Revolutionizing Tween Beauty: The Story of Sam Cutler

In the realm of tween beauty, one name stands out as a true game-changer: Sam Cutler. With a passion for cosmetics ignited in her early years, Cutler embarked on a journey that would redefine the industry’s approach to products tailored for younger demographics.

From her formative experiences to the inception of her Beverly Hills-based beauty line, Petite ‘n Pretty, Cutler’s trajectory embodies innovation and dedication. Reflecting on her journey, Cutler shares, “I have always viewed cosmetics as an outlet for individuality and self-expression.” Her fascination with beauty began in childhood, sparked by the sight of her first-grade teacher applying Chanel mascara.

Cutler’s foray into the beauty industry commenced with an internship at the MAC Pro store at the age of 17. Immersed in a world of professional makeup artists and master classes, she quickly realized her passion lay in product development. Following her graduation, Cutler secured a position on the MAC Product Development team, laying the groundwork for her future endeavors.

The concept for Petite ‘n Pretty emerged from a gap Cutler identified in the market. Drawing from her expertise and noting the absence of age-appropriate beauty options for tweens, she envisioned a brand that prioritized quality and safety. “The products weren’t developed with age-appropriate ingredients…I felt like there was this white space of opportunity,” Cutler explains.

In 2018, Petite ‘n Pretty was born, offering tweens a platform to explore and express themselves through beauty products tailored to their needs. Cutler’s background as a product developer and mother, combined with the vibrant essence of Beverly Hills, infused the brand with authenticity and appeal.

Transitioning from corporate life to entrepreneurship, Cutler blazed a trail in the tween beauty landscape, inspiring others to follow suit. “Being the ‘first’ in a category is always scary, but…many more brands have launched with a younger demographic in mind,” she notes.

As Petite ‘n Pretty gains momentum, Cutler remains committed to exploring new avenues of growth. Balancing digital presence with in-store accessibility, the brand caters to its young consumer base through partnerships with retailers like Ulta Beauty and Neiman Marcus.

Despite the demands of entrepreneurship, Cutler cherishes life’s simple pleasures, finding solace in morning routines and moments of tranquility. “I really love what I do,” she affirms, emphasizing her aspirations to expand Petite ‘n Pretty into new categories such as hair and body care.

In the ever-evolving landscape of beauty, Sam Cutler stands as a beacon of innovation, reshaping industry norms and empowering tweens to embrace their individuality with confidence.