About Pretty In The City
Hi, I’m Veronica — founder of Pretty In The City and a long-time lash and brow artist based in Toronto. I started this brand back in 2005 with a simple belief: beauty should feel effortless, not overwhelming. After nearly two decades of working hands-on with clients in my studio, I’ve learned that what most women really want is to look put-together fast — without the fuss.
That insight led to the creation of our smart beauty product line — an extension of our salon expertise, designed to bring pro-level results into your everyday routine. We’re focused 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 lifestyle — not the other way around.
Thanks for being here.
— Veronica
Spotted at my studio: me, testing two lash styles at once. The grind never ends. ; )
