
Root Pretty
United States · Est. 2013 · Mid-range
Root Pretty is an American beauty brand founded in 2013 by Krista Dolash and based in Waverly, Iowa. The women-owned brand focuses on natural cosmetics created around clean beauty principles and a more conscious approach to everyday makeup. Root Pretty is vegan and cruelty-free, with natural and organic ingredients forming an important part of its identity. The brand also emphasizes non-toxic beauty and formulas without parabens or sulfates, making it relevant for ingredient-conscious shoppers. Ethical production, sustainability, recycled materials, refillable options, and locally made craftsmanship further strengthen the brand’s conscious beauty positioning. Its products are also associated with sensitive-skin-friendly beauty. Despite this extensive focus on formulation and sustainability, Root Pretty remains accessible rather than luxury-driven. Overall, Root Pretty is an American natural beauty brand combining women-owned leadership, vegan and cruelty-free practices, organic ingredients, ethical production, sustainable and refillable beauty, locally made cosmetics, and everyday products for shoppers seeking a more conscious makeup routine.






















