The Story Behind the Brand

The Story Behind the Brand

Founder, Khilia Chantal, created Pretty Vital Beauty to fill the gap between product purchase and usage with affirmative education. As a professional makeup artist, her clients often shared stories of how they would purchase makeup that would later expire. It wasn't a lack of desire, but a lack of education and confidence in learning a new skill. 

Formerly known as Khilia Chantal Cosmetics, in 2020 she launched with a 7 piece brush set coined as the Pretty Vital Collection. The purpose; to affirm women and build their confidence in creating a signature makeup look that worked for their unique lifestyle.

A year later she gave birth to her first child and her world changed. She struggled to find balance between career and motherhood and even began to question her purpose. What felt like a set back was thing that set her up to gain clarity. Her beauty routine became her sanctuary and reminder of the power of self care. 

In this new phase of her life, she was now the busy mom balancing full time work, a business and a slew of other obligations. In the midst of it all, she was reminded that showing up for herself enhances her capacity to rise to the occasion: reframing the self care and beauty routine from optional to its rightful status of "Pretty Vital." 

The Mission:  

To empower women through sustainable beauty practices, personalized education, and affirming experiences that inspire confidence and self-expression.