MASSterclass in Mass Retail
Working at record speed with budget constraints doesn’t mean you have to sacrifice quality, Pretty Smart came together like magic because of the hard work of the scrappy team that vibed together perfectly.
From concept to 1,500+ Walmart stores in 12 months ⚡
Last year I had the incredible opportunity to lead the complete development and launch of Pretty Smart cosmetics: a Gen Z-focused makeup line created in partnership with Walmart. And when I say complete, I mean everything: sourcing materials, creating product structures, packaging design, visual merchandising, e-commerce rollout, email campaigns, and even an AR try-on app.
Working directly with Walmart buyers was a masterclass in retail reality. Every design decision had to balance our creative vision with their strict pricing requirements, compliance standards, and deep understanding of their customer base. It's one thing to design beautiful packaging, it's another to make it beautiful, functional, cost-effective, AND shelf-ready for nationwide rollout (not to mention fassttttt).
The timeline was intense: full SKU development from initial concept to live on shelves in just one year. That meant simultaneous workflows across formula development, regulatory approval, packaging design, retail compliance, digital asset creation, and merchandising systems... all with a lean, scrappy (and brilliant af) team.
What I'm most proud of? We didn't sacrifice brand personality for speed or budget constraints. The final line feels authentically Gen Z while meeting Walmart's accessibility standards. Our social engagement jumped climbed exponentially in the first 90 days, proof that thoughtful design resonates even in mass retail.
This project reinforced something I've learned across 15+ years in product design: the best collabs happen when everyone understands their role. Walmart brought retail intelligence, we brought creative execution, and together we built something neither could have achieved alone.
Mass retail does NOT have to mean mass compromise.
#RetailPartnership #PackageDesigner #ProductDevelopment #BeautyLaunch #WalmartExclusive #GenZMarketing
