About Pretty In The City
Hi, I’m Veronica — a mom of teenagers, seasoned lash and brow artist, and founder of Pretty In The City, established in 2005. Our mission has always been simple: to help women look and feel like the best version of themselves through effortless, polished beauty.
After working with thousands of clients over the years, one thing became very clear: most women are not looking for more makeup. They want to get ready quickly, look put-together, and still recognize themselves in the mirror.
I’m no different. I’ve never been great at makeup and I don’t have the patience for complicated routines. I just want to look refreshed, feel a little prettier, and get out the door with confidence.
In 2022, I launched Pretty In The City Beauty — a natural evolution of our salon expertise, created to bring professional-level results into your everyday routine at home. We focus on time-saving tools and thoughtful innovations that make getting ready easier, while still delivering beautiful, reliable results.
Our first launch was a premium line of at-home lash products designed to deliver the look of salon extensions in just minutes. Each collection is created to help you feel confident and polished, even on your busiest days.
Every product begins in my hands, tested in real life, and refined for women who need beauty that fits into their lifestyle—not the other way around. Thank you for being here; it truly means a lot to have you as part of this journey.
— Veronica
