Inside Pretty Well Beauty with Founder Jazmin Alvarez

Meet Jazmin Alvarez, founder of Pretty Well Beauty, a premiere clean beauty and wellness destination built on the belief that beauty is an inside job. PWB is a curated, one-stop shop for high-quality, natural, and sustainably sourced products from around the world, chosen for integrity, transparency, and real results that make everyday life better. Visit them at 185 Greenwich Street, 2nd Floor, New York, NY 10007 (Westfield World Trade Center).

What is your mission statement?

To make wellness and beauty within reach for all, especially BIPOC communities, by curating clean, conscious products and fostering inclusive education and community connection.

What do you want your clients to experience at your store?

When customers shop in our store, I want them to feel a sense of welcome and excitement to discover products and brands they may not have been introduced to yet. We foster education and community and see our customers as part of that. We want you to feel like you’ve been catered to as an individual with unique needs that are being addressed in a supportive and compassionate way. When shopping online, I hope that people will be able to learn more about the humans behind the brands we carry and why they exist in the world, their benefits, and how they can easily be incorporated into your daily routine. We want our customers to feel empowered with the knowledge we share about not only the brands but also each product, so they feel safe and confident in their decision to purchase.

Tell us about any events you have run in collaboration with Dr. Alkaitis Organics.

We hosted our first event with Dr. Alkaitis in 2024, which was a huge success. Our community was able to enjoy holistic organic facials and learn more about the products, how they can be used in a variety of ways, and see how their skin immediately responded to them. It was such a pleasure having Trish, the CEO, spend the day with us, with beauty and bubbly. We will be hosting another event together in late November, which I’m looking forward to.

What is your inspiration for creating a wellness boutique experience?

My inspiration for co-hosting events like this is to allow a personal touch for the customers who visit us. It’s a rare and special opportunity to experience the range of products directly from the people behind the brand. They receive a highly personalized experience in a relaxed and safe environment with like-minded people. This is especially great for those who may have been on the fence about trying the products before purchasing them, so they leave feeling confident that the products will work for them as they do for nearly everyone. What I love about the brand is that it’s not only for a specific skin type or gender. The collection truly nourishes and feeds all skin types and is customizable.

Tell us about yourself and your staff.

As the founder, I am here at the store daily, which is pretty uncommon for a CEO, but it gives me a unique advantage in that I get to talk to customers every day and learn what they are truly struggling with in a way an online survey could never capture. I am able to connect on a deeper human level to understand them and build trust, and that is how my entire staff and I treat each person who enters our space. We aren't here just to sell you something. This is a place for learning, connecting, and discovering without having to sift through hundreds of brands to find what you need. We did the homework, the research, and the testing to bring what we believe are the best clean brands on the planet. No compromises.

What you love about the Dr. Alkaitis Organics skincare line.

What’s not to love about the skincare at Dr. Alkaitis? It’s a brand that I have been using before I even started PWB, and they carry products that I would consider my personal holy grail items, including the Organic Purifying Cleanser, the Organic Soothing Gel, and the Enzyme Exfoliating Mask. I have a lot to choose from, but there are certain products I always go back to, and these are some of them. They just work and make my skin feel nourished, fed, and healthy every single time. The results are consistent, and I love that about the products I use.

Which Dr. Alkaitis product is your favorite and why?

Hands down, my favorite product is the Organic Purifying Cleanser. I use it daily to gently cleanse and refresh my skin. I love how gentle it is, but my skin is deeply cleansed without being stripped. I loooove the ingredients and how pure they are, and it’s one of our best sellers for a reason.

What can customers expect from your facial treatments or a visit to your boutique?

We don't typically offer services at our store other than during special events like the ones we have hosted with Dr. Alkaitis and some of our other brands. But one can expect an intimate and educational experience that will leave you feeling refreshed and confident in the products we carry.

Tell us about an at-home skin care ritual you recommend to your customers using Dr. Alkaitis products.

I would typically recommend a professional facial every 3 months, but that depends greatly on the individual as well. But at-home facials are also great to maintain healthy skin. I believe in a less-is-more approach, so I wouldn’t recommend doing at-home extractions or other professional services at home unless you are a professional. But a great at-home facial can include the following steps:

• Double cleansing (oil cleanse followed by a water-based cleanser)
• Mild exfoliator, either physical or chemical, depending on the skin type and condition
• Facial mask that addresses the needs of your skin (i.e., hydration, brightening, etc.)
• Toning mist
• Serum (you can give yourself a gentle facial massage for a few minutes during this step to drain the lymphatic system and improve skin circulation, etc.)
• Moisturizer

What is something that inspires you about the holistic wellness world?

What inspires me about holistic wellness is how well the body understands what’s happening. I have always felt that Mother Nature has provided us with everything we need to be well. I love discovering and learning more about herbalism and how it blends into my lifestyle for both health and beauty purposes. I truly believe that holistic wellness is the most beneficial way to take care of oneself. It teaches you how to slow down and appreciate the gift of nature. Having a connection to plants is one of the most healing things we can experience, and you’ll see the world around you with greater clarity. Beauty isn’t only skin deep; it’s truly an inside job, and how we care for our whole bodies will always reflect in our skin.

Pretty Well Beauty
185 Greenwich Street New York, NY 10007 (2nd Fl)