Smith & Cult positions itself as a boutique beauty brand that caters to discerning consumers seeking high-quality, stylish, and innovative beauty products and services. Emphasizing a blend of luxury and accessibility, the brand targets makeup enthusiasts and trendsetters who appreciate artistry in cosmetics. Unlike larger competitors such as ULTA and Sally Beauty, Smith & Cult focuses on a curated selection of chic, effective products that celebrate individuality and creativity. The brand's commitment to quality craftsmanship and unique formulations establishes it as a formidable player in the beauty space, appealing to consumers looking for exclusivity and a distinctive aesthetic.