About Die Pretty
Die Pretty isn’t just a brand…it’s a culture.
It’s a lifestyle built for the bold, the creative, and the ones rewriting the rules of beauty, fashion, and self-expression.
Founded in Jacksonville, Florida, Die Pretty began as a single lash studio and evolved into a full aesthetic movement, mixing streetwear, glam rebellion, and real-life transformation. What started in the beauty chair has grown into a fashion and lifestyle brand built on identity, confidence, and community.
The Die Pretty Philosophy
We believe in duality - soft but savage, feminine but fearless, clean but rebellious.
Our aesthetic blends Y2K nostalgia, dark romantic vibes, and high-fashion edge to create pieces that feel like personality, not just products.
Die Pretty exists for people who don’t just want to look different, they want to live differently.
The Rise of the Die Pretty Dolls
The Die Pretty Dolls were created as the heart of our brand, digital icons that represent our community, our attitude, and the version of ourselves we’re all becoming.
Every Doll is:
- Confident
- Creative
- Stylish
- CEO-minded
- Unapologetically themselves
They aren’t just characters…they represent you stepping into the most elevated, powerful version of yourself. When you join our community, you become part of that world: the Die Pretty universe where self-expression is currency and confidence is the dress code.
Fashion. Beauty. Identity. A Lifestyle.
Die Pretty Studios delivers streetwear, accessories, and designs that feel personal- clean lines, bold graphics, and signature details like barbed hearts, chrome accents, and gothic lettering. Every drop is intentionally crafted to blur the line between beauty and fashion, because we live in both.
Our products aren’t trends.
They’re pieces of the world we’re building.
Community First - Always
Die Pretty is a movement built by artists, dreamers, creators, and everyday people leveling up their lives. Whether you found us through lashes, fashion, training, or the Dolls, you’re part of something bigger, a community driven by growth, creativity, and becoming the highest version of yourself.
We’re here to inspire the CEO within you.
We’re here to build a culture that feels like home.
Welcome to Die Pretty.
A brand.A lifestyle.A society.