ABOUT


My name is Caroline Van Sickle and I am the founder of Pretty in my Pocket (PRIMP).  I'm passionate about providing a more authentic method for women to discover beauty and beauty products. I am also passionate about changing the way beauty products are marketed to women. 

The core ethos of Beautocracy is to detoxify the identification of personal beauty as a flimsy reverberation of perfectionism.  Oftentimes this dictum of perfectionism is espoused as the beauty standard by the media and ad world - my previous occupational stomping ground. Instead, the Beautocracy is a movement that celebrates real traits that make us beautiful - wisdom, intellect, heart, integrity and self confidence. I believe the next generation beauty consumer appreciates authenticity over BS. In my opinion, synthesizing with the ideals of the millennial generation will not only attract loyalty and customer advocates, but provide a long-term impact on society and culture. I know that's a lofty goal. But, seriously, we have too few female leaders in business, too few female women in Congress, too few females in power positions period. On that note, I invite you - women, leaders, teachers, women in service, business women, doctors, scientists, politicians, actors, directors, authors, engineers, designers, journalists, entrepreneurs, innovators, students, daughters, sisters, mothers - to register for Pretty in my Pocket (PRIMP) and upload your own versions of Pretty.  Make a pledge to the encourage equanimity of how we're portrayed in the media, in association with beauty products, as leaders, as the powerful people we are, not the pretty faces we wear. 

We have the opportunity to inspire a new generation where truth in beauty reigns. I love beauty products, but good God, if I see another photoshopped advertisement making another unmet and insinuated promise, I'll have a bon fire.  Let's decide to evolve. Let's take pretty back into our own hands - away from the exclusive media groups who select the next super model / actor / image of beauty. Even they need a break from the scrutinizing casting calls punctuated with a strong suggestion to drop 20 lbs before filming.   My stars, if you have not watched the doc film MissRepresentation, you must.  C'mon - no more bogus marketing tactics promising results of finer lines, plumper lips and other BS. Marketing people of beauty companies, please stop insulting my intelligence. It's not making me buy beauty products. If you were just honest and real about it, I would buy more than I already do. If you stood for something more than just a profit, like empowering women, I'd be on board with what you were selling. 

Let's be women who support other women. Let's do it by casting our consumer vote through PRIMP - by making a pledge to allow real women guide us and inspire us in our next beauty purchase.  Ladies, let's do this.


Love,

Caroline