She built the business.
Now she’s building
the woman.

For 22 years, New York City has been Jazmin Alvarez’s proving ground—a place where she built businesses, reinvented herself, and learned to move through the world with ambition, discernment, and unapologetic self-possession. She is the founder of Pretty Well Beauty, a beauty retail and entrepreneurial venture created around serving women with textured hair and historically underserved beauty needs — the kind of business that only gets built by someone who noticed a gap and refused to pretend it wasn’t there.

She has spoken on panels about entrepreneurship and business at Amazon, Samsung, Twitter and Yelp.

She is also a two-time Beauty Innovator Award recipient by Refinery29, and has been featured in Forbes, W, Who What Wear, Byrdie, Essence, Mind Body Green and more.

That work put her inside the parts of the industry most people only comment on from the outside: buying and merchandising, brand development, retail economics, customer experience, marketing, community, and the very unglamorous decisions that determine whether a beautiful idea becomes a functioning company.

She is also a trained astrologer who pairs intuitive interpretation with practical insight — not as an escape from strategy, but as another instrument for reading a situation accurately.

Her perspective is intentionally multidimensional, because women are. She does not believe women need to shrink themselves to be successful, lovable, respectable or understood. Her work is about sovereignty.