On a bright Sunday morning in 2012, So Pretty was born as an Australian cosmetics and fashion distributor in Melbourne. The founder Miss So Pretty had a philosophy: Providing customers with premium quality products and a new manicure experience.

Over the years, So Pretty developed strong and stable relationships with manufacturers, suppliers and customers. With a great reputation in the cosmetics industry, So Pretty expanded quickly in Australia and opened an online retail shop in 2020.

In the same year, So Pretty initiated the concept of "Plant-based Gel Polish", combining the latest technology, non-toxic ingredients and trendy colours. The plant based gel polish has 200+ unique colours, and is designing more colours with manicure specialists.

With the brand promise of "Free of Ammonia, PPD, Parabens, Phthalates, and Gluten Cruelty. No Animal Testing", So Pretty quickly established it's leading position in gel polish supply.

So Pretty values research, product development and improvements. We continuously test new products and seek feedback to improve the customers' experience.

United by passion for colours and nail art design, our professional team loves bringing a dynamic beauty experience to everyone: from colour matching to step-by-step tutorials. We are here to help you achieve a salon-standard manicure in the simplest way.

So Pretty supplies to both retail customers and beauty salons. With a great reputation, So Pretty expanded quickly across Australia. More than 20,000 bottles of gel polish have been sold in 2020 alone.

So Pretty's goal is to innovate and pass So Pretty's brand spirit to more So Pretty members.