About Pretty In The City
Hi, I’m Veronica — a 48-year-old mom of teenagers, long-time lash and brow artist, and founder of Pretty In The City. I started this brand in 2005 with a simple mission: to help women look and feel good about themselves through our lash and brow services.
After working hands-on with thousands of clients, one thing became clear: most women don’t actually want more makeup — they want to look put-together fast and still feel like themselves.
I’m the same. I still don’t know how to put on makeup, and I don’t have the patience for it. I just want to look refreshed, feel prettier, and walk out the door with confidence.
In 2022, I created Pretty In The City Beauty — an extension of our salon expertise, designed to bring pro-level results into your everyday routine at home. We focus on time-saving tools and thoughtful innovations that make getting ready easier, without sacrificing results.
Our first launch? A premium line of at-home lash products that give you the look of salon extensions in minutes. But lashes are just the beginning. I’m always testing, tweaking, and developing new solutions to help you feel confident and polished, even on your busiest days.
Every product starts in my hands, tested in real life, and made for real women who want beauty that fits into their incredibly busy lifestyle — not the other way around.
Thanks for being here — I’m so glad you’re part of this journey.
— Veronica
(Photo capturing my most awkwardly confident self ; D)
