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About us

Here’s a little about what makes us, us...

Our home base is Auckland. From our atelier we ship orders of New Zealand beauty products around Aotearoa and across the world.

We started Devoted to Pretty in July 2019 with an ambition to provide an online beauty retail experience that champions local creators of skincare, makeup and haircare. You will not see supermarket brands in our store as we are inspired by those seeking to do things differently; that are designing products driven from their own needs; and take sustainability seriously when sourcing their ingredients and packaging. We love that and hope you do too!

We have grown a lot since we started and we are now home to the largest range of Kiwi-created beauty in New Zealand…and maybe the world. Wahoo! And although we have products from Waipu to Inglewood, from Christchurch to Auckland our range is far from complete. So we will keep looking for more of the best from around Aotearoa to share with you.

If you are reading this, we hope it is because you love what Devoted to Pretty stands for and have come on board as a customer and a fan. Thanks for supporting us and for helping us to return income to the local beauty community.

Now go be pretty! 

And when your friends ask why you are glowing, we would love a shout out. Where can you do that, you say? We're on facebook, instagram or feel free to share our website by text or email with your friends. And if you'd just like to chat, we are always available on messenger or email.

Eva and the pretties.