Vonoi Magazine Exclusive: Beauty with Integrity — A Conversation with Jazmin Alvarez, Founder of Pretty Well Beauty

By: Bennie Randall - Editor In Chief  - Vonoi Magazine

Vonoi Magazine: What inspired you to start Pretty Well Beauty?

Jazmin Alvarez: I started Pretty Well Beauty back in 2019 because I noticed a huge gap in the market. The largest group of beauty consumers was being ignored, especially within the rapidly growing niche of clean beauty. I wanted to create a space that not only celebrated these brands but also placed them front and center — not tucked away somewhere to be discovered by accident. My vision was to build a beautiful space where their stories could be told and their products could truly shine.

Vonoi: Your store features a variety of brands. What’s the story behind that?

Jazmin Alvarez: Pretty Well Beauty doesn’t have its own brand line — it’s a retail concept that houses multiple clean beauty brands. We currently feature around 60 different brands, each carefully selected based on our very high standards. Every product must meet our strict clean criteria. A great formula, story, or sustainable packaging isn’t enough. If a product contains even one questionable ingredient, it doesn’t make it into the store. We’re completely uncompromising about that.

Vonoi: So every product in your store is tested by you personally?

Jazmin Alvarez: Absolutely. Every single product goes through a testing process with me. I try everything myself because it’s important that it actually works. There are so many products out there that promise the world but don’t deliver results. For me, it’s not enough for something to smell nice or feel luxurious — it has to do what it says it will do.

Vonoi: You’re clearly setting a high standard for the brands you showcase. Where do you see Pretty Well Beauty in the next five years?

Jazmin Alvarez: In five years, I’d love to see us expand to one or two more locations and have a full team, because right now it’s just me. I’ve been bootstrapping everything, so the next step will be raising capital to reach that next milestone. I also want to create our own in-house brand, specifically in the body care category — one of our fastest-growing areas and one that still has a lot of white space.

Vonoi: That makes perfect sense. You’ve already set the bar for other brands — it’s only right to create your own.

​Jazmin Alvarez: Exactly. As the CEO, I talk to customers every day, so I hear what they love, what they struggle with, and what’s missing from the market. That insight gives me the ability to create something meaningful — something that truly fills a gap.

Vonoi: For readers who want to learn more, where can they find you?
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Jazmin Alvarez: Our website is PrettyWellBeauty.com, and we’re also active on Instagram, TikTok, Facebook, and Pinterest under @PrettyWellBeauty.

Vonoi: Before we wrap up, what’s one piece of wisdom you’d share about beauty?

Jazmin Alvarez: Beauty is an inside job. You can have all the products in the world, but if you’re not taking care of what’s happening inside, you’ll just be covering things up. What we see on our skin is often a reflection of what’s happening in our gut — they share the same microbiome. That’s why we also have a wellness section in the store to support that connection. But it also goes deeper — beauty is about who you are as a person. If you have a good heart and pure intentions, that radiates outward.

Photo: Honorable Mention, Poppy the PWB greeter

Vonoi: That’s powerful. When did this dream begin inside you?

Jazmin Alvarez: The seed was planted around 2016. I walked into a clean beauty store with a similar concept, but I didn’t feel welcomed. I wasn’t their target audience, and it showed. After a few visits, I realized I could create something similar — but in a more authentic and inclusive way. Pretty Well Beauty actually started as an Instagram page where I shared my passion for clean beauty. That page grew into an e-commerce store and eventually into this physical retail space. I didn’t plan for it to become a business — it evolved naturally from something I loved.

Vonoi: Any final words?
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Jazmin Alvarez: Come visit us! If you want to discover amazing brands created by incredible people who look like you, come through. There’s something special here for everyone.

Vonoi Magazine
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