PRETTYPARTY was founded in 2017 in Los Angeles, home to beautiful people and the hottest beauty trends— and the city where its founder, Laura Mayer, was born and raised. While planning to create the next great diverse beauty company, Laura decided initially to focus on the hair category. Says Laura, “Whether at a movie premiere, a launch party for a clothing line, an art gallery, or my ranch, I heard the same thing from the hottest trendsetters about their look: there are plenty of options for beauty, but nowhere to turn for fast, easy, cost-effective, and most importantly beautiful designs for hair. So, I decided to create one.”
PRETTYPARTY’s goal is simple: to provide people of every age, ethnicity and lifestyle with fashionable, innovative designs and products that save time and money, promote health as an integral element of beauty, and create eye catching, shareable looks. The company knows that trends aren’t born in ad campaigns. They are born on the streets where individuality reigns, where style starts with creativity, fun, and the right products. PRETTYPARTY has already become the platform where young women can share the way they style and care for their hair.
In 2020 and going forward, PRETTYPARTY will continue to embody its slogan by being on the forefront of “the evolution of beauty”.
PRETTYPARTY loves beauty and fashion! But even more importantly, the company knows how essential it is to love ourselves and one another. Therefore, PRETTYPARTY has adopted what it calls the PRETTYPARTY Code of Conduct. The company has publicly promised unconditionally that:
- We will never test our products on animals.
- We will always operate with tolerance and respect for all genders, races, ethnicities, sexual orientations, religions, and view points-so long as they are tolerant and respectful themselves.
- We will always give a percentage of our profits to deserving charities that support the care, rescue, and proper treatment of animals.
- We will always act with unquestioned integrity.
OUR VISIONARY FOUNDER
Laura Mayer – Founder & CEO
PRETTYPARTY visionary founder and CEO Laura Mayer was born and raised in Los Angeles, and studied history at the University of California, Los Angeles (UCLA). During her college years she modeled for the UCLA Bruin sportswear catalog and was approached by Petite Elite-New York with a modeling opportunity that she declined in order to pursue her passion—teaching. After graduating from UCLA, Laura spent several years working with special education students. “I never thought of it as a job. No matter the challenges, I looked forward to each day with excitement. Being able to teach through creative methods that were unconventional brought me, my students and staff so much joy. We became a family and that was the greatest gift.”
In 2005, during a ski trip to Jackson Hole, Wyoming, Laura discovered a beautiful herd of paint horses while on a snowmobile excursion through Yellowstone National Park. This trip inspired Laura to purchase a ranch near LA in 2006, and to turn it into a working ranch offering equine therapy, training and horse boarding. The ranch also features an animal sanctuary with over 120 rescued animals. Each one of these animals has its own unique rescue story and a labor of love that brought him or her to this magical ranch that is their forever home. The ranch offers equine therapy programs for individuals battling addiction, PTSD, depression, eating disorders and any personal growth challenges. In 2008, Laura became a certified EAGALA Specialist because of her strong beliefs in the healing power that comes from equine therapy.
In addition to the animals and equine therapy at her ranch, Laura’s other passions include organic living and farming, interior design, and all things beauty-and fashion-related. “When you live on a ranch and are highly dependent on, and integrated with, nature, you quickly realize that organic living isn’t just what you eat, but a philosophy and a lifestyle.” Laura’s organic lifestyle encompasses harvesting her own produce, eating organic and seasonal foods, purchasing organic personal products and cleaning goods, and caring for animals with only organic products.
Recently, Laura extended her interests to include the cultivation of olive trees and the making of olive oil—of course, using organic farming techniques. Several years ago, Laura acquired an olive grove with 220 trees that are direct descendants of the olive trees planted by the missionaries who settled California in the 1500’s. Laura’s olives are hand-picked to ensure that the distinctive mild flavor of the California Mission Olive is true to its heritage, pressed into oil, bottled same day and ready for consumption. Her extra virgin olive oil brand, Franciscano, is an homage to the spirituality and animal-loving philosophy of the Franciscan monks who settled in California centuries ago.
Laura has been fortunate to have traveled extensively through Europe, Latin America, Asia and Africa, which gave her an appreciation for other cultures, traditions and the arts. This, coupled with her own sense of creativity and fashion, has provided her with an impeccable eye for design and style—whether of the interior of homes, of clothing, or (of course) of beauty products. Says Laura, “I have been credited with many innovations in interior design, fashion, and beauty—and even have patent-pending new technologies, such as PRETTYPARTY’s StyleFlex®, to my name—but the reality is that all style and design has its origin in the human experience either some time in the past or in another culture somewhere in our world. I believe that my role as the founder of PRETTYPARTY is simply to translate everything I’ve experienced into new and exciting products to help make beautiful looks easy, fast, affordable, and fun—all the while consistent with the values and philosophies that I have come to embrace in my own life.”