OUR JOURNEY

At PrettyAF, we champion the beauty of authenticity. We believe that our unique traits - a distinctive mole, a telling scar, a healed wound - are not imperfections, but elements that make us warriors, adding to our character and story. We stand for equal representation and inclusivity in an industry that has often fallen short. We're tired of the unrealistic standards set by overly edited images and unrelatable models. We're here to keep it real, because we believe everyone is PrettyAF.

Our founder, Fernanda, grew up in the suburbs of LA, navigating the challenges of identity and belonging as a Mexican American. After working in the beauty industry for eight years, developing products for globally renowned brands, she realized something was missing - representation. She saw a beauty industry that often aimed to conceal rather than embrace our unique traits. This realization sparked the creation of PrettyAF Cosmetics.

PrettyAF is more than a cosmetics brand. It's a safe haven for self-expression, a platform that transcends skin color, flaws, past, sexual orientation, ethnicity, and everything in between. We believe in powerful makeup that is good for you and helps you embody your authentic self. We invite you to rip off the labels, let your beauty shine, and join our community. Because at PrettyAF, we want you to feel exactly what you are - authentically beautiful.