Why We Only Started With Matte Lipstick

When we launched Pretty Smack, we didn’t try to do everything—we focused on doing one thing really well: matte liquid lipstick.

Why? Because matte is bold. It’s confident. It stays in place like your boundaries should. And more importantly, it gave us a strong foundation to build from.

Starting with one product line wasn’t limiting—it was strategic. We wanted to make our mark with intention, not noise. And judging by how many of you are still rockin’ our OG shades, we know we made the right call.

If you’re building something—start small, stay focused, and smack it with purpose.