Feeling PRETTY FREE
Nikki Rust wants you to break out of the cage
Merely two years after its conception in the US, Pretty Vulgar has expanded its presence to Thailand, initially available online at Sephora in August and then exclusively retailed at the Siam Center branch from September.
The Florida-based brand, symbolised by a bird, stands out on the cosmetics aisle, by giving women wings to do their own make-up, without imposing a specific style.
“We target those who want a cage-free life. We want you to free your bird, and you can do whatever you want in applying the make-up products,” said Nikki Rust, Pretty Vulgar global training manager, who was recently in Bangkok for the launch of the American brand with a contradicting name.
“Unlike most other cosmetics brand, we are very multidimensional, not one-sided,” she explained. “We embrace your beautiful contradictions, whether you’re pretty or vulgar, you’re naughty or nice. We want to celebrate all these things that wrapped into one makes who you are.”
The contradiction extends to the pretty and feminine make-up products in shades with nasty and naughty names like Shameless Flirt berry blush, Lilac Lust highlighter, Dirty Secret brown lipgloss and Back Stabber mauve lipstick.
The avian theme is also expressed in the product names such The Feathers mascara, Early Bird, Nightingale and Phoenix Rising eyeshadow palettes, presented in birdcage-shaped packaging.
Gel eyeliner housed in an ink well, liquid liner in a fountain pen, make-up setting spray in a perfume atomiser, matte lipstick in a floral tube inspired by teacups, further give a nostalgic vibe to the make-up collection.
“We want the cosmetics to look beautiful on the vanity table as on your face, so they are designed with vintage aesthetics that celebrate the past but at the same time are modern and cool,” Rust explained. “Besides the attractive packaging, we emphasise performance in just one swipe.”
The water-resistant Ink gel eyeliner, for instance, is highly pigmented while enriched with linoleic and linolenic acids to condition the lid. The Shimmering Swan highlighter is also highly pigmented with photochromic technology to provide a radiant glow from any angle.
Pretty Vulgar’s cruelty-free products are free of parabens, sulfates, phthalates and other controversial ingredients, she added, to offer consumers safer options.
Free from parabens, sulfate and talc, the Poisonous Pout plumping lip gloss however is not noxious like its name, as another example of the contradiction embodied in the playful beauty brand.