty Well Beauty in 2017 after a decade-long career in public relations, marketing, and publishing. She initially started as a blog and consulting company to help brands with marketing, then evolved into content, e-commerce, and events.

Business growth and impact

The e-commerce site officially debuted in 2018 with around a dozen brands focused on ethical sourcing, sustainability, and transparency. She estimates that Pretty Well Beauty has brought a total of 150 brands to market.

Alvarez says the business has reached a pivotal point where she has to either scale or sell. Over the past five years, Alvarez has funded Pretty Well Beauty independently without investors, something she is incredibly proud of.

> “I decided during COVID that I had to focus on BIPOC brands because it was a moment where we had to stand up. We were forced to decide what kind of companies we were going to be and what mattered to us.”

During the pandemic, Pretty Well Beauty’s business quadrupled as customers turned to online shopping and purposeful purchasing. Alvarez was also able to shine a spotlight on overlooked brands and increase their exposure.

Alvarez says what differentiates Pretty Well Beauty from other clean beauty retailers is its focus on BIPOC-owned brands and its careful curation. She conducts extensive research before bringing a brand aboard, ensuring it meets her strict standards for clean ingredients.

Brand curation and values

She also looks for brands that are cruelty-free and prioritize sustainability. Alvarez mentions she’s often approached by brands seeking Pretty Well Beauty’s stamp of approval.

In 2021, Alvarez was a recipient of Glossier’s Grant Program for Black-Owned Beauty Businesses. With the $50,000 grant, Alvarez was able to invest in content creation, a new site design, and public relations.

She hopes that a new owner will continue to uplift underrepresented brands and expand Pretty Well Beauty's reach.

Alvarez emphasizes that she will be taking her time to find the right buyer. If a buyer doesn’t materialize by September, she will shut down the business. She’s optimistic that someone will see the value in Pretty Well Beauty and continue its mission.

The website is currently running a summer sale offering 30% off almost everything. Alvarez expects the sale will run until August or until products sell out.