Samantha Cutler, a beauty industry veteran and founder of kids and tweens makeup and skin care brand Petite ‘N Pretty, has passed away from cancer. She was 42 years old. Services were held on July 3 at Hillside Memorial Park.
Cutler had worked in the beauty industry her entire career, maintaining positions at MAC Cosmetics, Stila Cosmetics and Smashbox, including as chief product development officer, before founding her brand Petite ‘N Pretty in 2018. The brand is dedicated to beauty lovers ages 4 to 18 and is pediatrician-approved. Cutler was inspired by the swath of what she called “mini makeup artists” who were taking over the internet and their supportive parents.
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In a post celebrating the life of Cutler, the Petite ‘N Pretty Instagram account stated that she built the brand “to inspire young creatives through the power of their own pretty…and sparkle.”
“Working with these younger kids and tweens is so authentic and genuine, and they’re excited because they’re not immersed in this beauty culture yet,” Cutler previously told WWD in November 2018. “They want to be creative and they love it. It’s refreshing.”
While Cutler’s brand is inspired by younger consumers and their parents, she herself was a mother of two children, Gia and Shia, and wife to her husband Joshua.
Jessica Meisels, founder of Fingerprint Communications, who had worked with Cutler on Petite ‘N Pretty, shared: “Samantha Cutler was pure joy — passionate, funny and a radiant light in our industry. She was an incredible mother to her two children and a true role model for her daughter Gia and young girls everywhere. Working with Sam and Petite ‘N Pretty was always about more than business — it was about sharing her heart, her message and her unwavering belief in empowerment. Her energy was contagious, her vision inspiring, and her kindness unforgettable. Sam was a bright light who will be deeply missed —Sparkle Squad forever.”
Gianna Cesa, president of Behrman Cesa Communications, who had also worked with Cutler on Petite ‘N Pretty, added: “Sam was an extraordinary role model for a young audience. She found a way to allow kids to be kids, while inspiring their creativity in a safe place. Our society could use more businesswomen like her. I hope everyone who had the opportunity to see her magic come to life took notes (with sparkles) because it is something to look back on and be inspired by.”
Although Cutler had been dedicated to Petite ‘N Pretty for the last seven years, she had impacted an array of people throughout the industry during her career.
Tower28 founder and chief executive officer Amy Liu shared: “Sam was a true light in the beauty community, and like myself, spent years working in the industry before she finally took the leap from executive to founder. We never worked together but the L.A. beauty community is small. We both spent time at Smashbox and had several mutuals. Plus we were neighbors, fellow working moms and founders. I know she put her heart and soul into her work. We talked about how we both wanted to build something our kids would be proud of. When the Palisades fire happened, she was the first to offer products for our gifting suite. She was generous and believed in collaboration over competition. Her legacy lives on through her brand and products but more importantly through the people who knew her and loved her. Her passing is a true loss for the beauty community and a reminder to do what you love. Time is our most valuable asset.”