The Vision Behind pretty., the New Beauty First Supplement Line from NEW YOU
NEW YOU Brands, Inc. is proud to introduce pretty., a breakthrough women’s supplement collection built on one powerful belief: beauty should come first, and everything else should follow.
We sat down with Brand Founder and President Vanessa Walker, a category-building executive known for transforming some of America’s most iconic beverage brands, to talk about the inspiration, science, and philosophy behind NEW YOU pretty.
Q: Vanessa, what inspired you to create NEW YOU pretty?
Vanessa:
It began with a sentence. A beauty influencer touring our offices looked at our supplement capabilities and said, “What if there was a hydration stick that also had beauty? I’d pay almost anything for that.”
It was an aha moment. I had wanted to build a beauty drink since 2004, when I visited a flavor lab in New Jersey and created four early prototypes. I still have the original sketch, chewed edges and all, sitting on my office whiteboard tray. That early spark stayed with me and continued to shape my entire beverage career.
Fast forward to today. Standing inside a vertically integrated supplement powerhouse, I realized beauty first wasn’t just possible. It was the white space the market had been missing for decades, and we had all the capabilities to bring it to life.
That’s how NEW YOU pretty was born.
Q: You coined the term “beauty first supplement.” What does that mean?
Vanessa:
It means beauty is not added on or sprinkled in. It’s the starting point.
A beauty first supplement must meet three criteria:
• Clinically studied or clinically proven actives
• Used at the studied amounts
• Named on the front of the package for transparency
Only then do we pair beauty with a second functional need like hydration, cognition, menopause, libido, complexion, or nutrient goals.
It’s a two-for-one approach that respects women’s time, intelligence, and expectations. pretty. handles your beauty and your other business too.
Q: What gap did you see in the marketplace?
Vanessa:
Beauty supplements often hide behind fluffy promises and tiny active amounts. Hydration products are overloaded with sugar, contain too much salt, or rely on artificial ingredients. Menopause aids may solve for hot flashes but ignore waistline changes, skin firmness, or confidence. Cognitive products are rarely drinkable and often overlook beauty entirely.
The real gap was this: women want beauty results, real science, transparency, and simplicity. Not ninety-eight products to remember every day.
Women also deserve to know exactly what’s inside their formulas. That’s why we say we’re “pretty transparent.” Our branded ingredients are proudly listed on the front.
Q: How did your experience at LaCroix, CELSIUS, and Target prepare you for this brand?
Vanessa:
Everything I’ve done led to this.
At LaCroix, I learned how to rebuild a category and win both shelf space and consumer loyalty. At CELSIUS, I learned how to reposition a category, rebuild brand identity, architect flavor systems, and create something people identify with, including the brand mark and the “Live Fit” tagline. As a Target buyer, I gained deep insight into pricing, velocity, packaging psychology, and how shoppers make decisions.
At Great HealthWorks, where I’m CSO, we have a fully integrated engine from formulation and manufacturing to fulfillment and content creation. That entire system made pretty. possible.
This is the first time all my experiences in beverage, beauty, branding, and strategy have come together in one brand.
Q: Who is the woman you built NEW YOU pretty for?
Vanessa:
She’s every woman who wants to feel pretty at every life stage.
She’s a multitasker overwhelmed by noise and advice. She’s tired of juggling dozens of products. She wants something delightful, credible, clinically effective, and easy to remember.
She may be on a GLP-1 journey, in perimenopause, recovering post baby, navigating brain fog, or simply trying to stay hydrated without sugar.
She wants her confidence back. Strong hair. Even skin. A healthy libido. Mental clarity restored. All without guesswork.
pretty. makes it simple by delivering everything in one system she can trust.
Q: Tell us about the science team and your formulation process.
Vanessa:
Our formulation scientists on this project, two women and one man with decades of experience, were exceptional. They attend global conferences and source ingredients from partners you’ve never heard of before.
We require named, branded actives such as:
• VERISOL® Bioactive Collagen Peptides®
• ElastaGLO®
• Magtein®
• Actiponin® AMPK activator
• Menofelis® menopause relief
• HyaMax® Hyaluronic Acid
• Promentum™ bone density support
• Ferrochel® gentle, bioavailable iron
If a supplier doesn’t allow us to name their ingredient on the front of the pack, we move on. That’s a non negotiable.
Q: What are your biggest non negotiables when creating pretty?
Vanessa:
• Clinically studied amounts only
• Full transparency with branded actives on the front
• No sugar and no artificial colors, ever
• Phenomenal flavor that truly wows
• Beauty must lead every formula, then we layer in function
• Art on every package because beauty should be everywhere
Q: What surprised you most while building this brand?
Vanessa:
Two things stood out.
• The power of novel ingredient combinations. For example, pretty G supports GLP-1 users dealing with hair shedding, while also supporting bone density and iron levels. Even women not on GLP-1 benefit from it. One SKU can serve so many needs at once.
• How quickly women understood the naming system. You can put “She’s…” in front of every product name. Pretty wild. Pretty hot. Pretty shady. Pretty hydrated. Pretty sharp. It clicks instantly.
We reinforce that clarity with subheadings like “beauty and hydration” or “beauty and brains,” paired with artwork that tells an aspirational story. The response to pretty shady and pretty hot confirmed we’re building more than products. We’re building a sisterhood.
Q: What can women realistically expect with consistent use of NEW YOU pretty?
Vanessa:
Beauty results you can see:
• Smoother, firmer, more even skin
• Reduced hair shedding and stronger strands
• Better hydration from the inside out
• Support for pigmentation and complexion tone
• Libido support at multiple life stages
• Menopause symptom relief paired with waistline support
Emotional results you can feel:
• Better focus and clarity
• Renewed confidence
• A stronger sense of control
• Relief
• Pride in taking care of yourself
• The feeling of becoming your NEW YOU
Q: What does the future look like for pretty and NEW YOU?
Vanessa:
We’re creating a platform, not just a product line.
The NEW YOU Studio is producing the pretty podcast, behind the scenes content, and educational storytelling. We’re building a community where women can share their own pretty stories.
Our roadmap includes expanded life stage support, educational partnerships, and beauty-aligned charitable initiatives through our upcoming pillar, pretty passionate.
This brand is designed to support women through every decade of her pretty life.
Closing Thoughts
Vanessa:
Every woman deserves something that makes her feel hopeful, capable, beautiful, and in control. With NEW YOU pretty, we’re helping her prepare for her NEW YOU, tomorrow, next week, and next year.
Beauty first. Science always.
That’s pretty.
