The very best in eco beauty.

"What you put on your face & body should be natural, safe & enhance your beauty at an affordable price." Krista, Founder & CEO
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Small batch beauty made in our in-house lab in Waverly, Iowa. Woman founded & owned since 2013.

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Our freshest natural + organic releases

Pretty Brow+ Natural Brow Gel

4.1
Rated 4.1 out of 5 stars
40 Reviews
$ 16.00

Eco Pretty Cloth • 2-Pack + Hook

4.9
Rated 4.9 out of 5 stars
8 Reviews
$ 16.00

Pretty Forever Palette • Small

4.9
Rated 4.9 out of 5 stars
8 Reviews
$ 14.00

Intro to Clean Beauty Bundle

4.7
Rated 4.7 out of 5 stars
13 Reviews
$ 55.50 $ 74.00

Intro to Clean Skincare Bundle • Full Size

5.0
Rated 5.0 out of 5 stars
8 Reviews
$ 86.80 $ 124.00

Intro to Clean Skincare Bundle • Trial Size

4.7
Rated 4.7 out of 5 stars
9 Reviews
$ 53.90 $ 77.00
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crafting truly nontoxic beauty since 2013 • loved by 60,000+ customers

VEGAN

GLUTEN FREE

CRUELTY FREE

NONTOXIC

our founder's favorites

Wonder Foundation

4.2
Rated 4.2 out of 5 stars
44 Reviews
$ 18.00

Pretty Booster+

4.7
Rated 4.7 out of 5 stars
145 Reviews
$ 24.00

100% Lash Natural & Organic Mascara

4.5
Rated 4.5 out of 5 stars
495 Reviews
$ 18.00

Sweet Orange Wonderlip Repair + Condition Lip Balm

4.8
Rated 4.8 out of 5 stars
13 Reviews
$ 18.00

Kayla • Pretty Paint Hydrating Cream Multi-Use Blush + Lip

4.9
Rated 4.9 out of 5 stars
185 Reviews
$ 16.00

Bakuchiol + Hyaluronic Acid Serum

4.8
Rated 4.8 out of 5 stars
89 Reviews
$ 28.00

Skin Bliss Blue Tansy + Blackberry Oil Cleanser

4.5
Rated 4.5 out of 5 stars
17 Reviews
$ 26.00

Mary • Pressed Eyeshadow Pigment

4.9
Rated 4.9 out of 5 stars
658 Reviews
$ 12.00

shop our most loved beauty products

Makeup Best-Sellers

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Skincare Best-Sellers

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makeup created with only the best natural + organic ingredients

complexion

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lashes + brows

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lips

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eyeshadow

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cheeks

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brushes + tools

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GIVING BACK

We are passionate about spreading Root love & happiness. That is why we proudly donate 1% of sales to several hand-picked charities each year.

REAL BEAUTY

Showcasing real beauty is important to us. That's why we use real customers & ourselves in all of our marketing & website.

YOUR BEAUTY BFF

Your happiness is our top priority. We are here to help every step of the way. Text us anytime at 877-773-8890 for beauty assistance.