The Pretty Cult is a Los Angeles-based, female-owned alternative lifestyle brand founded in 2015 by Arielle Salsa. Deeply inspired by rock music, occult aesthetics, stage fashion, and underground subculture, the brand blends gothic streetwear with witchy glamour, dark femininity, and music-driven style.

From statement accessories and edgy everyday apparel to limited couture-inspired designs, The Pretty Cult creates pieces for modern witches, rock & roll romantics, festival goers, and alternative fashion lovers alike. Known for collaborations within the rock and metal scene, the brand has become a favorite among musicians and fans drawn to bold black silhouettes, esoteric symbolism, and rebellious self-expression.